GSK breached ABPI Code over “Trevor trusts Trelegy” website claim (AUTH/3785/6/23)

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Key facts

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Case number	AUTH/3785/6/23
Company	GSK (GlaxoSmithKline UK Limited)
Product	Trelegy Ellipta (fluticasone furoate/umeclidinium/vilanterol)
Channel	Promotional website (GSKPro) aimed at UK health professionals
Main issue	Headline claim “Trevor trusts Trelegy*” found ambiguous, misleading and not capable of substantiation
Secondary issue	Video phrase “there’s life in this old dog yet” alleged to imply mortality benefit; Panel ruled it was a colloquialism and not a medicine claim
Complaint received	27 June 2023
Case completed	22 October 2024
Applicable Code year	2021
Appeal	No appeal
Sanctions applied	Undertaking received

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

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An anonymous complainant challenged promotional content for Trelegy on GSK’s HCP-facing website (GSKPro).
The webpage headline claim stated: “Trevor trusts Trelegy*”, with a qualifier: “*But Trevor is only a dog that wants walkies! Consult our data to see why”.
The complainant alleged the “trust” claim was misleading and unsupported (no evidence patients/animals “trust” Trelegy; product is for human use).
The complainant also alleged a line in an embedded video (“there’s life in this old dog yet”) implied extended life expectancy.
GSK acknowledged breaches for the “Trevor trusts Trelegy” claim, but denied breaches regarding the “life in this old dog yet” phrase and denied Clause 2.
GSK removed the webpage quickly and described wider corrective actions, including suspending Trelegy promotional pages and convening an Incident Management Team.

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Breach of Clause 6.1 (Making a misleading claim) in relation to “Trevor trusts Trelegy”.
Breach of Clause 6.2 (Making an unsubstantiated claim) in relation to “Trevor trusts Trelegy”.
Breach of Clause 5.1 (Failing to maintain high standards).
No Breach of Clause 6.1 (Requirement that claims must not be misleading) in relation to the phrase “there’s life in this old dog yet”.
No Breach of Clause 6.2 (Requirement that claims must be capable of substantiation) in relation to the phrase “there’s life in this old dog yet”.
No Breach of Clause 2 (Requirement that materials must not bring discredit upon, or reduce the confidence in, the pharmaceutical industry).

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Breach of Clause 6.1 Making a misleading claim
Breach of Clause 6.2 Making an unsubstantiated claim
Breach of Clause 5.1 Failing to maintain high standards
No Breach of Clause 6.1 Requirement that claims must not be misleading
No Breach of Clause 6.2 Requirement that claims must be capable of substantiation
No Breach of Clause 2 Requirement that materials must not bring discredit upon, or reduce the confidence in, the pharmaceutical industry

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