Public HealthUK Government Supports Moves For Pharma Companies To Communicate Directly With Patients
The UK government would like to allow pharmaceutical companies to provide patients with more information about prescription drugs, according to an article published in Pulse. UK ministers view the European Commission"s proposals positively - these proposals would greatly extend the communication permitted between companies and patients. Currently, European Law limits such communication to patient safety leaflets.
The ban on direct advertising of drugs to consumers will remain. However, the UK government has told European policymakers it favours relaxing the rules to allow firms to provide information to patients via print media and the internet.
The new system would allow for the extra information provided by the pharmaceutical industry to be accurate, and would not constitute advertising. Pulse reports that the new system would be self-policed by the pharmaceutical industry.
The European Commission announced legislative plans in December 2009 to allow the industry to provide "factual and non-promotional information" direct to the public, online and via health-related publications, although radio and TV would not be allowed.
A report by the MHRA (Medicines and Healthcare products Regulatory Agency), which has launched a consultation into the plans, reveals the Government wants a self-regulatory system, which "fits with the established UK system of self-regulation for medicines advertising".
It adds: "The UK Government position is one based on well-established practice in the UK where we have sought to protect patients and regulate information while recognising the pharmaceutical industry has a role in communicating to patients. The UK Government therefore supports a framework for provision of information by industry to support safe use and safe medicine taking."
An MHRA spokesperson said the UK Government had indicated it want to build on the work of the Association of the British Pharmaceutical Industry in policing provision of non-promotional information for patients, such as disease awareness campaigns.
An ABPI (Association of the British Pharmaceutical Industry) spokesperson said: "It is important to remember this is not direct-to-consumer advertising - the pharmaceutical industry does not want that and it does not support that in the UK. This is about being able to provide factual information to patients when we are asked to provide it. It is pull from patients and not push from industry."
But Dr Des Spence, a GP in Glasgow who runs the No Free Lunch UK campaign, against undue influence by pharmaceutical companies, condemned the proposals, which could come into force by 2011-12.
He said the plans could make it harder for GPs to provide neutral information to patients, with "a real potential to change the doctor-patient relationship in a very negative way. I feel very strongly this would result in disproportionate access to the public. There is a lot of opportunity for disease mongering, promoting illness and creating a disproportionate fear about health."
Richard Hoey, editor of Pulse, said: "The line between information and promotion is a desperately fine one, and the risk is that drug companies will be handed an opportunity to help define the illnesses the public most cares about. It"s surprising that the Government is proposing allowing the pharmaceutical industry to act as its own police just as self-regulation in other walks of life - not least in the House of Commons - has become so discredited."
PulseToday is the GP"s website in the UK providing general practice news, clinical education and practice information to GPs and primary care staff.
Written by Christian Nordqvist
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