Teva: Ajovy website landing-page pop-up – no breach (AUTH/3602/1/22) | PMCPA Case

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Key facts

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Case number	AUTH/3602/1/22
Company	Teva UK Limited
Complainant	Contactable complainant (described him/herself as a concerned UK health professional)
Medicine	Ajovy (fremanezumab)
Issue	Landing-page pop-up on www.ajovy.co.uk; allegation that generic name and black triangle were missing
Applicable Code	2021
Clauses considered	12.3, 12.10, 26.4
Decision	No breach of Clauses 12.3, 12.10, 26.4
Rationale (summary)	Complainant did not discharge burden of proof that brand reference on the landing page promoted Ajovy to HCPs; landing page not aimed specifically at patients taking Ajovy
Complaint received	20 January 2022
Case completed	14 March 2023
Appeal	No appeal
Company action noted	Teva removed the product name from the landing page pop-up to avoid similar complaints

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

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A UK health professional complained about the Ajovy (fremanezumab) website (www.ajovy.co.uk), focusing on the initial landing-page pop-up.
The pop-up asked users to confirm whether they were a healthcare professional, with options “I am a healthcare professional” and “I am not a healthcare professional”.
The complainant alleged the generic name and black triangle were missing from this pop-up.
The Authority asked Teva to consider Clauses 12.3, 12.10 and 26.4 of the 2021 Code.
Teva said the pop-up was an access-gating mechanism (an entry page), not promotional content, and that selecting either audience route led to pages that included the generic name, black triangle and adverse event statement (with additional wording referring to the black triangle).
Teva nevertheless changed the pop-up and removed the product name to avoid similar complaints in future.

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No breach of the Code was found.
The Panel did not consider the complainant had discharged the burden of proof that the landing page promoted Ajovy to health professionals.
The Panel also did not consider the landing page was aimed specifically at patients taking Ajovy.

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No Breach of Clause 12.3 Requirement to include the non-proprietary name in promotional material
No Breach of Clause 12.10 Requirement to include the black triangle in promotional material
No Breach of Clause 26.4 Requirement to include the black triangle in material which relates to a medicine that is intended for patients taking that medicine

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