AUTH/3338/4/20 - Complainant v ViiV

Promotion of Dovato

  • Received
    26 April 2020
  • Case number
  • Applicable Code year
  • Completed
    21 September 2020
  • Breach Clause(s)
  • Sanctions applied
    Undertaking received
  • Additional sanctions
  • Appeal
    No appeal

Case Summary

A complainant who described him/herself as a concerned UK health professional, complained about an advertisement for Dovato (dolutegravir/lamivudine) placed by ViiV Healthcare UK Limited and hosted on the BMJ website. The advertisement consisted of a highlighted white box or ‘tile’ with the ViiV Healthcare corporate logo at the top followed by the brand name Dovato. At the bottom of the tile the reader was invited to click on a link to ‘visit microsite’.

The complainant noted that the advertisement did not include the generic name of the medicine or include an inverted black triangle symbol. The complainant queried whether the advertisement had been certified along with the rest of the microsite.

The detailed response from ViiV is given below.

ViiV appeared to have been let down by the BMJ which included the product’s brand name on the tile without submitting it to ViiV for approval. As there was no non-proprietary name immediately adjacent to the brand name, Dovato, the Panel ruled a breach of the Code as acknowledged by ViiV. The Panel further noted that the tile did not include the Dovato prescribing information or a link to it or a black triangle symbol and breaches of the Code were ruled as acknowledged by ViiV. As it had not been certified the Panel ruled a further breach of the Code as acknowledged by ViiV.