21 September 2016: Solpadeine Max Soluble Tablets Television Advertisement
Published 19 October 2016
© Crown copyright 2016
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A member of the public complained about a MediFacts television (TV) advertisement for Solpadeine Max Soluble Tablets produced by Omega Pharma and broadcast on several TV channels. The complainant was concerned that warnings around use of codeine were not clearly presented.
MHRA did not uphold the complaint on the concerns raised and considered that the advertisement included appropriate information on the risk of addiction and short term use of the product.
During review of the case, MHRA identified a concern that the advertisement may be regarded by viewers as a recommendation by scientists or healthcare professionals. Following discussions on the advertisement format with MHRA and PAGB, Omega Pharma agreed to amend the advertisement in line with the agreed industry principles, including making it clear that the presenter was a sales representative and removing references to pharmacy.
MHRA advice
MediFacts is a television advertisement format used by several pharmaceutical companies in the over-the-counter medicines sector.
Regulation 289 of the Human Medicines Regulations 2012 prohibits advertising for a medicine that refers to a recommendation by scientists or healthcare professionals. Where a spokesperson provides scientific information or suggests benefits of a treatment in advertising, companies should take active steps to ensure that viewers are not given the impression by words or context that the speaker is an independent scientist or healthcare professional.