Clause 15 High Standards, Format and Suitability

2024 Interactive ABPI Code of Practice 2024 ABPI Code of Practice Go to top

Clause 15

15.1
15.2
15.3
15.4
15.5
15.6

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15.1

Promotional material must not imitate the devices, copy, slogans or general layout adopted by other companies in a way that is likely to mislead or confuse.

15.2

Promotional material must not include any reference to the Commission on Human Medicines, the Medicines and Healthcare products Regulatory Agency (MHRA) or the licensing authority, unless this is specifically required by the licensing authority.

Supplementary information

Clause 15.2 MHRA Drug Safety Update
Where factual safety information given in promotional material is based on advice in the MHRA Drug Safety Update, the information can be referenced to that publication.

15.3

Reproductions of official documents must not be used for promotional purposes unless permission has been given in writing by the appropriate body.

15.4

Postcards, other exposed mailings, envelopes or wrappers must not carry matter which might be regarded as advertising to the public, contrary to Clause 26.1.

15.5

The telephone, text messages, email, faxes, automated calling systems and other digital communications must not be used for promotional purposes, except with the prior permission of the recipient.

Supplementary information
Cases

Clause 15.5 Unsubscribing from Emails
Where permission to use emails for promotional purposes has been given by a recipient, each email sent should inform the recipient as to how to unsubscribe from such emails.
Clause 15.5 Responding to Emails
An unsolicited enquiry which includes an email address can be responded to by email without specific permission, consent to do so being implied in such circumstances. There is no need to inform recipients as to how to unsubscribe to an email response to an enquiry.
Clause 15.5 Remote Detailing
When promotion is carried out remotely, such as by telephone call, web chat or other online calls, prior permission from the recipient must be obtained in advance or at the start of the contact or call. In setting up the contact or call, full details must be given of the company the caller will represent, their role and the purpose of the call. Arrangements made to discuss a specific product should be adhered to.

most recent cases See all Applicable Code year

Applicable Code year

Please check the date of the Code that applies to the Case that you are looking at. The date of the complaint may vary from the activity/material alleged to have been in breach.

CASE/0665/07/25 and CASE/0683/08/25 - Complainant and Lupin Healthcare v Cipla Breach: 3.6, 5.1, 5.6, 6.1, 6.2, 8.1, 12.1, 12.4, 12.6, 15.5, 15.6 No breach: 2 Applicable Code: 2024 Received: 15 July 2025 Completed: 24 February 2026

15.6

Promotional material and activities must not be disguised.

Supplementary information
Cases

Clause 15.6 Disguised Promotional Material
Promotional material sent in the guise of personal communications is inappropriate. Promotional material must not imply that the contents are non-promotional, for example, that the contents provide information relating to safety. The identity of the responsible pharmaceutical company must be obvious.

When a company pays for or otherwise secures or arranges the publication of promotional material in journals, such material must not resemble independent editorial matter. Care must be taken with company sponsored reports of events/meetings and the like to ensure that they are not disguised promotion. Sponsorship must be declared in accordance with Clause 5.6.

most recent cases See all Applicable Code year

Applicable Code year

Please check the date of the Code that applies to the Case that you are looking at. The date of the complaint may vary from the activity/material alleged to have been in breach.