UK Watchdog Alleges Pfizer’s Promotion of ‘Unlicensed’ COVID Vaccine on Social Media
Pfizer, one of the leading pharmaceutical companies in the world, has found itself in hot water after a UK pharmaceutical watchdog alleged that it breached its regulatory code multiple times. The Prescription Medicines Code of Practice Authority (PMCPA) ruled that Pfizer had violated its code by promoting an unlicensed medicine and bringing discredit to the pharmaceutical industry. The allegations stem from a social media post made by a Pfizer employee regarding the conclusion of the Phase 3 study of its COVID-19 vaccine candidate.
The complaint, which was received in February 2023, raised concerns about Pfizer’s misuse of social media to promote their COVID vaccine in a misleading and illegal manner. The post in question, which included Pfizer’s press release regarding the vaccine candidate, was shared by a senior employee in the United Kingdom. The complainant argued that the post lacked safety information about the vaccine, and even accused Pfizer of making claims that did not reflect the available evidence regarding possible adverse reactions.
The PMCPA’s ruling shed light on the extent of Pfizer’s alleged misconduct. It not only accused the company of promoting an unlicensed medicine, but also of failing to maintain high standards and making misleading claims. The complaint suggested that Pfizer’s misuse of social media extended to the top of their UK operation and was still ongoing at the time.
Pfizer, however, defended itself by stating that the social media post was not intended to be promotional in nature. The company claimed that it was simply stating the efficacy endpoints of the study and that there was no intent to advertise or promote its vaccine candidate. Pfizer also argued that the post was re-shared “in error” by the UK senior employee, who was an infrequent user of social media with a small number of followers, most of whom were professionals involved in the healthcare and research sector.
In response to the allegations, Pfizer assured the PMCPA that it took its commitment to the regulatory code extremely seriously. The company conducted a thorough investigation into the matter and implemented actions to address the complaint. These actions included issuing a UK company-wide instruction urging employees to check their social media accounts to ensure compliance with Pfizer’s social media policy.
However, the PMCPA’s report stated that the social media post resulted in the proactive dissemination of an unlicensed medicine on Twitter to health professionals and the general public in the UK. The watchdog expressed disappointment in Pfizer’s failure to implement the corrective and preventative actions expected following previous breaches of the code related to employee activity on social media. Furthermore, the post made no mention of adverse events associated with the vaccine, raising concerns about transparency and patient safety.
This ruling by the PMCPA serves as a reminder of the importance of responsible social media use by pharmaceutical companies. It highlights the need for strict adherence to regulatory codes and guidelines to ensure the dissemination of accurate and reliable information. Public trust in the pharmaceutical industry is crucial, especially during a global health crisis like the COVID-19 pandemic. Transparency and accountability are paramount to maintaining that trust.
Moving forward, it is expected that Pfizer will take this ruling seriously and make the necessary adjustments to prevent similar breaches in the future. The company has already taken steps to address the complaint, but it remains to be seen whether these actions will be sufficient to restore confidence in their social media practices. As for the wider industry, this case serves as a cautionary tale, reminding pharmaceutical companies of the potential consequences of disregarding regulatory codes and guidelines when using social media platforms.
