(a) Advertisements in all forms to physicians and health-related professionals

10. The wording and illustrations in advertisements to physicians and related health professionals should be fully consistent with the approved scientific data sheet for the drug concerned or other source of information with similar content. The text should be fully legible.

11. Some countries require that advertisements should contain full product information, as defined by the approved scientific data sheet or similar document, for a given period from the date of first promotion or for the full product life. Advertisements that make a promotional claim should at least contain summary scientific information.

12. The following list, based on the sample drug information sheet contained in the second report of the WHO Expert Committee on the Use of Essential Drugs¹ and appended for ease of reference, can serve as an illustration of the type of information that such advents should usually contain, among others:

¹ WHO Technical Report Series, No. 722, 1985, p.43

X the name(s) of the active ingredient(s) using either international nonproprietary names (INN) or the approved generic name of the drug;

X the brand name;

X content of active ingredients) per dosage form or regimen;

X name of other ingredients known to cause problems;

X approved therapeutic uses;

X dosage form or regimen;

X side-effects and major adverse drug reactions;

X precautions, contra-indications and warnings;

X major interactions;

X name and address of manufacturer or distributor;

X reference to scientific literature as appropriate.

13. Where advertisements are permitted without claims (reminder advertisements), they ought to include at least the brand name, the international nonproprietary name or approved generic name, the name of each active ingredient, and the name and address of the manufacturer or distributor for the purpose of receiving further information.

(b) Advertisements in all forms to the general public

14. Advertisements to the general public should help people to make rational decisions on the use of drugs determined to be legally available without a prescription. While they should take account of peoples legitimate desire for information regarding their health, they should not take undue advantage of people’s concern for their health. They should not generally be permitted for prescription drugs or to promote drugs for certain serious conditions that can be treated only by qualified health practitioners, for which certain countries have established lists. To fight drug addiction and dependency, scheduled narcotic and psychotropic drugs should not be advertised to the general public. While health education aimed at children is highly desirable, drug advertisements should not be directed at children. Advertisements may claim that a drug can cure, prevent, or relieve an ailment only if this can be substantiated. They should also indicate, where applicable, appropriate limitations to the use of the drug.

15. When lay language is used, the information should be consistent with the approved scientific data sheet or other legally determined scientific basis for approval. Language which brings about fear or distress should not be used.

16. The following list serves as an illustration of the type of information advertisements to the general public should contain, taking into account the media employed:

X the name(s) of the active ingredient(s) using either international nonproprietary names (INN) or the approved generic name of the drug;

X the brand name;

X major indication(s) for use;

X major precautions, contra-indications and warnings;

X name and address of manufacturer or distributor.

Information on price to the consumer should be accurately and honestly portrayed.