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PMCPA Case

AstraZeneca: UK employee ‘liked’ US LinkedIn post linking to Breztri press release – POM promotion to the public (AUTH/3775/6/23)

📅 8 March 2026 | 🖉 Dr Anzal Qurbain
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Key facts

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Case number AUTH/3775/6/23
Company AstraZeneca
Medicine / product Breztri (formoterol fumarate/ budesonide/ glycopyrronium); UK brand referenced in report: Trixeo
Channel LinkedIn (personal account post; employee ‘like’)
Main issue Promotion of a prescription only medicine to the public via a UK employee ‘liking’ a post linking to a US press release
Applicable Code 2021
Complaint received 7 June 2023
Case completed 14 August 2024
Appeal No appeal
Breach clauses Clause 5.1; Clause 5.2; Clause 26.1
No breach clauses Clause 2; Clause 9.1
Sanctions Undertaking 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 complainant alleged that a UK-based global senior colleague ‘liked’ a LinkedIn post about Breztri, thereby promoting a medicine to the public.
  • The original LinkedIn post was made on a personal account by a US-based AstraZeneca employee and linked to a US AstraZeneca press release (astrazeneca-us.com) about ATS 2023 data.
  • The post included disease/therapy claims (eg, “Prompt COPD treatment reduced the risk of future exacerbations”) and the link preview referenced “prompt initiation of BREZTRI”.
  • The linked US press release included the generic name (budesonide/glycopyrronium/formoterol fumarate), indication, important safety information, and links to full prescribing and patient information (US).
  • Three AstraZeneca employees had ‘liked’ the post (two US-based, one UK-based with a global role). AstraZeneca asked the global-role employees to remove their ‘likes’; this was done immediately.
  • AstraZeneca argued the original post was intended for a US audience, Breztri is not licensed under that brand name in the UK (UK brand: Trixeo), and the risk of UK public impact was negligible.
  • The Panel considered that ‘liking’ can increase dissemination to an employee’s connections and may be proactive dissemination; the UK employee had 500+ connections and would likely include members of the public in the UK.
  • The Panel considered the content (post + press release) promotional and noted the US indication was broader than the UK licensed indication for the same generic compound marketed as Trixeo.
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Outcome

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  • Breach of Clause 5.1 Failing to maintain high standards
  • Breach of Clause 5.2 Failing to recognise the special nature of medicines
  • Breach of Clause 26.1 Promoting a prescription only medicine to the public
  • No Breach of Clause 2 Requirement that activities or materials must not bring discredit upon, or reduce confidence in, the pharmaceutical industry
  • No Breach of Clause 9.1 Requirement that all relevant personnel concerned with the preparation or approval of material or activities covered by the Code must be fully conversant with the Code and the relevant laws and regulations
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