Code of Conduct, policies and principles

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In the marketing of our medicines, we are committed to ethical behaviour and aim to ensure we communicate information about our products effectively and in a proper manner. We have standards of compliance that are based on the global industry code of conduct (the IFPMA Code of Pharmaceutical Marketing Practice) and all codes of marketing practice, laws and regulations applicable in the countries in which we operate.

AstraZeneca’s Marketing and Sales Policy states that:

• AstraZeneca is committed to maintaining reputable and ethical marketing and sales practices in all countries. We will observe high standards of integrity and honesty and act with due skill, care, diligence and fairness in the marketing and selling of our products.
  
• AstraZeneca will comply with the IFPMA Code of Pharmaceutical Marketing Practices and all codes of marketing practice, laws and regulations applicable in the countries in which we operate.
  
• In undertaking marketing and selling activities we will respect the professional responsibilities of health care providers and we will hold in highest regard the wellbeing of patients who receive our products.

Company standards and implementation procedures and responsibilities have been developed and widely communicated within the organisation to ensure a consistent, appropriate approach to meeting these objectives worldwide.

View/download our full Code of Marketing and Sales Practices.

We use a wide variety of communication channels to bring the properties of our medicines to the attention of customers. In addition to traditional communications media, such as advertisements in medical journals and ‘face to face’ contacts through professional and highly trained representatives, new media such as the internet now play an important role in educating doctors, pharmacists and others about AstraZeneca medicines.

Consumer communications

In the US, television and print advertising of medicines, including those that are available only on a prescription, has become a significant factor in increasing medicines awareness and knowledge of the general public. Elsewhere laws in most countries prohibit promotion of prescription medicines to the general public but AstraZeneca, like other pharmaceutical companies, undertakes educational, non-promotional communications. These may be designed to increase public awareness of disease or may support patients who have been prescribed our drugs, providing them with helpful information and encouraging compliance with the treatment their doctor has prescribed.

Codes of practice and regulations

Whatever the medium of communication and whoever the customer, there is clear recognition, from both government regulatory bodies and the pharmaceutical industry itself, that medicines are special and that the general rules which govern advertising and marketing practices must be supplemented by specific rules on promotional and marketing practices for pharmaceutical products. These rules are of two main types:

Laws and regulationsThese are enforced through regulatory bodies or, more rarely, through court action.

Codes of Marketing and Sales practices These are enforced through tribunals which are able to evaluate the particular circumstances and make a ruling which is usually binding.
The detailed rules governing promotion of medicines vary between countries but have a number of common themes, including the following principles:

• Accuracy, fairness, and objectivity in all communications.
• Supportability of all claims by up-to-date scientific evidence.
• Communication of precautions and safety data as well as benefits claims.
• No promotion before a product licence has been granted although involvement in the proper exchange of scientific information is encouraged.
• Establishment of company procedures involving the clearance of promotional communications by qualified responsible persons.
• Only appropriate hospitality and strict limitations on what can be given as a promotional gifts. Except in countries where permitted under strict controls, no promotion of prescription medicines direct to patients.

Although national details may differ all research-based companies are bound by a global self-regulatory marketing code – the ‘IFPMA code of pharmaceutical marketing practices’. For more information visit www.ifpma.org