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- The most extensive update to the 2024 ABPI Code of Practice is to Clause 12, introducing new options for sharing prescribing information in promotional materials.<\/li>\n
- QR codes can now be used in some promotional materials, allowing easy access to the latest prescribing information.<\/li>\n<\/ul>\n
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<\/p>\nOn 1 January 2025, the Prescription Medicines Code of Practice Authority (PMCPA<\/a>)\u2019s long-awaited update<\/a> to the Association of the British Pharmaceutical Industry (ABPI<\/a>) Code of Practice<\/a> came into force. While several sections have been updated, the most extensive changes are to introduce new options for providing prescribing information<\/a> (PI) in pharmaceutical companies\u2019 promotional materials.<\/p>\n
New options for including PI in promotional materials<\/strong><\/p>\n
The new Code sees a complete re-write of Clause 12, now allowing direct QR code links to PI from certain promotional materials. This contrasts with the previous Code<\/a>, which stipulated inclusion of the PI within the material. The updated Code notes PI can be provided via:<\/p>\n
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- a clear and prominent QR code<\/strong> with \u2018scan for PI\u2019 instructions in printed materials<\/strong> or digital materials shown to a recipient in person<\/strong><\/li>\n
- a clear and prominent direct text link<\/strong> in digital materials accessed on a recipient\u2019s own device<\/strong><\/li>\n
- a printed document<\/strong> referenced by digital materials shown to a recipient in person<\/strong>.<\/li>\n<\/ul>\n
The Code<\/a> notes that QR codes and links should only be used when those interacting with the material are \u201creasonably expected to have internet access\u201d.<\/p>\n
QR codes: pros and cons <\/strong><\/p>\n
The QR code approach aims to facilitate easy access to the latest PI from promotional materials while mitigating the need to update the materials every time the PI is updated.<\/p>\n
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\u201cThe use of QR codes is an elegant solution to ensure healthcare professionals have direct access to the most up-to-date PI from promotional materials.\u201d<\/em><\/p>\n<\/blockquote>\n
However, Iain Shield (Associate Director \u2013 Market Access, Mtech Access) highlights a potential pitfall<\/a>: what if the recipient can\u2019t scan the QR code and access the PI? Will companies always need to offer paper copies to ensure compliance?<\/p>\n
Future directions<\/strong><\/p>\n
The Clause 12 updates reflect adaptation to the digital age, and the use of QR codes is an elegant solution to ensure healthcare professionals have direct access to the most up-to-date PI from promotional materials. However, it\u2019s early days for the updated ABPI Code and only time will tell whether companies take up these new options.<\/p>\n
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- a clear and prominent direct text link<\/strong> in digital materials accessed on a recipient\u2019s own device<\/strong><\/li>\n
- a clear and prominent QR code<\/strong> with \u2018scan for PI\u2019 instructions in printed materials<\/strong> or digital materials shown to a recipient in person<\/strong><\/li>\n
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