THIS week's contributor is Nicole Hooley, Merchandise and Retail Operations Manager at instigo - Changes in the TGA Advertising Code: On January 1st 2019, the TGA brought into effect an updated Advertising Code. The underpinning principles and the object of both Codes are unchanged - the redrafting is designed for increased clarity and objectivity; however it has meant the new Code appears to be very different in practice. This is in anticipation of the move to self-regulation of direct to consumer advertising material, and is supported by broader penalties for non-compliance.
When advertising a product sold in pharmacy it is important to ensure that any advertising is consistent with the ARTG entry for the promoted goods. If an advertisement is being broadcast on the radio or TV or published in a newspaper, or magazine it should be approved by the appropriate authority. There is also updated wording when advertising Schedule 3 Pharmacist Only medicines, the new mandatory statement for: 'ASK YOUR PHARMACIST---THEY MUST DECIDE IF THIS PRODUCT IS RIGHT FOR YOU'.
Whilst the initial changes and revised focus of the Therapeutic Goods Advertising Code (No. 2) 2018 has caused some consternation with the pharmacy industry, there is a significant grace period in order to work through the changes from a practical sense. Pharmacies need to be aware of the changes and take a proactive stance in ensuring their marketing activities meet the requirements and the intent of the new Code to avoid potentially substantial penalties.
Please note, that the information and advice is correct at the time of writing and may be subject to change.
The above article was sent to subscribers in Pharmacy Daily's issue from 03 Jun 19
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