AUTH/1854/6/06: Servier – Coversyl journal ad alleged to breach an undertaking (no breach) | PMCPA Case

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Key facts

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Case number	AUTH/1854/6/06
Parties	Principal Hospital Pharmacist/Director v Servier Laboratories Ltd
Product	Coversyl (perindopril)
Material	Journal advertisement (ref 06COAD339)
Issue	Alleged breach of undertaking (re-use of an ad previously ruled misleading in AUTH/1756/9/05)
Clauses considered	2, 9.1 and 22
Decision	No breach of Clause 22; therefore no breach of Clauses 9.1 and 2
Complaint received	27 June 2006
Case completed	16 August 2006
Appeal	No appeal
Published	November 2006 Code of Practice Review

Reviewed by Dr Anzal Qurbain (FFPM) — ABPI Final Signatory

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A principal hospital pharmacist complained that a journal advertisement for Coversyl (perindopril) (ref 06COAD339) had been used again despite a previous ruling against a similar ad (Case AUTH/1756/9/05).
Because the allegation was a breach of an undertaking, the Director took the matter up (the Authority’s responsibility is to ensure compliance with undertakings).
The earlier case (AUTH/1756/9/05) found a claim misleading because it implied Coversyl monotherapy reduced cardiovascular (CV) events based on PROGRESS, when PROGRESS involved combination therapy and did not allow attribution to perindopril alone.
Servier said the current campaign was materially different (changed strapline/copy, removed EUROPA mention, removed trial logos, removed the prior claim) and that the revised copy clearly stated CV event reduction was seen when Coversyl was used as part of a blood pressure (BP) lowering regimen for patients needing more than one agent.

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