AstraZeneca: third-party “Sponsored” email linked to promotional microsite without naming sponsor or certifying final email (AUTH/3788/6/23)

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Key facts

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Case	AUTH/3788/6/23
Company	AstraZeneca UK Limited
Complainant	Contactable complainant (health professional)
Material	Third-party publisher email newsletter “SPONSORED” content block linking to “See Beyond Sugar” microsite
Product referenced on microsite	Forxiga (dapagliflozin)
Main issue	Email did not name AstraZeneca and did not make clear the link led to promotional content; email advert not certified
Applicable Code year	2021
Complaint received	30 June 2023
Case completed	23 July 2024
Appeal	No appeal
Breach clauses	Clause 3.6; Clause 5.5; Clause 8.1
No breach clauses	Clause 5.1
Sanctions	Undertaking received

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

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A health professional complained about the “SPONSORED” section of a third-party publisher’s email newsletter.
The sponsored content block read: “Sponsored: See Beyond Sugar: Using NICE NG28 guidelines to improve outcomes for type 2 diabetes patients” with a “READ MORE” button.
The button linked to a publisher-hosted microsite sponsored by AstraZeneca containing promotional material for Forxiga (dapagliflozin).
The email itself did not name AstraZeneca anywhere and did not indicate that the link led to promotional material.
AstraZeneca said the publisher sent the email outside the agreed/certified materials and without AstraZeneca’s prior oversight or approval, contrary to the media plan and agreements.

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Breach of Clause 3.6 (Disguising promotional material or activities).
Breach of Clause 5.5 (Failing to be sufficiently clear as to the company’s role and involvement).
Breach of Clause 8.1 (Failing to certify promotional material).
No breach of Clause 5.1 (Requirement to maintain high standards at all times).

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