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    None of the television advertisements of medicinal products shown in June met the requirements set for advertising medical products

    15.07.2011
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    In the beginning of July the State Agency of Medicines intensified the supervision of television advertising of medicinal products with the purposes of examining whether the advertisements met the required standards and of improving the quality of the compulsory warning.

    The State Agency of Medicines reviewed all television advertisements of medicinal products shown in June on television channels Kanal 2, TV3 and Pervõi Baltiiski Kanal and altogether inspected 22 advertisements’ (10 in Estonian and 12 in Russian) compliance with the set requirements. None of the inspected television advertisements fully complied with the requirements for television advertisements of medicinal products.

    The primary violations were following: the advertisements failed to fully comply with the information specified in the summary of product characteristics of the medicinal product; the advertisements did not facilitate rational use of the medicinal product and did not contain sufficient information for the correct and safe use of the medicinal product. All of the advertisements failed to deliver the compulsory warning in the required manner because the warning was not read out at the speed of ordinary speech.

    The State Agency of Medicines issued precepts to all marketing association holders concerning all published television advertisements and prohibited the disclosure of advertisements that did not meet the established standards. Precepts were made to following marketing association holders: Novartis Finland Oy (Lamisil, Venoruton, Voltaren Emulgel), A. MENARINI Industrie Farmaceutiche Riunite s.r.l. (Lioton 1000), Berlin-Chemie AG (Espumisan, Mezym), McNeil AB (Microlax) and Nycomed SEFA AS (Hjertemagnyl).

    The State Agency of Medicines will continue the intensified supervision of television advertisements of medicinal products until the quality of the advertisements has improved.

    The requirements for advertising medicinal products are established with the aim to give the consumer a clear understanding of the advertised product being a medical product and to deliver the information about when the use of the medicinal product is reasonable. According to the Medicinal Products Act the advertisement has to be be up-to-date, understandable, unambiguous, ensure the distinguishability of the medicinal product from other medicinal products and contain sufficient information for the correct and safe use of the medicinal product.