AUTH/3875/02/24: LinkedIn post mentioning Arexvy in financial results video (No breach)

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Key facts

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Case number	AUTH/3875/02/24
Company	GlaxoSmithKline (GSK)
Complainant	Anonymous, non-contactable
Material	LinkedIn post with 52-second video by a GSK global leader
Medicine mentioned	Arexvy
Core issue	Whether naming a POM in a publicly visible LinkedIn post amounted to advertising to the public / inappropriate public information
Applicable Code	2021
Clauses considered	2, 5.1, 26.1, 26.2
Panel decision	No breach of Clauses 2, 5.1, 26.1, 26.2
Complaint received	2 February 2024
Case completed	26 September 2024
Appeal	No appeal

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

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An anonymous, non-contactable complainant alleged a GSK global leader improperly mentioned a product name in a LinkedIn post visible to the public, amounting to promotion of a prescription-only medicine (POM).
The LinkedIn post (31 January 2024) accompanied GSK’s Q4 and full-year 2023 financial results and included a 52-second video.
In the video, the leader said: “GSK delivered excellent performance in 2023, with clear highlights, being the exceptional launch of Arexvy…”
“Arexvy” was mentioned once (about 7 seconds in). No indication, disease area, mode of action, or use was stated.
GSK argued the content was aimed at investors/media and was financial/corporate in nature, not product promotion; it also raised concerns about lack of intercompany dialogue (but the complainant was anonymous/uncontactable).

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No breach of Clause 26.1.
No breach of Clause 26.2.
No breach of Clause 5.1.
No breach of Clause 2.
The Panel considered the post primarily promoted GSK’s financial performance, not a POM, and did not raise unfounded hopes or encourage the public to request prescribing.

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