Zoetis UK Ltd found in breach of the NOAH Code of Practice for the Promotion of Animal Medicines

The NOAH Code of Practice on the Promotion of Animal Medicines Committee, chaired by Guy Tritton, met in June 2021, to hear Case 303/06/21.

This case was brought by Hipra UK and Ireland Ltd against Zoetis UK Ltd regarding promotional claims made between March and May 2021 for Zoetis’ product CircoMax® Myco.

The complaint was that claims, which could not be substantiated, had been made that CircoMax® Myco provides broadest protection and broader coverage against PCV2 (porcine circovirus). These included phrases such as “Stay one step ahead with the broadest, longest-lasting combined PCV2 and M.hyo* protection” and “Protect your pigs with Europe’s first and only dual PCV2 genotype vaccine. Broader coverage – against multiple PCV2 genotype and Mycoplasma hyopneumoniae”.

Following comprehensive presentations from both parties and detailed analysis of the scientific and technical background, the Committee found that in their promotional statements, Zoetis promoted its CircoMax® Myco vaccine as providing better and broader protection against the PCV2 virus than other vaccines on the market and that the evidence presented was not sufficient to substantiate such claims. As a result, Zoetis were found to be in breach of clauses 4.3(i), 4.3(iii), 4.3(vii), 4.4(i) and 4.4(iii) of the NOAH Code of Practice.

More information on the case can be accessed on the NOAH website at the following link https://www.noah.co.uk/focus-areas/promotion-of-animal-medicines/cases/2021-cases/

Notes for Editors

  1. For further information on NOAH contact Dawn Howard at NOAH, tel. +44 (0)20 8367 3131, or visit the code section of the NOAH website.

  2. NOAH represents the UK animal health industry. Its aim is to promote the benefits of safe, effective, quality products and services for the health and welfare of all animals.

  3. Clause 4.3 and 4.4 of the NOAH Code are:

    Clause 4.3:

    A Promotion of Animal Medicines must:

    (i) be fair;

    (ii) be balanced;

    (iii) not be misleading (directly or by implication);

    (iv) not directly or by implication disparage the products or services of other companies;

    (vii) not state directly or by implication that an Animal Medicine, or an active ingredient, has some special merit, quality or property over other products unless this can be substantiated

    Clause 4.4:

    Any information or claim in a Promotion of Animal Medicines must:

    (i) be accurate;

    (ii) be based on an up-to-date evaluation of all the evidence and must reflect this evidence accurately and clearly;

    (iii) be capable of substantiation