What 214 Social Media cases taught me about compliance risk

I’ve just finished reviewing 214 PMCPA cases where social media played a role. The pattern is undeniable: LinkedIn and other platforms are now a leading source of ABPI Code breaches. And the worrying part? Most of these breaches started with posts that looked completely harmless.

The “Innocent Post” problem

• A junior colleague posting a conference selfie.

• An employee hitting “like” on a corporate update.

• Someone sharing enthusiasm about a clinical trial.

Each of these, in the wrong context, triggered compliance issues. Online, it doesn’t matter what you intended. It matters how it lands.

👉 Lesson: Intention doesn’t protect you. Impact does.

Why transparency matters more than ever:

Time and again, I saw the same theme: blurred lines. Factual updates mixed with subtle claims. Trial results shared before approval. Personal posts amplified as company endorsements.

Transparency isn’t a tick-box exercise. It’s the backbone of ethical communication. Without it, you’re already halfway to a breach.

Pre-licence:

One of the biggest traps? Pre-licence sharing.

Posts like: “Excited to announce our Phase III results…”

I saw this cited repeatedly in the 214 cases. The Code is clear—pipeline and investigational product details are off-limits online. Excitement is not a defence.

👉 Lesson: Discipline counts more than enthusiasm.

Employees: The wildcard

One “like” or repost from an employee can turn a small issue into a case file. And yes, companies are held responsible—even if the action was personal.

The fix isn’t silence. It’s training. Employees need clear guidance, real-world examples, and ongoing reminders. The digital world doesn’t come with a warning label—your people need one.

Audience > Intention

Another recurring theme in those 214 cases: posts aimed at HCPs but seen by the public. Once something is live, you can’t control the audience. Disclaimers don’t shield you.

👉 Lesson: Audience always matters more than intention.

So What? My Advice After 214 Cases

• Training and guardrails aren’t optional.

• Guidelines must be practical, not vague.

• Monitoring should be proactive, not reactive.

• Final signatories need digital fluency as much as regulatory knowledge.

This isn’t about shutting people down. It’s about empowering teams to share safely, confidently, and compliantly.

My final word

Social media can be a huge asset for pharma—but only if compliance is baked into the culture. The cases I reviewed show that without mentorship, training, and clear boundaries, the risks multiply fast.

Compliance isn’t a checkbox. It’s a culture. And it’s one we need to keep building—together.