Medicines New Zealand Strengthens Social Media Guidance

Medicine’s New Zealand, an industry association, announced in a press release that it has updated its Code of Practice and strengthened its social media guidance. PHARMAC (Pharmaceutical Management Agency), the government agency that authorizes payment for treatments, stated that the update reflected feedback from the pharmaceutical sector, including itself.

Social Media Guidance

The update to the social media guidance can be found in the Code of Practice on pages 22 to 23. Social media is defined in order to separate it from the other types of advertising in which pharmaceutical companies engage. According to the Medicines New Zealand’s definition, social media is an online channel that is a two-way interaction and includes Facebook, YouTube, Twitter, Wikis, and LinkedIn. Industry is to approach social media with the same responsibilities as other advertising venues and must comply with the Code. 

Pharmaceutical companies are responsible for all content including user-generated content. They must remove content within 24 hours regarding unapproved products, false or misleading claims, patient testimonials, and other content that does not conform to community standards of ethics and good taste. Employees or agents of a company must identify themselves. They must use the Twitter hashtag, “#ad.” All adverse events reported on social media must be forwarded to the government and social media managers must tell consumers whenever possible, “Talk to your doctor.”

FDA Social Media Guidance

The Food and Drug Administration (FDA) has issued its own draft guidance on social media, especially the microblogging sites like Twitter, with its limitations on post length. Another guidance document addresses interactive social media, stating, “Interactive promotional media are substantially similar in presentation and content to certain traditional promotional media, such as print media. FDA recognizes that in other cases they possess certain unique technological features and offer novel presentation and content features.” Another document guides industry in correcting third-party misinformation.

Industry Concerns

The Wall Street Journal reports that, despite the regulatory burden that comes with using social media, some pharmaceutical companies are wary of it, because it may jeopardize trial results. The author states, “If patients know who has the new drug, or learn too much about how others in the trial are faring, this knowledge could influence how they report symptoms and make it hard to tell whether the drug is working. Staying in the dark throughout a trial is a standard held sacrosanct by researchers.”