AUTH/2813/12/15: Anonymous (non-contactable) v Pfizer — exhibition stand hospitality at ESC Congress (No breach) | PMCPA Case

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Key facts

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Case number	AUTH/2813/12/15
Complainant	Anonymous, non-contactable (self-described UK health professional)
Company	Pfizer (including response on behalf of the BMS-Pfizer Alliance for Eliquis)
Event	European Society of Cardiology (ESC) Congress, London
Event dates	29 August – 2 September 2015
Main allegation	Exhibition stands were extravagant/in poor taste; “party atmosphere”; Pfizer allegedly gave out a named proprietary flavoured iced drink
Hospitality described	Two Pfizer-only stands: bottled water only. Eliquis stand: coffee, tea, hot chocolate, chai latte, flavoured iced drinks, iced coffee, small chocolates, and water
Code year	2015
Clauses considered	9.1, 9.7, 22.1
Panel decision	No breach of Clauses 9.1, 9.7 or 22.1
Complaint received	21 December 2015
Case completed	8 February 2016
Appeal	No appeal

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

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An anonymous, non-contactable complainant (self-described UK health professional) complained about exhibition stands at the European Society of Cardiology (ESC) Congress in London (29 Aug–2 Sep 2015).
The complainant alleged the majority of stands were “extremely extravagant” and in poor taste, creating a “party atmosphere” rather than a scientific congress atmosphere.
Three examples were cited, including an allegation that Pfizer gave out a named proprietary flavoured iced drink.
Pfizer explained it had three stands: two Pfizer-only stands (bottled water only; no giveaways; no entertainment/music) and one Eliquis (apixaban) stand run on behalf of the BMS-Pfizer Alliance.
For the Eliquis stand, Pfizer described the stand set-up (banners, seating, electronic tabletops/screens, and presentations by key opinion leaders) and refreshments provided (coffee, tea, hot chocolate, chai latte, flavoured iced drinks, iced coffee, small chocolates, and water).
Pfizer stated the Alliance did not serve the proprietary drink named by the complainant and argued the refreshments were appropriate subsistence and not an inducement to visit the stand.
The Panel considered PMCPA guidance that exhibition-stand hospitality must be subsistence only and not an inducement (generally limited to non-alcoholic beverages like tea/coffee/water and very limited sweets/biscuits/fruit; hot dogs/ice-cream/waffles etc should not be provided).

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No breach of the Code was ruled.
The Panel found the range of beverages was “on the limits of acceptability” but overall not contrary to Clause 22.1.
The Panel found the complainant did not provide supporting material for the “extravagant/party atmosphere” allegations and, being non-contactable, could not clarify; on the evidence available, Pfizer’s stands were not shown to be unacceptable.

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