Key Principles 2: Material must be non promotional
Material should not be presented in a promotional manner e.g. by use of brand logos or excessive use of the brand name.
Data should be presented factually and scientifically.
The information should not appear promotional in tone or presentation.
Consider the following sample press releases and vote as to whether they are acceptable and also whether they are ‘too promotional’ in tone or presentation. Hint – check the SmPCs for the products
Too Promotional Not Too Promotional
Moventig fact sheet
There is a lot of use of brand name and product colours which are aspects that can make a piece appear too promotional.
Real World Evidence
for DPP4 inhibitors
Too Promotional Not Too Promotional
Real World Evidence for DPP4 inhibitors
This is not approvable as it contains information and claims (with respect to heart failure) which are not consistent with SmPC but the plain presentation and tone are generally OK. The intended audience has not been stated.
Too Promotional Not Too Promotional
EVOLVE press release
Generally OK but the intended audience is not stated.
