This case was in relation to the use of the word ‘unique’ in the claim ‘Unique convenience through always one dose, once daily’ within a dynamic digital banner advertisement for Trajenta (linagliptin) issued by Boehringer Ingelheim Limited.
The Panel ruled no breach of the following Clause(s) of the 2021 Code, as it did not consider that the complainant had established that the claim ‘Unique convenience through always one dose, once daily’ in relation to Trajenta, within the context of type 2 diabetes mellitus, implied a special merit that could not be substantiated:
No Breach of Clause 14.4
Requirement that claims should not imply that a medicine or an active ingredient has some special merit, quality or property unless this can be substantiated.
This summary is not intended to be read in isolation.
For full details, please see the full case report