AUTH/3424/11/20: Anonymous v GlaxoSmithKline (GP Online ‘Sponsored by GSK’ asthma inhalers article and lowcarboninhalers.co.uk) – No breach on appeal | PMCPA Case

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Key facts

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Case	AUTH/3424/11/20
Parties	Anonymous v GlaxoSmithKline
Subject	GP Online sponsored article about switching asthma inhalers to cut carbon emissions; linked lowcarboninhalers.co.uk HCP website
Applicable Code year	2019
Complaint received	13 November 2020
Case completed	16 September 2021
Panel decision	Breach of Clauses 9.10 and 9.1 for the GP Online article; no breach for the website-related allegations
Appeal	GSK appealed the Panel’s rulings on Clauses 9.10 and 9.1
Appeal Board decision	No breach of Clause 9.10; consequently no breach of Clause 9.1 (appeal successful)
Final outcome	No breach of the Code
Materials referenced	GP Online article ref NP-GB-RS-ADVR-190001; website ref NP-GB-RS-WCNT-190007 (as cited in complaint)

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

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An anonymous, non-contactable complainant (self-described health professional) complained about a GP Online article on switching asthma inhalers to help the NHS cut carbon emissions.
The GP Online page displayed “Sponsored by GSK” above the title and a GSK logo; further down it stated “This article was initiated, funded and reviewed by GSK”, and similar wording appeared again at the bottom.
The complainant alleged the sponsorship declaration was unclear at first view and did not make GSK’s level of involvement (initiator/funder) sufficiently clear.
The article linked to lowcarboninhalers.co.uk (intended for UK health professionals). The complainant alleged the site was biased towards dry powder inhalers (DPIs), included an “18x” carbon footprint claim, provided “what can you do?” statements without references, lacked prescribing information and a compliant adverse event statement, and was one-sided/disparaging towards pMDIs.
GSK responded that both items were non-promotional/educational; the website discussed broad inhaler categories (pMDIs vs DPIs) without promoting specific medicines/devices, included a link to the NICE inhaler decision aid, and included an invitation to report adverse events.

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Final outcome (after appeal): No breach of the Code.
The Panel initially ruled a breach for the GP Online article under Clauses 9.10 and 9.1, but GSK appealed.
The Appeal Board allowed the appeal and ruled no breach of Clause 9.10 and consequently no breach of Clause 9.1.
For the lowcarboninhalers.co.uk website, the Panel ruled no breach of Clauses 4.1, 4.6, 4.9, 7.2, 7.4, 8.1, 9.1, 12.1 and 14.1.

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