Dechra Veterinary Products has been found in breach of the NOAH Code of Practice for the Promotion of Animal Medicines, with regard to an advertisement and detailer promoting the product Felimazole.

Dechra Veterinary Products has been found in breach of the NOAH Code of Practice for the Promotion of Animal Medicines, with regard to an advertisement and detailer promoting Felimazole, a product used to treat hyperthyroid cats.

NOAH logoAt its meeting on June 10, 2011, the NOAH Code of Practice Committee, chaired by Guy Tritton, heard one case, during which it found Dechra Veterinary Products to be in breach of three items under complaint.

The complaint related to an advertisement and detailer promoting Felimazole with the wording “Are you taking a heavy-handed approach to hyperthyroidism?” and “with Felimazole, you don’t have to!”

The committee took the view that, by implication, this referred to Vidalta (manufactured by MSD Animal Health) because Vidalta is the only other licensed oral treatment on the market for hyperthyroidism.

Accordingly, the committee found both promotions in breach of Clause 4.3 by their implication that Vidalta is less safe than Felimazole. However, the committee did not consider the promotions disparaged the manufacturer as there is no evidence to show it is unsafe.

The committee also found that a table in the detailer (page 4), suggesting that one dosage of 5 mg per day of Felimazole has the same efficacy as two doses of 2.5 mg was misleading, contrary to Clause 4.3 of the code. Details from the table are contrary to the dosing statement within the SPC, which states: “If, for reasons of compliance, once daily dosing with a 5 mg tablet is preferable, then this is acceptable although reduced efficacy can be expected compared to a twice daily regime.”

 

  • NOAH encourages those interested in finding out more to read the full details of the committee’s rulings on the NOAH website. The full report of this particular case will be available shortly.

 

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