AUTH/2283/12/09: Lundbeck breached Clause 4.7 over prescribing information location statement size/placement in Cipralex ad

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Key facts

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Case number	AUTH/2283/12/09
Complainant	Anonymous
Company	Lundbeck Ltd
Product	Cipralex (escitalopram)
Material	Two-page advertisement in The Pharmaceutical Journal (28 November 2009)
Issue	Statement “For references and prescribing information, see overleaf” too small (1.7mm x-height) and not on the outer edge
Applicable Code year	2008
Clauses breached	Clause 4.7
Complaint received	02 December 2009
Case completed	26 January 2010
Appeal	No appeal
Sanctions	Undertaking received

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

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An anonymous complainant challenged a two-page Cipralex (escitalopram) advertisement placed by Lundbeck in The Pharmaceutical Journal (28 November 2009).
The ad included the statement “For references and prescribing information, see overleaf”.
The complainant alleged the statement was too small to meet the Code requirement (lower case “x” no less than 2mm in height) when prescribing information is overleaf.
Lundbeck confirmed the copy sent to the journal used a lower case font size of 1.7mm for that statement.

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Breach found: Clause 4.7.
The Panel also noted the statement was not on the outer edge of the advertisement as required by the Code.
No appeal.
Sanction recorded as: undertaking received.

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