General Practitioner v Lilly (AUTH/2431/8/11): Legibility of prescribing information for Bydureon ad – no breach | PMCPA Case

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Key facts

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Case number	AUTH/2431/8/11
Complainant	General practitioner
Company	Eli Lilly and Company Limited
Product	Bydureon (exenatide)
Material	Advertisement/outsert attached to July/August 2011 edition of Practical Diabetes
Issue	Legibility of prescribing information (contrast and readability)
Clause(s) considered	Clause 4.1
Panel finding	No breach
Notable Panel comments	Grey text on white background “not helpful”; on the limits of acceptability for contrast; ‘max’ subscript not legible in places but understandable in context
Complaint received	10 August 2011
Case completed	7 September 2011
Appeal	No appeal
Additional sanctions	None stated

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

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A general practitioner complained that the prescribing information on an advertisement/outsert for Bydureon (exenatide) attached to the July/August 2011 edition of Practical Diabetes was “incredibly difficult to read”.
The complainant alleged this contravened Clause 4.1, citing expectations for a clear style of type and that dark print on a light background is preferable.
Lilly responded that the prescribing information met Code requirements for height, spacing, style and legibility, and denied a breach.
Although denying breach, Lilly said it would change the combination of font, colour and background in future materials.

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No breach of the Code was ruled.
The Panel considered the prescribing information was on the limits of acceptability regarding contrast (grey text on white background), but overall did not fail Clause 4.1.
The Panel noted Lilly’s intention to change font/colour/background in future material.

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