Sanofi: Praluent website banner claim about reducing CV risk further ruled not misleading (no breach)

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Key facts

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Case number	AUTH/3391/9/20
Company	Sanofi
Product	Praluent (alirocumab)
Material	Banner advertisement on Praluent promotional website (UK HCP-restricted)
Main allegation	Headline broadened the licensed indication / off-licence promotion; misleading unless qualified
Key claim text	“He survived a CV event, now reduce his CV risk further* with Praluent”
Additional banner text	“Had an MI 6 months ago and not at LDL-C goal”
Clauses considered	Clause 3.2; Clause 9.1
Decision	No breach
Complaint received	30 September 2020
Case completed	22 February 2021
Applicable Code year	2019
Appeal	No appeal

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

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A UK health professional complained about a banner advertisement on Sanofi’s UK health-professional-only Praluent (alirocumab) promotional website.
The banner showed runners and the headline: “He survived a CV [cardiovascular] event, now reduce his CV risk further* with Praluent”.
The banner also stated: “Had an MI 6 months ago and not at LDL-C goal”.
The complainant alleged the headline did not make clear the indication’s limitations (adjunct to other agents / statin-intolerant or contraindicated) and therefore broadened the population and amounted to off-licence promotion.
Sanofi said the site was gated for UK health professionals, the full relevant licensed indication was displayed prominently near the banner, and the wording (“further”, MI 6 months ago, not at LDL-C goal) aligned with secondary prevention and standard care pathways.

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