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

📊

Key facts

⌄

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

🤖

Got a question about this case?

Ask one of our 13 specialist ABPI advisors — instant answers, 24/7.

Ask AskAnzal AI

🎬 Expert Video Walkthrough

🎬

Video walkthrough — coming for members

Subscribe now and get expert video analysis for every case as we publish them.

Subscribe — from £299/yr

📋

What happened

⌄

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.

⚖️

Outcome

⌄

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

🔒

Unlock the full case analysis

Members get the complete breakdown — Clauses, Sanction, Signatory Lens, Audit checklist, and 3 Key Questions.

Best value

£249/year

Annual — save £99

£29/mo

Monthly

Join Now — Instant Access

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

Key facts

What happened

Outcome

Clauses

Unlock the full case analysis

AQP Flagship Path — the complete UK ABPI signatory programme

📰 Weekly PMCPA Case Breakdown