Pfizer Animal Health found in breach of NOAH Code on promotion

At its meeting on 9 November 2009, the NOAH Code of Practice Committee, chaired by Mr Guy Tritton, heard two cases.

Pfizer Animal Health were found in breach of four out of six items of complaint over two cases, relating to the promotion of RIMADYL™ CATTLE.

Case 277/10/09

The Committee considered that the promotional words “The only single shot cattle anti-inflammatory with zero milk withdrawal” contained in an advertisement, published page 13 of the Farmers Weekly Official Dairy Event Guide, September 2009, constituted a breach of Code of Practice Clauses 4.3 and 5.2 in that the statement misleads and is inaccurate and it is an exaggerated claim incapable of substantiation, as at that time the product was not the only single shot cattle anti-inflammatory with zero milk withdrawal.

The Committee considered that the promotional item “Extended duration of action” contained in Farm Business article, 4th September 2009, A4 Pfizer promotional brochure, constituted a breach of Code of Practice Clauses 3.2 and 5.2 Clauses 4.3 & 5.2 of the Code in that it was misleading, inaccurate and contained an unsubstantiated claim, as such a phrase meant that Rimadyl was pharmacodynamically active for a period greater than 24 hours hour after injection i.e. it was therapeutically active in alleviating inflammation after 24 hours, whereas the scientific evidence relied upon did not support this.

Case 278/10/09

The Committee considered that the promotional words “Rimadyl Cattle has the longest half life of cattle NSAID’s” juxtapositioned with the words “Long duration – 3 days serum half life” contained on the Pfizer Stand at Dairy Event held at Stoneleigh Park, Warwickshire, on the 16th and 17th September 2009, constituted a breach of Code of Practice Clauses 4.3 (misleading), 5.1 (reflect up to date evidence accurately and clearly, 5.5 (comparisons must be fair) and 5.7 (scientific opinion must be reflected accurately), as these words when read in the context of the page (including the graph) would mislead the reader to conclude that Rimadyl had pharmacodynamic qualities which lasted longer than other competitors.

The Committee considered that the promotional words “the fast acting drug can also provide several days’ activity, says company vet Dave Gilbert” contained on the Farmers Weekly Interactive website, constituted a breach of Code of Practice Clauses 4.2 (must reflect current knowledge and responsible opinion); 4.3 (misleading & inaccurate); 4.5 (capable of substantiation); 5.1 (must reflect evidence accurately) and 5.2 (avoidance of exaggerated claims), as the word “activity” implied a pharmacodynamic effect, and that the pharmacokinetic quality which clearly was established by the serum half lives trial results relied upon, did not mean a corresponding pharmacodynamic effect. The mere fact that Rimadyl remained present in the blood of cattle for longer than other NSAIDs did not imply that it was therapeutically active for a longer period.

The Committee also had concerns regarding the inter-company voluntary agreements/undertakings in both Cases.

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.

Ends

7 January 2010

Notes for Editors

1. For further information contact Phil Sketchley at NOAH, tel. +44 (0)20 8367 3131, or visit the NOAH website, www.noah.co.uk/code. 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 29 corporate members and 8 associate members. In 2008 the NOAH sales survey showed a total for participants of £449m, 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 9 November 2009.