26 April 2016: ellaOne (ulipristal acetate) advertisement to the public
Published 21 June 2016
漏 Crown copyright 2016
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A member of the public complained about an advertisement for ellaOne produced by HRA Pharma UK & Ireland Ltd which was published on The Tab website. The complainant alleged that the claim 鈥渕ost effective鈥� suggested that this product was better than another treatment.
MHRA did not uphold the complaint as the claim did not identify a comparator and was supported by statements in the product SPC. Review of the material indicated that the advertisement did not include the instruction 鈥楢lways read the label鈥� or the active ingredient of the product. HRA Pharma immediately withdrew the advertisement and carried out a review with their media agency on how the information came to be removed erroneously.