AbbVie: senior medical employee mentioned Botox on national TV quiz show (AUTH/3786/6/23)

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Key facts

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Case number	AUTH/3786/6/23
Parties	Complainant v AbbVie
Allegation	Alleged promotion of Botox on a national television show; alleged breach of undertaking
Media/channel	National television quiz show; related Daily Star article
Medicine	BOTOX® (prescription only medicine in the UK)
Applicable Code year	2021
Complaint received	29 June 2023
Case completed	22 August 2024
Appeal	No appeal
Breach clauses	Clause 5.1; Clause 5.2; Clause 26.1
No breach clauses	Clause 2 (x2); Clause 3.3; Clause 5.1; Clause 8.1; Clause 12.1; Clause 12.3; Clause 12.9
Sanctions (PMCPA listing)	Undertaking received; Additional sanctions: Not stated

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

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An anonymous, contactable complainant raised concerns about a 2022 episode of a popular national television quiz show featuring an AbbVie senior global medical affairs employee based in the UK.
On the show (and repeated in a Daily Star article), the employee described their role and said they worked across the aesthetics franchise, mentioning “injectable products like Botox and facial fillers”.
The complainant alleged this was reckless promotion of a prescription-only medicine (POM) to the public (audience stated as 3–5 million), did not reflect the special nature of medicines, and may have breached prior undertakings.
The complainant also referenced a moment where another contestant joked about placing “a large order for Botox”, and alleged the employee smiled/nodded.
AbbVie stated the appearance was not initiated, approved or directed by the company; it learned of the appearance on 4 May 2022 (after broadcast on 29 April 2022) via an internal report and opened an HR/compliance investigation.
AbbVie said the employee did not seek approval as they viewed it as private/personal activity; AbbVie nevertheless took disciplinary action and retraining, and later wrote to ITV and the Daily Star requesting removal of references to Botox.

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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 (x2) Requirement that activities or materials must not bring discredit upon, or reduce confidence in, the pharmaceutical industry.
No Breach of Clause 3.3 Requirement to comply with an undertaking.
No Breach of Clause 5.1 Requirement to maintain high standards.
No Breach of Clause 8.1 Requirement to certify promotional material.
No Breach of Clause 12.1 Requirement to include prescribing information.
No Breach of Clause 12.3 Requirement to include the non-proprietary name.
No Breach of Clause 12.9 Requirement to include the prominent adverse event reporting statement.

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