Consilient Health: BMJ contraceptive “infographic” ad ruled misleading and PI illegible (AUTH/3731/1/23)

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Key facts

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Case number	AUTH/3731/1/23
Parties	Complainant v Consilient Health
Material	Printed BMJ promotional advertisement (“infographic”) with abbreviated prescribing information
Publication/date	BMJ print edition dated 21 January 2023 (between pages 51 and 52)
Complaint received	24 January 2023
Case completed	18 September 2023
Applicable Code	2021
Key issue	Unqualified statement implied contraceptive pills were licensed to help skin-related conditions, “balance hormones,” and manage menstrual cycles; PI difficult to read
Breach clauses	Clause 5.1, Clause 6.1, Clause 12.1
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 two-page printed British Medical Journal (BMJ) item certified as a promotional advertisement by Consilient Health (BMJ dated 21 January 2023, between pages 51 and 52).
The ad (an “infographic” based on a survey of 150 UK women taking an oral contraceptive pill) stated: “For many women, the contraceptive pill is more than just birth control. It helps with skin-related issues, balancing hormones and managing menstrual cycles.”
The complainant alleged the statement was misleading (especially “balancing hormones”) and that the abbreviated prescribing information (PI) was virtually illegible.
Consilient argued the statements reflected survey responses and that the ad clearly disclosed it was initiated and funded by Consilient; it also said PI had been checked for legibility at certification.
The Panel noted the products referenced via PI/SPCs were licensed for oral contraception/contraception/hormonal contraception only, and that the PI in the hard copy BMJ combined multiple medicines with very long line length, making it difficult to read.

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Breach of Clause 6.1 (Making a misleading claim).
Breach of Clause 12.1 (Failing to include up-to-date prescribing information in a clear and legible manner).
Breach of Clause 5.1 (Failing to maintain high standards).
No appeal.

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