Let me tell you about a moment in 2024 that jolted me: an utterly compliant disease-awareness campaign unravelled because a single social media image was perceived—by a reasonable HCP—to suggest brand favouritism. The intent? Pure. The outcome? A Code breach.…
Tired teams, last-minute campaigns, and a swirl of regulatory updates — the Christmas run-up in pharma is always a mixing pot of reflection and resolve. Reflecting on this year’s ABPI Code breaches, I’ve noticed a recurring theme: many slip-ups stem…
I still remember the LinkedIn post that landed in my inbox at 7:30 a.m. — a well-meaning disease-awareness graphic shared by a global team, liked by an employee in the UK, and suddenly a compliance red flag. As an ABPI…
In this short piece I’ll step into the signatory seat and explain what risk assessment actually looks like when I review a job bag: not a sterile tick-box exercise, but a live weighing of audience, context, evidence and consequence. TL;DR:…
I review 100’s of clinician videos and often i think: technically great, strategically risky. In CASE/0360/11/24 (Complainant v AstraZeneca) a Trixeo video on the company website looked harmless until the PMCPA sliced it apart. I’ll take you through what went…
