Schering-Plough: NeoClarityn ‘triple stopping power’ ad misleading on ‘anti-inflammatory’ claim (AUTH/2185/11/08)

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Key facts

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Case number	AUTH/2185/11/08
Complainant	Pharmacist practitioner
Company	Schering-Plough Ltd
Product	NeoClarityn (desloratadine)
Material	Journal advertisement (ref NCL/08-579) in GP, 7 November
Main issue	Implied clinically supported “anti-inflammatory” action inconsistent with SPC; misleading impression
Applicable Code year	2008
Breach clauses	Clause 3.2; Clause 7.2
Complaint received	17 November 2008
Case completed	5 January 2009
Appeal	No appeal
Sanctions	Undertaking received; Additional sanctions: Not stated

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

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A pharmacist practitioner complained about a NeoClarityn (desloratadine) advertisement placed in GP (7 November) by Schering-Plough.
The ad headline was “Triple stopping power for allergic rhinitis” and showed three goalkeepers labelled “anti-histaminic”, “anti-allergic” and “anti-inflammatory”.
The complainant argued that while anti-inflammatory effects might be shown in vitro, claiming clinically relevant anti-inflammatory action was contradicted by the SPC (which said clinical relevance remained to be confirmed).
Schering-Plough argued the “anti-inflammatory” wording was supported by published literature and a mix of in vitro, in vivo and clinical data; it also withdrew the ad and said any future use would explain the evidence more clearly.
The Panel considered the overall impression of the ad was that NeoClarityn was authorised and clinically supported as an antihistamine, anti-allergic and anti-inflammatory.

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The Panel ruled the advertisement was inconsistent with the NeoClarityn SPC regarding anti-inflammatory action.
The Panel ruled the advertisement was misleading.
Breaches were ruled for Clauses 3.2 and 7.2 (Code 2008).
No appeal.

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