The Prescription Medicines Code of Practice Authority (PMCPA) has published its first-ever social media guidance to help pharmaceutical companies apply the high standards demanded by the ABPI Code of Practice to all their online communications channels.
The PMCPA Social Media Guidance 2023 has been produced in consultation with the Medicines and Healthcare Products Regulatory Agency (MHRA), the ABPI, and pharmaceutical companies. It includes advice for companies to help them use social media in line with these rules and the rest of the Code.
The guide covers companies’ use of corporate social media channels and employees’ personal use of those channels. It reminds companies of the relevant laws and Code provisions that apply in different cases, and the principles that companies must be mindful of when using or interacting with social media.
It also looks at the use of social media in specific situations, such as clinical trial recruitment, patient support, working with influencers, job advertising, and announcing product or pipeline milestones. Examples are included showing what social media activity may be acceptable in different circumstances, although the PMCPA cannot pre-approve any materials or activities and complaints will be considered on their own merits.
Alex Fell, Director of the PMCPA said: “We recognise that social media can pose particular challenges for companies under the ABPI Code. With its wide reach and international audience, information on medicines can be seen by audiences it wasn’t intended for.”
“I hope this guidance will help companies navigate the potential pitfalls of social media, with more confidence, a clearer knowledge of the principles to follow and the legal requirements.”
Claire Tilstone, Head of Advertising at the MHRA said: “We have worked closely with the PMCPA to help develop this guidance. We are confident it will assist companies who want to use social media while complying with the Code and legal requirements and maintaining the high standards the public expects.”
