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.”
