A pharmaceutical company’s use of Twitter to promote medicines discredited the industry, a regulatory body has ruled. The Prescription Medicines Code of Practice Authority (PMCPA) said that Bayer Healthcare had violated the Association of the British Pharmaceutical Industry Code of Conduct (ABPI Code). The Code sets rules on what companies can say when informing the public about prescription-only medicines.
Bayer was in breach of the parts of the Code which prohibits the advertising of prescription-only medicines to the public, the PMCPA said. The company also breached a rule that prohibits companies releasing information about prescription-only medicines that would encourage the public to ask their doctor for the product. Bayer also failed to maintain high standards and brought discredit upon, and reduced the confidence in, the pharmaceutical industry – two other rules written into the Code.