26 April 2016: ellaOne (ulipristal acetate) advertisement to the public
Published 21 June 2016
© Crown copyright 2016
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A member of the public complained about an advertisement for ellaOne produced by HRA Pharma UK & Ireland Ltd which was published on The Tab website. The complainant alleged that the claim “most effective” suggested that this product was better than another treatment.
MHRA did not uphold the complaint as the claim did not identify a comparator and was supported by statements in the product SPC. Review of the material indicated that the advertisement did not include the instruction ‘Always read the label’ or the active ingredient of the product. HRA Pharma immediately withdrew the advertisement and carried out a review with their media agency on how the information came to be removed erroneously.