False or misleading claims

It is important that claims made for medicines do not mislead either intentionally or unintentionally. Therefore, it is important to consider whether the information presented in advertising and promotion can be misconstrued in any way. The way that graphs are presented and statistics are used in promotional items are common causes of false or misleading claims. These are therefore looked at in more detail here. 

The main principles behind the codes of conduct are that data be presented in a clear, accurate way, so as not to mislead the reader. 

However, suppressed zeros can be used and are not considered misleading if the message is that the two products are similar. In all cases the statistical significance (or lack of it) should be stated. 

FIGURE 6.4 Increase in blood cell count with drug A compared with drug B after 24 months. 

Promotional information should be clear, legible, accurate, balanced, fair, objective and sufficiently complete to enable the recipient to form his or her own opinion of the therapeutic value of the pharmaceutical product concerned. Promotional information should be based on an up-to-date evaluation of all relevant evidence and reflect that evidence clearly. It should not mislead by distortion, exaggeration, undue emphasis or omission, or in any other way. Every effort should be made to avoid ambiguity. Absolute or all-embracing claims should be used with caution and only with adequate qualification and substantiation. 

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