Impact of APBI Code on Promo Industry By Margot Parker, Director, Eurocom-consult.com

The new ABPI code will be implemented from 1 January 2011 and reflects major changes ahead for promotional gift items. From that date pharmaceutical representatives will no longer be permitted to distribute promotional items such as post it pads, mugs, pens, diaries, etc, to healthcare professionals. 

Gifts and promotions have been increasingly under attack, predominantly from the USA and the EU, with the USA already implementing draconian bans on promotionally branded items, such as post it pads and numerous other items used by many pharmaceutical companies in their marketing mix. 

The EFPIA (European Federation of Pharmaceutical Industry Association), along with the UK ABPI knew that a new updated code would be needed to comply with EU Council Directive 2004/27/EC and proposed UK reforms. At the heart of the changes proposed to the ABPI code was a call for greater transparency in relationships between the pharmaceutical industry and medical professionals. Amongst many areas of concern was a need to address patient’s distrust of the doctor/pharmaceutical company relationship and to restore patient confidence in medical independence. 

The current proposals, agreed by the ABPI Board, were available for comments on the PMCPA (Prescription Medicines Code of Practice Authority) website, however the consultation period closed on 13 August 2010. The PMCPA website says medical and educational goods and services that will enhance patient care or benefit the NHS and maintain patient care can be provided, if this does not constitute an inducement to use a medicine. 

If the current proposals are fully accepted, then many promotional products will no longer be allowed, as previously mentioned, mugs, computer accessories, and stationery will fall within the changes being proposed in the code. It is also expected that promotional items will no longer be able to carry the name of the medicine on them. 

On a more positive note pharmaceutical companies can provide healthcare professionals (HCPs) with items to pass on to patients as part of a patients’ support programme, or items which help to improve patient care, but they must not be provided to individuals for their personal benefit. It also says inexpensive pads and pens with the company name may only be provided to HCPs attending educational meetings. 

The final proposals to the code changes will be presented at the APBI general meeting expected to be held on 2 November 2010. If they are approved the new Code of Practice will be effective from 1 January 2011, with a transitional period before becoming fully implemented and operational on May 2011. 

Details of the ABPI code are available at www.abpi.org.uk 

Margot Parker

Director, Eurocom-Consult.com

 

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