PMCPA Case Library

1,752 PMCPA Rulings.
Every One Analysed.

The only structured, searchable PMCPA case library in the UK. Expert video walkthroughs, podcast episodes, and MCQ assessments on every ruling — so you understand why companies breach the Code, not just that they did.

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Search by company, clause, case reference... 🔒
All (1752) Social Media & Digital (720) HCP Hospitality & Meetings (431) Data & Publications (321) Off-label Promotion (219) Patient Organisations (44) Transfers of Value (9) Promotional Material (4) Samples & Gifts (2)
Therapy Area: All areas Other (360) Oncology (218) Cardiovascular (189) Respiratory (178) CNS & Neurology (169) Infectious Diseases (115) Diabetes (114) Rare Diseases (104) Immunology & Rheumatology (84) Dermatology (67) Obesity & Weight Management (63) Musculoskeletal & Bone (60) Ophthalmology (31)
Showing 114 results · Diabetes  · Clear
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AUTH/3381/9/20
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Boehringer Ingelheim
A UK health professional complained about a Trajenta (linagliptin) dynamic digital “crawler” banner ad (ref PC-GB-101179) on the Guidelines in Practice website.The banner used headlines includi…
Clauses: NONE
2020 🔒 Subscribe
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AUTH/3398/10/20
Patient Organisations Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
MSD
Merck Sharp & Dohme (MSD) placed a promotional formulary decision guide for Steglatro (ertugliflozin) (ref GB-STE-00367) inside the September 2020 distribution of Guidelines in Practice, a jour…
Clauses: NONE
2020 🔒 Subscribe
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AUTH/3190/4/20
HCP Hospitality & Meetings Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Takeda
An anonymous contactable group (GPs, NHS leaders, pharmacists, NHS patients and staff from a named third-party therapy review provider) complained about sponsored therapy review services delivered …
Clauses: NONE
2020 🔒 Subscribe
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AUTH/3361/6/20
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Anonymous v Merck Sharp & Dohme
An anonymous complainant challenged a Merck Sharp & Dohme (MSD) UK LinkedIn sponsored/targeted post advertising a pharmaceutical promotional meeting on managing type 2 diabetes in patients with…
Clauses: NONE
2020 🔒 Subscribe
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AUTH/3254/10/19
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Napp breach over BMJ hosted “Invokana” panel
A UK health professional complained that Invokana (canagliflozin) content on a BMJ hosted page appeared promotional and lacked prescribing information and a unique identifier.The material was an �…
Clauses: NONE
2019 🔒 Subscribe
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AUTH/3252/10/19
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Lilly diabetes website
A UK health professional complained about Lilly’s diabetes website (lillydiabetes.co.uk).The landing page offered two choices: “I am a health professional in the UK” or “I am a patient in t…
Clauses: NONE
2019 🔒 Subscribe
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AUTH/3185/4/19
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Mundibiopharma breached ABPI Code over Invokana virtual booth email
A UK health professional complained about an email promoting an Invokana (canagliflozin) “virtual booth” linked to ISN-WCN 2019, and the associated microsite content (including slide decks and …
Clauses: NONE
2019 🔒 Subscribe
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AUTH/3271/10/19
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Napp
A UK health professional complained about Napp’s Invokana (canagliflozin) website, which had a landing page splitting users into a health professional area and a patient/general public area.The c…
Clauses: NONE
2019 🔒 Subscribe
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AUTH/3202/6/19
HCP Hospitality & Meetings Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Napp
An anonymous, non-contactable complainant (a “concerned pharmacist”) alleged that at a national diabetes society conference a Napp representative on the Invokana stand discussed new renal outco…
Clauses: NONE
2019 🔒 Subscribe
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AUTH/3133/12/18
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Novo Nordisk breached ABPI Code over missing sponsorship declaration for APPG diabetes summit materi
An anonymous, non-contactable health professional complained about a flyer for an International Diabetes Summit (House of Commons, December 2018) organised by the All Party Parliamentary Group (APP…
Clauses: NONE
2018 🔒 Subscribe
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AUTH/3034/4/18
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
AstraZeneca ‘Fixing Dad’ HCP webpage ruled promotional in context—missing prescribing information
An anonymous UK health professional complained about a ‘Fixing Dad’ video trailer embedded on AstraZeneca UK’s Medicines website within the diabetes section.The page invited HCPs to arrange a…
Clauses: NONE
2018 🔒 Subscribe
