Promotion of Saxenda by Med Connections Limited (trading as Doctor 4 U)
Published 9 June 2021
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SUMMARY REPORT FOR PUBLICATION
February 2021 Promotion of Saxenda by Med Connections Limited (trading as Doctor 4 U)
The MHRA received 2 complaints concerning an advertisement for liraglutide (Saxenda, a prescription medicine licensed to help manage weight in eligible adults) which was proactively distributed via email by Doctor 4 U. The complainants alleged that the email advertising campaign did not comply with the Regulations because it promoted a prescription only medicine to the public.
The MHRA upheld the complaint. Doctor 4 U confirmed that they corrected an error in a software tool that had incorrectly classified the medicine as P (Pharmacy) legal status, which led to the distribution of the email to consumers. The company confirmed that they had implemented corrective measures including internal training and a sign-off process to ensure a clinician approves advertising copy before release to consumer contacts.