Novo Nordisk corporate ad in diabetes charity magazine: complaint about indirect DTC promotion (AUTH/1920/11/06)

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Key facts

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Case number	AUTH/1920/11/06
Complainant	Insulin Dependent Diabetes Trust
Company	Novo Nordisk Limited
Material	Corporate advertisement (ref INS/625/0806)
Publication	Diabetes Breakthrough (Juvenile Diabetes Research Foundation magazine), issue 37
Distribution noted	Print run/circulation about 10,000; 8,000 sent to 1,600 health professionals; over 700 mailed to a database; remainder distributed via head/regional offices, enquiries, and at events (including to the general public and targeted audiences)
Core allegation	Indirect direct-to-consumer advertising encouraging patients to request a specific insulin brand
Clause(s) considered	Clause 20.2
Decision	No breach
Complaint received	20 November 2006
Case completed	03 December 2006
Applicable Code year	2006
Appeal	No appeal

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

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The Insulin Dependent Diabetes Trust complained about a Novo Nordisk corporate advertisement placed in Diabetes Breakthrough (Juvenile Diabetes Research Foundation magazine), issue 37 (ref INS/625/0806).
Novo Nordisk said most copies went to health professionals, but some were distributed to the general public (including via events and enquiries).
The complainant alleged the line “... you need to be able to count on the company that supplies your medicine” amounted to advertising Novo Nordisk’s diabetes medicines to the public and could lead patients to request a specific insulin brand.
The Authority asked Novo Nordisk to respond in relation to Clause 20.2.
The Panel reviewed the ad’s content (headline “changing how we see your diabetes”, company logo, supportive corporate messaging including supplying necessary medicine and leading the search for a cure).

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No breach of the Code.
No breach of Clause 20.2.
The Panel accepted the ad might encourage patients to discuss Novo Nordisk’s products with their doctor, but it did not encourage patients to ask their doctor to prescribe a specific medicine.

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