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AUTH/3071/9/18
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Novo Nordisk
The PMCPA Director initiated a complaint (under Paragraph 5.1 of the Constitution and Procedure) after a BMJ paper (Goldacre et al, 12 Sept 2018) ranked sponsors’ compliance with posting results …
Clauses: NONE
2018 🔒 Subscribe
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AUTH/3062/8/18
Off-label Promotion Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Sanofi Toujeo leavepiece
A consultant physician complained about a six-page A5 gate-folded promotional leavepiece for Toujeo (insulin glargine 300 units/mL) (SAGB.TJO.18.06.0924(1)).The leavepiece discussed the BRIGHT head…
2018 🔒 Subscribe
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AUTH/3102/9/18
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Lilly
A BMJ paper (Goldacre et al, published online 12 September 2018) assessed whether sponsors posted due clinical trial results to the EU Clinical Trials Register (EUCTR) within the European Commissio…
Clauses: NONE
2018 🔒 Subscribe
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AUTH/3125/11/18
Data & Publications Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Takeda v Merck Sharp & Dohme
Takeda (Vipidia/alogliptin) raised inter-company dialogue with Merck Sharp & Dohme (Januvia/sitagliptin) about a “Sitagliptin Information Pack” that mentioned alogliptin and displayed the i…
2018 🔒 Subscribe
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AUTH/3013/1/18
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
AstraZeneca employee complaint
An anonymous, non-contactable complainant (described as an AstraZeneca UK marketing company employee) alleged AstraZeneca’s global functions did not receive appropriate ABPI Code training and tha…
Clauses: NONE
2018 🔒 Subscribe
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AUTH/2938/2/17
Data & Publications Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Sanofi v Novo Nordisk
Sanofi UK complained about a Novo Nordisk promotional leavepiece for Tresiba (insulin degludec) (ref UK/TB/1214/0302(4)).Page 3 headline claim: “Tresiba provides 75% less variability in glucose-l…
Clauses: 3.2,4.1,4.2
2017 🔒 Subscribe
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AUTH/2948/3/17
Data & Publications Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Novo Nordisk breached ABPI Code over misleading Tresiba cost comparison email (AUTH/2948/3/17)
A general practitioner complained about a promotional email for Tresiba (insulin degludec) sent by Novo Nordisk (ref UK/TB/1116/0498).The email opened with claims including “Get HbA1c DOWN with C…
Clauses: NONE
2017 🔒 Subscribe
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AUTH/2947/3/17
HCP Hospitality & Meetings Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Sanofi call-rate KPIs
An anonymous (contactable) complainant (appearing to be a Sanofi employee) alleged Sanofi set the same call-rate expectations despite widely varying target customer numbers (eg, 30 vs 120), making …
Clauses: NONE
2017 🔒 Subscribe
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AUTH/2976/9/17
Social Media & Digital Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
AstraZeneca breached ABPI Code over
A hospital consultant in anaesthesia and intensive care medicine complained about a promotional email for Qtern (saxagliptin/dapagliflozin) sent by AstraZeneca via a third-party professional networ…
Clauses: 9.1,9.2
2017 🔒 Subscribe
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AUTH/2951/4/17
Social Media & Digital Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Sanofi breached ABPI Code over Toujeo “Latest Data” app implying hypoglycaemia benefit from clamp-st
A consultant physician complained about Sanofi’s promotion of Toujeo (insulin glargine 300U/ml) using a digital “Latest Data” iPad app (ref SAGB.TJO.16.12.1140(1)a, March 2017).The app presen…
Clauses: NONE
2017 🔒 Subscribe
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AUTH/2970/8/17
Data & Publications Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
Janssen promotional email about Invokana rebates
An anonymous, non-contactable complainant raised concerns about a Janssen regional business manager (RBM) and an email promoting/relating to Invokana (canagliflozin) for type 2 diabetes.The complai…
Clauses: NONE
2017 🔒 Subscribe
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AUTH/2969/8/17
HCP Hospitality & Meetings Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
AstraZeneca
A senior practice nurse complained about the conduct of an AstraZeneca UK medical representative promoting Forxiga (dapagliflozin) for type 2 diabetes.The nurse alleged repeated unbooked “self-pr…
Clauses: NONE
2017 🔒 Subscribe
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AUTH/3006/12/17
Data & Publications Not Upheld 🏥 Diabetes ▶ Video 🎙 Podcast
PMCPA AUTH/3006/12/17
A complaint was brought by the PMCPA Director against Lilly.The subject matter related to clinical trial disclosure for Trulicity.Complaint received: 20 December 2017.Case completed: 06 March 2018.
Clauses: NONE
2017 🔒 Subscribe
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