AUTH/2305/3/10: Clinical Pharmacist v Pfizer (Menopause patient website and outdated breast cancer risk data)

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Key facts

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Case number	AUTH/2305/3/10
Parties	Clinical Pharmacist v Pfizer
Material	Menopause patient website (www.menopausefacts.co.uk), produced and sponsored by Wyeth (later merged with Pfizer)
Main issue	Outdated and unbalanced presentation of breast cancer risk for oestrogen-only HRT; implied protective effect using prominent “-6” graphics; omission of later MHRA/CHM 2007 European data
Applicable Code year	2008
Complaint received	26 March 2010
Case completed	19 May 2010
Appeal	No appeal
Breach clauses	7.2, 9.1 and 22.2
Company position	Pfizer acknowledged potential breaches of 7.2 and 22.2; argued 9.1 should not apply due to conflicting evidence and prompt takedown
Panel view	Unacceptable to rely on 2004 US data without including 2007 European data on a UK site certified in 2008; presentation was not balanced and exaggerated differences; high standards not maintained
Sanctions	Undertaking received; additional sanctions not stated

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

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A clinical pharmacist complained about a patient website produced and sponsored by Wyeth (www.menopausefacts.co.uk) about the risks and benefits of hormone replacement therapy (HRT).
The website presented breast cancer risk information for oestrogen-only HRT in women aged 50–59 and 60–69 using data from the Women’s Health Initiative (WHI) Study (2004).
The site used grids of 1,000 figures and overlaid very prominent numbers, including a prominent “-6” on the oestrogen-only HRT screens, which gave the impression of a protective effect versus background risk.
The complainant said the information was outdated and misrepresented risk, noting it conflicted with more recent data summarised in the British National Formulary (BNF) based on the MHRA/Commission on Human Medicines Drug Safety Update (September 2007).
Wyeth had merged with Pfizer, so Pfizer handled the case; Pfizer shut the website down as soon as it became aware of the content.
The Panel considered it unacceptable that a UK website certified in April 2008 relied on 2004 US data and did not include the 2007 European data.

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Breach of Clause 7.2 (ruled; acknowledged by Pfizer).
Breach of Clause 22.2 (ruled; acknowledged by Pfizer).
Breach of Clause 9.1 (ruled by the Panel; Pfizer disputed this but the Panel found high standards had not been maintained).
No appeal.

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