Chiesi breached the ABPI Code after a third-party event email implied sponsorship of a prize draw tied to attending its promotional session (AUTH/3621/3/22)

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Key facts

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Case number	AUTH/3621/3/22
Company	Chiesi
Complainant	Contactable complainant (described self as a health professional)
Issue	Invitation/reminder email for MIMS Live Digital Event included prize draw for free annual MIMS Learning subscription; entry required attending sessions across all 3 days including Chiesi promotional session; sponsorship role not clearly described
Event timing	21–23 March 2022
Complaint received	15 March 2022
Case completed	21 December 2022
Applicable Code year	2021
Breach clauses	5.1, 5.5, 10.6, 19.1
No breach clauses	2
Sanctions	Undertaking received; Additional sanctions: Not stated
Appeal	No appeal

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

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A health professional complained about a reminder email for a MIMS Live Digital Event (21–23 March 2022) offering a chance to win a free annual subscription to MIMS Learning.
To enter the draw, delegates had to attend at least one session on each of the three days.
The only session on day 2 was a Chiesi promotional presentation (“Hot topics in asthma management”).
The email included an agenda but did not clearly identify in the agenda section that day 2 was a Chiesi promotional session; the Chiesi logo/sponsorship statement was at the bottom and required scrolling.
The Panel considered the email’s layout gave the impression that Chiesi sponsored the whole event, including the prize draw.
Chiesi said it was unaware of the prize draw until notified by the PMCPA and argued MIMS was independent and not acting as its “third party”.
The Panel found Chiesi was responsible under the Code for the email sent by MIMS in the context of its sponsorship benefits (including a 45-minute presentation slot).

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Breach of Clause 5.5 (role/sponsorship not clearly described in the email invitation).
Breach of Clause 10.6 (prohibited prize draw/competition arrangements linked to attendance, including the promotional session).
Breach of Clause 19.1 (offering a benefit in connection with promotion of medicines).
Breach of Clause 5.1 (high standards not maintained).
No breach of Clause 2 (not considered a matter of particular censure in the circumstances).
No appeal.

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