3 December 2014: advert for NeuraCeq
Published 8 April 2015
漏 Crown copyright 2015
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A complainant alerted MHRA to an advert for NeuraCeq (florbetaben 18F) issued by Piramal Imaging Limited. The advert invited healthcare professionals to the UK launch of the product and stated that the cost of the medicine was 鈥榯o be confirmed鈥�. Piramal confirmed that all future marketing material relating to NeuraCeq would reflect the basic cost.
MHRA鈥檚 advice
It鈥檚 a statutory requirement for printed advertising materials, including all written material accompanying promotions for qualified persons to prescribe or supply medicines, to state the cost of the medicinal product. There are exceptions for an advert in a journal printed in the UK with a circulation outside the UK of more than 15% of its total circulation and for short form adverts. Further information is available in section 6.4 of MHRA鈥檚 Blue Guide.