New Code of Practice for Prescription Medicine

New Code of Practice for Prescription Medicine Marketing

A new Code of Practice to guide the marketing of prescription medicines in New Zealand has been released today. Published and administered by industry organisation Medicines New Zealand, this important self regulation reflects the high level of ethics and integrity expected of pharmaceutical companies worldwide.

The 15th edition of the Medicines New Zealand Code of Practice follows a review by industry experts, which included wide consultation with government agencies, healthcare professionals’ associations and patient groups.

“Members of the pharmaceutical industry have an essential role to play in providing up-to-date, objective scientific information about prescription medicines to health professionals,” Medicines New Zealand Chief Executive Denise Wood says.

“The Code of Practice also aims to ensure that information provided to the public is ethical, complies with legislation and meets publicly accepted standards. Its guidance on a range of issues related to marketing prescription medicines in New Zealand has resulted in local marketing practices meeting the highest international standards. “

Subjects covered in the Code of Practice include Direct to Consumer Advertising, advertising to and interactions with healthcare professionals, provision of scientific information and the use of various forms of media.

“This important document outlines the minimum level of acceptable standards, but in no way limits companies from striving to exceed these standards. Committing and adhering to the Code is a condition of Medicines New Zealand membership. We would also like to see non-member companies required to abide by the Code when marketing prescription medicines in New Zealand.”

Medicines New Zealand administers the complaints system described within the Code. An independent committee adjudicates any complaints received.

The 15th edition of the Medicines New Zealand Code of Practice will be available on the Medicines New Zealand website from today and implemented on 1 January 2011. The 14th edition, which was published in 2006, will be valid until 31 December 2010.

ENDS

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