AUTH/2382/1/11: GP complaint about Daily Mail coverage of Victoza (liraglutide) – No breach | PMCPA Case

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Key facts

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Case	AUTH/2382/1/11
Parties	General Practitioner v Novo Nordisk
Material	Articles on Daily Mail online
Medicine	Liraglutide (Victoza)
Indication referenced	Treatment of adults with type 2 diabetes to achieve glycaemic control in combination with oral anti-hyperglycaemics
Complaint received	19 January 2011
Case completed	15 April 2011
Applicable Code year	2008
Appeal	No appeal
Clauses considered	2, 9.1, 22.1 and 22.2
Ruling	No breach
Sanctions	None stated (No breach)

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

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What happened

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A general practitioner complained about Daily Mail (Mail Online) articles referring to liraglutide (Victoza), a prescription-only medicine indicated for adults with type 2 diabetes in combination with oral anti-hyperglycaemics.
The complainant alleged the Daily Mail online article quoted Novo Nordisk’s managing director promoting liraglutide for weight reduction (an unlicensed use at the time), exaggerating results, disparaging orlistat, and claiming liraglutide could “prevent and even cure diabetes”.
The complainant also referenced a second article and suggested “experts and opinion leaders” (allegedly supported by Novo Nordisk) were advocating liraglutide for weight loss, and compared this to earlier Novo Nordisk cases.
Novo Nordisk explained it had embarked on a consumer media programme to raise awareness of diabetes, not to promote Victoza.
A meeting took place (11 November 2010) between the managing director, a Daily Mail journalist and a communications team member, using a certified slide deck focused on diabetes impact and company heritage; slides included general references to insulin range and a “GLP-1 receptor agonist” for type 2 diabetes (without naming liraglutide) and pipeline topics (including “A cure for Type 1 diabetes”).
According to meeting notes, the journalist independently raised liraglutide/obesity and requested information; Novo Nordisk said it would provide published information later and steered discussion back to diabetes impact.
After the meeting, Novo Nordisk sent the journalist an “Incretin Backgrounder” (23 November 2010) and later (2 December 2010) a non-promotional statement with publicly available top-line phase 2 obesity trial results; this was approved by two signatories via email due to time constraints.
Novo Nordisk said the managing director was misquoted in the article and it sent a rebuttal to the journalist after monitoring identified the article (27 December 2010; rebuttal sent 11 January).

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Outcome

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No breach of the Code was ruled.
The Panel did not consider that, on the evidence before it, Novo Nordisk’s presentation, discussion and material provided to the journalist promoted a prescription-only medicine to the public.
The Panel also did not consider the material provided was not factual or balanced in relation to the licensed indication for liraglutide, nor that it encouraged members of the public to seek a prescription.
The Panel noted concerns about the arrangements/presentation/discussion (including whether there was disproportionate emphasis on liraglutide), but still ruled no breach.

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AUTH/2382/1/11: GP complaint about Daily Mail coverage of Victoza (liraglutide) – No breach

Key facts

What happened

Outcome

Clauses

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