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AgVetLink, October 2004

Advertising PARs

Clarification of information on PAR advertising, which appeared in the August 2004 issue of AgVetLink, is included below.

The ACVM Group reserves the term ‘advertising’ for promoting a particular product in preference to other comparable products in order to increase the sales of that product. The Group recognises that traders are in business to sell the products they stock. Its restrictions on advertising focus on practices that encourage the end user to demand particular PAR products when the prescribing veterinarian may consider the use of some other PAR product (or not treating an animal at all) is the more appropriate course of action.

However, this is only guidance and the ACVM Group intends to adjust the requirements stated in the standard and in the labelling guide to make this clear.

The Group will actively participate in discussions with interested and affected parties to develop any refinements in its standard that make information on products readily available to all parties while protecting veterinary prescription as a mechanism to ensure the most appropriate products are used effectively and safely.

If it is essential that a product not be advertised, the ACVM Group will impose a specific prohibition in the conditions of registration for the product. This prohibition will override the discretion inherent in the guidance provided above.

This policy will take effect as of 1 January 2005.