Boehringer Ingelheim found in breach of NOAH Code on promotion

At its meeting on 30 January 2009, the NOAH Code of Practice Committee, chaired by Mr Guy Tritton, heard one case.

Boehringer Ingelheim was found in breach in respect of the item under complaint, relating to the promotion of METACAM®.

The Committee considered that the provision of the fax-back promotion linking the prescription of Metacam® to the right to receive a gift of a model feline elbow and/or hip joint or of both such model joints constituted a breach of Code of Practice Clause 18.2 in that the gift did not “directly relate to the correct use administration or disposal of that medicine”.

NOAH encourages those interested in finding out more to read the full details of the Committee’s rulings on the NOAH website at www.noah.co.uk/code. The full report of this particular case will be available shortly

24 March 2009

Notes for Editors

1. For further information contact Phil Sketchley at NOAH, tel. +44 (0)20 8367 3131, or visit the NOAH website.

2. The National Office of Animal Health was formed on 1 January 1986 to represent UK companies which research, develop, manufacture and market licensed animal health products. The association has 30 corporate members and 8 associate members. In 2008 the NOAH sales survey showed a total for participants of £451m, which is estimated to represent approximately 90% of the total UK market.

3. Since 1974 the animal medicine industry has regulated the contents and quality of advertisements, leaflets and promotional activities under its Code of Practice for the Promotion of Animal Medicines which is obligatory for all NOAH members and companies participating in the NOAH Datasheet Compendium. The Code is administered by a committee of 15, including an independent chairman, veterinary and farming members as well as elected industry experts.

4. This release summarises the Code of Practice Committee meeting on 30 January 2009.