3 December 2014: advert for NeuraCeq
Published 8 April 2015
© Crown copyright 2015
This publication is licensed under the terms of the Open Government Licence v3.0 except where otherwise stated. To view this licence, visit nationalarchives.gov.uk/doc/open-government-licence/version/3 or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: psi@nationalarchives.gov.uk.
Where we have identified any third party copyright information you will need to obtain permission from the copyright holders concerned.
This publication is available at https://www.gov.uk/government/publications/advertising-investigations-december-2014/3-december-2014-advert-for-neuraceq
A complainant alerted MHRA to an advert for NeuraCeq (florbetaben 18F) issued by Piramal Imaging Limited. The advert invited healthcare professionals to the UK launch of the product and stated that the cost of the medicine was ‘to be confirmed’. Piramal confirmed that all future marketing material relating to NeuraCeq would reflect the basic cost.
MHRA’s advice
It’s a statutory requirement for printed advertising materials, including all written material accompanying promotions for qualified persons to prescribe or supply medicines, to state the cost of the medicinal product. There are exceptions for an advert in a journal printed in the UK with a circulation outside the UK of more than 15% of its total circulation and for short form adverts. Further information is available in section 6.4 of MHRA’s Blue Guide.