Livestock drug group changes advertising rules

Reading Time: 2 minutes

Published: September 12, 2002

Farmers can expect little change following regulatory adjustments to

livestock drug advertising announced by the Canadian Animal Health

Institute, says CAHI president Jean Szkotnicki.

Szkotnicki said CAHI no longer requires print advertising to be

pre-approved by its Pharmaceutical Advertising Advisory Board, or PAAB.

“It shouldn’t mean that much of a change,” she said. “Companies still

have to live by the law and can’t give misinformation.”

She said CAHI, which is an association of drug manufacturers, was in an

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untenable situation, risking alienation of members if it enforced or

chose not to enforce its own self-regulatory code.

“(PAAB) were enforcing something Health Canada wasn’t enforcing,” she

said, noting the government has relaxed its enforcement role in recent

years.

Vic Parks of Novartis Animal Health said the responsibility for

ensuring “common law in truth of advertising” now shifts to the drug

companies.

“It makes no difference, as we would always toe that line,” Parks said.

“Companies still have to abide by the laws.”

Terry Gunter, marketing director at Pfizer Canada Inc., said it could

mean that disputes or perceived infractions now will be settled between

companies in court.

He said livestock drugs likely will continue to be promoted through the

usual channels of supply companies and veterinary clinics.

“The consumer won’t see any change, but there’ll be changes as an

industry in the way it regulates itself.”

Under CAHI’s code of marketing practice, its members had to comply with

legal requirements and enforcements and face consequences for

non-compliance.

All print advertisements had to be reviewed and approved by PAAB, which

operated under guidelines set out by Health Canada.

Under those guidelines, companies can only advertise name, price and

quantity, but CAHI feels legislation needs to be liberalized to allow

pharmaceutical firms to market their products better.

Gunter said the public is better educated today and is calling for more

information about products.

“We would like to see a change in the legislation, but until it is

changed, we will abide by the laws as they are.”

About the author

Karen Morrison

Saskatoon newsroom

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