MANUFACTURERS and distributors in the pharmaceutical industry are calling for more detailed and clearer guidelines on advertising and promotion of medicines in Zimbabwe, particularly in light of the current influx of unregulated drugs.
While advertising medicines to the public is illegal, the players in the sector are asking for some flexibility in the regulations, which have been described as too prohibitive.
“Some level of advertising should be allowed. Competition is important in a market, as it drives innovation — therefore, some flexibility should be allowed in the advertising and promotion of medicines,” Shingi Bopoto (pictured), the Zimbabwe Medical Association secretary-general, said.
Poor regulatory frameworks have previously been blamed for the loopholes, which has resulted in unsanctioned drugs finding their way onto the streets.
Speaking at a recently held meeting convened by the Pharmaceutical Society of Zimbabwe in collaboration with the Medicines Control Authority of Zimbabwe (MCAZ) and Pharmacists Council of Zimbabwe, Bopoto said: “We need to look at advertising conditions and see who exactly is the target group — the doctor or the customers.”
MCAZ in June this year released a draft of guidelines on advertising and promotions of medicines, but those in the industry have said they fell short of their expectations.
The guidelines were partly derived from recommendations from the World Health Assembly (WHA 41,17) resolutions adopted at the 41st WHA of May 13, 1988 on Ethical Criteria for Medicinal Drug Promotion.
However, the current guidelines have been described as unclear and do not address newer platforms like the internet that leave the consumers exposed.
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Making a presentation during the same event, Vimbainashe Mukakati from Datlabs said simplified guidelines would encourage compliance.
“The advertising guidelines need to embrace modern forms of advertising such as social media, bulk sms, journal articles and work on inclusion criteria of these in the guidelines,” she said.
Mukakati bemoaned the turnaround time in getting approval for advertising and promotions from the regulatory body MCAZ.
“Simplify the rocket science associated with getting approvals for advertising and promotions. It is time-consuming and costly,” she said.
According to the guidelines, once a medicine is registered, any additional promotional or advertising material should be submitted to MCAZ for approval.
“There is need to engage industry,” Caroline Samatanga, from MCAZ, said.
There was general consensus that there should be less stringent restrictions when advertising and promoting over-the-counter products. Retailers also want to be able to advertise some professional services such as blood pressure checks.
