Putting IV drip advertisers on notice

NEWS
Published
Apr 27th '20
Share
Facebook

The Committee of Advertising Practice (CAP) has published a new Enforcement Notice on Advertising IV Drips (Coronavirus/COVID-19) with the Medicines and Healthcare products Regulatory Agency (MHRA).

The Notice targets the promotion of intravenous (IV) drips to UK consumers. CAP have seen a small number of businesses advertising IV drips on websites and social media which have stated or implied that the drips could help to prevent or treat Coronavirus/COVID-19.

Following three Advertising Standards Authority (ASA) rulings which established that such claims breach the CAP Code, the Enforcement Notice makes clear that advertisers must not make direct or indirect claims that IV drips could help to prevent or treat Coronavirus/COVID-19. Indirect claims include references to treat or prevent viral infections like flu, or references to the use of the IV drip supporting government or WHO advice, amongst others. The guidance applies to both formulated IV drip products and their constituent ingredients.

The CAP Compliance team will take targeted enforcement action from Monday 4 May 2020 to ensure a level-playing-field, which may include – where advertisers are unwilling to comply – referral to the MHRA.

Source: CAP

How can we help!

Getting advertising right can be tricky. Firms must balance their need to communicate a clear business message with relevant requirements.

Advertising rules can seem very complicated, especially when you’re trying to come up with original creative ideas and turn them into ads to wow your target audience.

The golden rule for all advertising should be the Ronseal test – products need to do exactly what they say on the tin. Our Copy advice service is essential for advertisers, agencies, media owners, media service providers and financial firms who want to check how their prospective advertisements (broadcast and non-broadcast) measure up against Advertising Codes.