Novavax: Nuvaxovid ad seen without HCP confirmation on P3 Pharmacy website (AUTH/3753/3/23) – No breach | PMCPA Case

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Key facts

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Case number	AUTH/3753/3/23
Company	Novavax UK Ltd
Complainant	Contactable complainant
Product	Nuvaxovid (COVID-19 vaccine)
Channel	P3 Pharmacy website (pop-up advertisement)
Allegation	Ad shown without the user being invited to confirm they were an HCP
Applicable Code	2021
Clauses considered	Clause 5.1; Clause 26.1
Outcome	No breach of Clause 5.1; No breach of Clause 26.1
Complaint received	10 March 2023
Case completed	30 May 2024
Appeal	No appeal
Additional sanctions	Not stated

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

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A complainant said that after clicking a Google link they were shown an advert for Nuvaxovid (a COVID-19 vaccine) on the P3 Pharmacy website without being asked to confirm they were a healthcare professional (HCP).
The advertisement appeared to be a pop-up on P3 Pharmacy.
Novavax said P3 Pharmacy (via its vendor/publisher) had assured them ads would only be shown to pharmacists/HCPs and that users had to proactively confirm HCP status.
Novavax said the ad was, in error, served before the HCP login/registration page / before acceptance of a terms-and-conditions (T&Cs) notice, due to an issue on the publisher/vendor side, which was rectified.
Novavax stated it had an internal review/approval process (medical, regulatory, legal) and the ad was approved with instructions to place only behind HCP identification requirements; it later decided to remove ads from the website.

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No breach of Clause 26.1 (Requirement not to advertise prescription only medicines to the public).
No breach of Clause 5.1 (Requirement to maintain high standards at all times).
No appeal.

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