AUTH/1919/11/06: PCT Head of Prescribing v Pfizer – Champix launch update meeting invite (No breach) | PMCPA Case

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Key facts

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Case number	AUTH/1919/11/06
Company	Pfizer Limited
Product	Champix (varenicline)
Complainant	PCT head of prescribing and medicines management
Main issue	Invitation/materials for “new treatment launch update” meeting allegedly aimed at non-HP staff and indirectly promoting a POM to the public
Meeting audience (as described)	NHS Stop Smoking Services staff and other stakeholders in smoking cessation (including pharmacists, doctors, nurses; plus some administrative/managerial roles)
Complaint received	15 November 2006
Case completed	20 February 2007
Applicable Code year	2006
Clauses considered	Clauses 2, 9.1, 12.1, 20.2
Outcome	No breach
Appeal	No appeal

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

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A PCT head of prescribing complained about Pfizer’s promotion of Champix (varenicline), focusing on an invitation to a “new treatment launch update” meeting.
The complainant alleged the invite and attached draft SPC were aimed at NHS stop smoking service staff who were not regulated health professionals and could not interpret clinical content (eg renal impairment) for public discussions.
The complainant alleged the meeting’s “true purpose” was to prime smoking cessation advisers to encourage members of the public to ask prescribers for Champix (alleged breach of Clause 20.2).
PMCPA also asked Pfizer to respond under Clauses 2, 9.1 and 12.1.
Pfizer said the meeting was for NHS Stop Smoking Services staff and stakeholders (including pharmacists, doctors and nurses) and that presentations were tailored to the audience and placed varenicline in context of smoking cessation modalities.
Meetings were arranged at the request of a regional tobacco policy manager (RTPM), who selected attendees; Pfizer approved invitations via its promotional approval process.

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No breach of the Code was ruled.
The Panel considered that, while many attendees did not meet the Code definition of “health professional” (they did not prescribe, supply or administer medicines), they could be considered appropriate administrative staff closely linked to smoking cessation services.
The Panel found it was not unreasonable to provide clinical information to this audience and the materials were developed to meet their needs.
The Panel found the material did not advertise a prescription-only medicine to the general public and it was not inappropriate to advertise Champix to attendees.

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