Drugs body pushes TV price promos

Anadin, Clarityn, Vicks and Gaviscon are some of the medicines that could soon advertise price promotions on TV, if proposals by the regulatory body for over-the-counter (OTC) medicines are given the go-ahead.

As part of a consultation paper initiated by the Independent Television Commission (which wants to amend the advertising controls on all OTC medicines), the Proprietary Association of Great Britain (PAGB) is proposing that pharmaceutical companies be allowed to promise money-back guarantees on TV. The deadline for the proposals to be submitted is March 28.

PAGB advertising services manager Lucy Rochford says: “In print advertising, medicine promotions are a popular way to communicate with consumers. If the same is allowed on TV it will benefit consumers because they will know what is out there on the market.”

Another issue the PAGB is tackling is herbal products’ ads for television. It says that some licensed herbal products, which are planning to advertise on TV, are being scrutinised by ITC medical advisers.

Proposals for removing the prohibition on medicines promotion under the ITC code will be reviewed by the Advertising Advisory Committee, which includes representatives from the British Medical Association and Consumers’ Association.

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