EPPA hits out at pharma industry over branded products ban

The European Promotional Product Association (EPPA) has appealed against pharmaceutical industry plans to ban the use of low-cost promotional products such as pens, USB keys and notepads.

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EPPA has written to the EU competition authorities saying that the decision to ban these products violates antitrust laws, as well as threatens the jobs of thousands of its members, reports the Financial Times.

Drug company representative often hand out the inexpensive marketing products as a way of promoting their company’s medicines to healthcare professionals and organisations.

The pharmaceutical industry trade body, the European Federation of Pharmaceutical Industries and Associations, decided to ban the distribution of such marketing products, or products with medicine brand logos, from being distributed in doctor’s offices and conferences from the beginning of 2014.

"We are not happy with this initiative. We are pretty sure that giving away a quite cheap ball pen or sticky notes will not have an impact on prescribing a certain brand."

Speaking to the Financial Times, EPPA head Hans Poulis said: "We are not happy with this initiative. We are pretty sure that giving away a quite cheap ball pen or sticky notes will not have an impact on prescribing a certain brand."

However, the pharmaceutical industry is under pressure to improve its image after several high-profile prosecutions revealed its often aggressive marketing tactics.

A ban on cheap marketing products is seen as a move by the industry to improve its image.

Efpia director-general Richard Bergstrom told the Financial Times: "It is in the public interest that healthcare professionals are not influenced by gifts.

"I take note that hoteliers, restaurants and airlines have not complained officially when we have curbed excessive marketing practices in the past."

This week, the European industry revealed plans to publish all payments it makes to health care professionals and organisations as part of a new code of ethics.