AUTH/1982/3/07: Anonymous v Teva — Qvar journal advertisement (no breach) | PMCPA Case

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Key facts

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Case number	AUTH/1982/3/07
Parties	Anonymous v Teva
Product	Qvar (beclomethasone diproprionate)
Material	Journal advertisement in Pulse (ref IV/QV/AD/02/07)
Main issue	Use of partially clothed people; alleged to undermine serious nature of medicines and disrespect HCP audience
Applicable Code year	2006
Clauses considered	9.1 and 9.2
Decision	No breach
Complaint received	29 March 2007
Case completed	27 April 2007
Appeal	No appeal

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

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An anonymous reader complained about a Teva UK Limited journal advertisement for Qvar (beclomethasone diproprionate) published in Pulse (ref IV/QV/AD/02/07).
The complaint alleged the ad prominently displayed partially clothed individuals and used this to attract attention.
The complainant said the approach undermined the serious nature of medicines, disrespected the professional audience, could offend some readers, and reflected negatively on the industry.
The PMCPA asked Teva to respond under Clauses 9.1 and 9.2 (Code year 2006).
Teva said the main focus was a beach holiday scene dominated by a man in swim shorts blowing up a lilo, intended to convey that good asthma control enables normal activities.
Teva cited pre-publication market research (12 GPs and 12 nurses) indicating the beach concept was preferred and not considered offensive or undermining.
Teva stated similar imagery appeared in other healthcare publications and was not markedly different from other ads.

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No breach of the Code was ruled.
No breach of Clause 9.2 (special nature of medicines / professional standing of audience).
No breach of Clause 9.1 (high standards must be maintained at all times).

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