AUTH/2005/5/07: GP v Pfizer – Celebrex journal ad claim ‘relieve my pain’ (No breach) | PMCPA Case

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Key facts

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Case number	AUTH/2005/5/07
Complainant	General practitioner
Company	Pfizer Limited
Medicine	Celebrex (celecoxib)
Material	Journal advertisement (COX459h), published in Geriatric Medicine, May 2007
Main issue	Alleged exaggerated efficacy / implied guarantee of 100% pain relief from “I need a treatment that will relieve my pain” near efficacy claims
Clauses considered	7.2, 7.4, 7.10
Decision	No breach
Complaint received	29 May 2007
Case completed	6 July 2007
Applicable Code year	2006
Appeal	No appeal

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

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A general practitioner complained about a Pfizer journal advertisement for Celebrex (celecoxib) published in Geriatric Medicine, May 2007 (ad code COX459h).
The complaint focused on the line “I need a treatment that will relieve my pain” placed close to efficacy claims, alleging it implied guaranteed 100% pain relief for all patients.
The PMCPA asked Pfizer to respond under Clauses 7.2, 7.4 and 7.10 (Code year 2006).
Pfizer argued the phrase was a patient aspiration and consistent with the licensed indication for “symptomatic relief” in OA, RA and ankylosing spondylitis, and that “relieve” does not imply 100% relief.

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