Drug ads tend to exaggerate

Photo: Toomas Huik / Postimees

State Agency for Medicines has been issuing precepts to pharmaceutical companies for violations of drug advertisements requirements – the most widespread offences being exaggerations with product characteristics.

«These past years, State Agency for Medicines has been issuing more precepts regarding violations of requirements for medicament advertisements,» said the agency’s legal advisor Kaili Lellep. Mainly, drug producers are at fault with information on the characteristics of the drugs.

«Very broadly speaking, we may say that medicaments are ascribed effects not included in the summary of product characteristics,» specified Ms Lellep.

That being the reason the agency, in March, banned the advertisement of the contraceptive device Ammily. According to the ad, Ammily is a «reliable and safe contraceptive device» guaranteeing «prettier skin and healthy hair, regular and pain-free menstruation». State Agency for Medicines assures the drug is only indicated to prevent pregnancy. Thus, skin and hair are irrelevant and the ad promises not substantiated.

Some ads advise imprudent use or fail to inform customers of hazards.

According to Ms Lellep, drug ads directed to consumers carry more hazards than those aimed at pharmacists, as consumers may have a difficult time recognising an ad – especially if it is published as a commercial text.

«In TV ads, the main infringement is the speed of reading the warning,» said Ms Lellep. For this reason, the agency banned a Solpadein ad run by Kanal 2, as the warning at the end of it was read at a speed faster than allowed. Ms Lellep admits, however, that such infringements were more abundant a couple of years ago.

According to Ms Lellep, no drug producer may be pinpointed as offender-in-chief. «At interventions by the agency, infringements have been terminated. Arguments are rare,» she assured.