Almirall meeting invitation for Eklira Genuair: PMCPA found it was clearly promotional (no breach)

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Key facts

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Case number	AUTH/2584/3/13
Complainant	Clinical pharmacist
Company	Almirall
Material / activity	Invitation to a meeting (regional launch meeting)
Medicine	Eklira Genuair (aclidinium bromide inhalation powder)
Therapy area	COPD
Main issue	Whether the invitation blurred education vs promotion / disguised promotion; whether Clause 18.4 applied
Clauses considered	Clause 12.1 and Clause 18.4
Decision	No breach of the Code
Complaint received	7 March 2013
Case completed	16 April 2013
Applicable Code year	2012

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

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A clinical pharmacist complained about a four-page invitation to a meeting from Almirall, received via a colleague.
The front page was headed “Eklira Genuair” with the non-proprietary name (aclidinium bromide inhalation powder) and the line “COPD Management Guidelines”.
Page 2 gave a brief overview of the meeting, one speaker and the company; page 3 had agenda/date/time/venue; page 4 contained prescribing information for Eklira Genuair.
The complainant alleged the invitation looked educational (COPD guidelines) but prominently displayed the product name and prescribing information, potentially blurring the boundary between education and promotion.
The complaint was considered under Clause 12.1 and Clause 18.4.
Almirall said these were regional launch meetings for a newly launched respiratory product and that branding + prescribing information + sponsorship statement were included to make sponsorship and promotional intent unambiguous.

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The Panel ruled the invitation and meeting were promotional and that this was clear from the outset.
No breach of Clause 12.1.
No breach of Clause 18.4 (because it applies to non-promotional medical and educational goods and services, not promotional invitations).
Overall: No breach of the Code.

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