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. Welcome to 2025, where pharma compliance is no longer just

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 not from malice, but from misunderstanding how the Code interprets

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 Final Signatory who has worked through PMCPA cases, that morning

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: Risk assessment is judgement-led, context-driven and documented. Good signatories enable

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 wrong, what the Panel was really warning us about, and