Agencies prepared for clash with Govt drugs control body

The ad industry faced its first threat to self-regulation under

Labour this week after a government body wrote to warn drugs companies

that they could face criminal charges if their ads break official

rules.

Pharmaceutical companies could face fines of up to pounds 5,000 and

their directors up to five years in jail, even if their ads conform to

ad industry codes.

The tough stance comes from the Medicines Control Agency, which sets the

rules for drug advertising. There is no right of appeal against its

decisions and it is under no obligation to justify them.

Industry leaders fear a number of politicians and civil servants -

outside the largely sympathetic Department of Trade and Industry and the

Department of Culture, Media and Sport - believe self-regulation is not

enough.

The Advertising Association and the Proprietary Association of Great

Britain, which represents drugs manufacturers, are fighting the MCA’s

efforts. Sheila Kelly, the PAGB’s executive director, was this week due

to discuss the proposals with Matti Alderson, the director-general of

the Advertising Standards Authority.

This article was first published on Campaign