Reviewing pharmaceutical marketing materials ensures that drug advertisements are accurate, truthful, and safe for consumers and healthcare professionals. In Finland, pharmaceutical marketing follows strict rules and careful supervision.

A thorough review of promotional, marketing, and educational materials helps prevent misleading information. It ensures that both consumers and healthcare professionals receive accurate and up-to-date details about medicines.

Hanna Hartikka, an expert in regulatory affairs and pharmacovigilance at Medimo, is often asked how much or how little information should be included in pharmaceutical marketing materials. 

– Another common question is whether marketing materials must strictly follow the product information text approved by authorities, Hanna Hartikka says.

Pharmaceutical marketing is subject to numerous regulations. Important is to ensure that the necessary minimum information about the drug is provided and that it aligns with the latest approved summary of product characteristics (SmPC).

– It is also crucial to ensure that marketing materials follow the specific regulations set for their target audience, Hartikka adds.

Only non-prescription medicines can be advertised to consumers

Pharmaceutical advertisements must meet strict requirements depending on their target audience. Advertisements aimed at consumers must include the name of the medicine and its active ingredient, its intended use, and essential safety and usage instructions. 

Additionally, consumers must be encouraged to read the package leaflet, and the marketing authorization holder or marketer must be mentioned.

Over-the-counter (OTC) medicines can be advertised to consumers, while prescription drug marketing is only allowed for healthcare professionals. Advertisements targeted at professionals must include essential prescribing information, legal supply conditions, potential health insurance reimbursements, and, if available, the prices of different package sizes.

In Finland, pharmaceutical marketing is regulated by national pharmaceutical legislation and decrees, the Consumer protection act, and the Ethical guidelines of the Pharmaceutical industry association (Lääketeollisuus ry). EU laws, guidelines, and each country’s national regulations also guide pharmaceutical marketing.

How pharmaceutical marketing differs from medical Information

Pharmaceutical marketing and medical information are concepts that can sometimes be confused with one another. The goal of pharmaceutical marketing is to support the safe use of medicines.

It aims to promote the prescription, dispensing, and purchase of medicines, while also providing information on their correct and safe use. The purpose of medical information, on the other hand, is to offer objective and neutral information about the use of medicines without any commercial intent.

Ads must be easy to recognize

A pharmaceutical advertisement must be easy to recognize as an advertisement.

– Hidden advertising refers to ads that are not clearly recognizable as such, explains Hanna Hartikka.

Preventing hidden advertising is important so that consumers can easily recognize when they are being marketed to.

There are also specific rules against hidden advertising:

  • Advertisements must not claim that a medicine is completely harmless or superior to other treatments
  • Marketing must not use endorsements from experts or public figures
  • Ads must not downplay the need for medical treatment by a doctor
  • Advertising must not be directed at minors

Additionally, pharmaceutical marketing to consumers is prohibited from using prize competitions and sweepstakes. The general rule is that advertisements must not exploit consumers’ lack of knowledge or distress. Any exaggerated or misleading claims are strictly forbidden.

Digital ads for medicines follow the same rules

In recent years, digital marketing has become commonplace, with advertisements popping up across various channels in everyday life.

– Electronic materials and digital marketing introduce new aspects to marketing control, says Hanna Hartikka.

When pharmaceutical advertising is done digitally, it is essential to remember that the same rules apply to digital advertising as well. It is also important to ensure that prescription drug advertisements are directed only at healthcare professionals.