Fixture advertising claims21 Aug 2022 10:47
In the UK, ABPI code of practice applies. There are good reasons for this code and MOST people working in the industry have to have a thorough understanding of what you can say and what you cannot. Specialised marketing which is why its not left in the hands of amateurs - primarily to protect patients and clinicians from approaches that are more in line with selling baked beans.
7.2 Information, claims and comparisons must be accurate, balanced, fair, objective and unambiguous and must be based on an up-to-date evaluation of all the evidence and reflect that evidence clearly. They must not mislead either directly or by implication, by distortion, exaggeration or undue emphasis.
7.9 Information and claims about adverse reactions must reflect available evidence or be capable of substantiation by clinical experience. It must not be stated that a product has no adverse reactions, toxic hazards or risks of addiction or dependency. The word ‘safe’ must not be used without qualification.
I'm struggling to think of any drug, even the most amazing break throughs that have 100% efficacy for ever or zero adverse reactions.
What Avacta may be able to claim is ability to deliver higher doses to the site of the cancer whilst also lower systemic side effects in comparison to standard dox. This claim would provide a competitive advantage enabling both higher volumes of drug per patient (dose x frequency) and a higher price. No need to over claim.