Advertising jury on warnings for medical products

With decision number 7/2013 issued on 8 February 2013, in the case Boheringer Ingeheim Italia S.p.A. v Verelibron S.r.l./Chefaro Pharma Italia S.r.l., the Advertising and Marketing Communication Self-Regulation Authority took position on the interpretation of section 25 of the Self Regulation Code of Marketing Communication relating to the advertisement of medical products and curative treatments. Said provision ‘requires to deliver an express invitation to read the package warnings in advertisements’.

Boheringer claimed that the respondent’s TV commercial for a cough syrup was misleading and not compliant with section 25 of the Code. Boheringer argued that the invitation to read the package warnings was not given orally but with a dateline that was unable to draw consumer’s attention.

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