KEY TAKEAWAYS

• The most extensive update to the 2024 ABPI Code of Practice is to Clause 12, introducing new options for sharing prescribing information in promotional materials.
• QR codes can now be used in some promotional materials, allowing easy access to the latest prescribing information.

On 1 January 2025, the Prescription Medicines Code of Practice Authority (PMCPA)’s long-awaited update to the Association of the British Pharmaceutical Industry (ABPI) Code of Practice came into force. While several sections have been updated, the most extensive changes are to introduce new options for providing prescribing information (PI) in pharmaceutical companies’ promotional materials.

New options for including PI in promotional materials

The new Code sees a complete re-write of Clause 12, now allowing direct QR code links to PI from certain promotional materials. This contrasts with the previous Code, which stipulated inclusion of the PI within the material. The updated Code notes PI can be provided via:

• a clear and prominent QR code with ‘scan for PI’ instructions in printed materials or digital materials shown to a recipient in person
• a clear and prominent direct text link in digital materials accessed on a recipient’s own device
• a printed document referenced by digital materials shown to a recipient in person.

The Code notes that QR codes and links should only be used when those interacting with the material are “reasonably expected to have internet access”.

QR codes: pros and cons

The QR code approach aims to facilitate easy access to the latest PI from promotional materials while mitigating the need to update the materials every time the PI is updated.

“The use of QR codes is an elegant solution to ensure healthcare professionals have direct access to the most up-to-date PI from promotional materials.”

However, Iain Shield (Associate Director – Market Access, Mtech Access) highlights a potential pitfall: what if the recipient can’t scan the QR code and access the PI? Will companies always need to offer paper copies to ensure compliance?

Future directions

The Clause 12 updates reflect adaptation to the digital age, and the use of QR codes is an elegant solution to ensure healthcare professionals have direct access to the most up-to-date PI from promotional materials. However, it’s early days for the updated ABPI Code and only time will tell whether companies take up these new options.

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