Pfizer: Lipitor journal ad – economic modelling percentages presented as clinical absolutes (AUTH/2184/11/08) | PMCPA Case

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Key facts

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Case number	AUTH/2184/11/08
Company	Pfizer Limited
Product	Lipitor (atorvastatin)
Material	Journal advertisement (ref LIP3055c) in Guidelines in Practice, volume II, 7 July
Complainant	Primary Care Trust head of medicines management and a GP medical advisor/general practitioner
Complaint received	14 November 2008
Case completed	08 January 2009
Applicable Code year	2008
Key issue(s)	Economic modelling percentages (37% vs 82%) presented in a way that implied proven clinical outcomes; substantiation in context
Breach clauses	7.2, 7.3, 7.4
Appeal	No appeal
Sanctions	Undertaking received; Additional sanctions: Not stated

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

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A Primary Care Trust head of medicines management and a GP medical advisor/GP complained about a Pfizer journal advertisement for Lipitor (atorvastatin) placed in Guidelines in Practice (ref LIP3055c).
The ad headline referenced new NICE lipid modification & Type 2 diabetes guidelines and stated targets of <4mmol/L total cholesterol or <2mmol/L LDL for patients with established CVD or Type 2 diabetes.
The ad then claimed: “Economic modelling estimates that only 37%…” achieve target with simvastatin 40mg, and “An estimated 82%…” would achieve target with a “simvastatin 40mg – Lipitor titration strategy”, referenced to “data on file”.
Complainants alleged (1) the NICE target message was presented in a way that could imply it applied to all patients, (2) the 37%/82% claims were not robust (unpublished, not peer reviewed, modelling-based), and (3) the ad implied NICE endorsement of Lipitor.

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Breach found for the economic modelling percentage claims: the Panel considered the claims misleading and not capable of substantiation in context.
No breach regarding the allegation that the NICE targets were implied to apply to all patients (Panel considered the subset population was made clear).
No breach regarding the allegation that the ad implied NICE endorsed Lipitor.
No appeal.

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