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PMCPA Case

ALK-Abelló: Representative’s Facebook post promoted Jext (POM) to the public

📅 8 March 2026 | 🖉 Dr Anzal Qurbain
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Key facts

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CaseAUTH/3758/4/23
CompanyALK-Abelló Ltd
ComplainantAnonymous, non-contactable
MedicineJext (adrenaline tartrate)
ChannelFacebook (representative’s personal account)
Key conductFacebook status referenced Jext, used promotional language, urged sharing, and linked to jext.co.uk
Panel note on visibilityGlobe icon indicated the post could be viewed by individuals who were not Facebook friends
Complaint received04 April 2023
Post removed05 April 2023
Applicable Code year2021
Breach clausesClause 5.1; Clause 17.2; Clause 26.1
AppealNo appeal
Case completed10 May 2024
SanctionUndertaking received

Download the full case report (PDF)

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

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What happened

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  • An anonymous, non-contactable complainant alleged an ALK-Abelló representative posted about the prescription only medicine (POM) Jext (adrenaline tartrate) on Facebook and asked friends to share it.
  • The Facebook status (dated 31 July 2018) included overtly promotional language (eg “hands down the best patient support… share share share… especially my allergy friends!!”) and linked to jext.co.uk.
  • ALK said it was posted from the employee’s personal Facebook account and was intended for their personal Facebook friends (including colleagues, patients and members of the public).
  • The Panel noted the screenshot showed a globe icon, indicating the post could be viewed beyond the employee’s Facebook friends (ie publicly accessible).
  • The linked landing page had sections for “health professional”, “adult patient (19+)”, “teen patient (12–18)” and “kid patient (7–11)”; the Panel noted there was no section for members of the public.
  • ALK stated the post was not approved or certified by the company before posting.
  • On 5 April 2023 (after the complaint), the employee took screenshots and deleted the post; ALK also independently reviewed the employee’s Facebook and said no other ALK product posts were found.
  • ALK acknowledged additional process issues: it could not locate evidence of completion of certain social media/SOP training for the employee; and the Jext website landing page was not certified at the time the Facebook post was made. ALK also said it had identified (21 March 2023) that the landing page lacked alternative information for members of the public and re-certified an updated version that included such information.
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Outcome

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  • Breach of Clause 5.1 (Failing to maintain high standards).
  • Breach of Clause 17.2 (Representative failing to maintain a high standard of ethical conduct).
  • Breach of Clause 26.1 (Promoting a prescription only medicine to the public).
  • No appeal.
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