Advertise responsibly, warns Board

woman with ipad

The Pharmacy Board has issued a reminder in its latest communique to advertise responsibly.

It reminds all registered pharmacists “that they must comply with the provisions of the National Law on the advertising of regulated health services, relevant consumer protection legislation, and state and territory fair trading Acts and, if applicable, legislation regulating the advertising of therapeutic goods”.

Good practice also involves ensuring that any promotion of therapeutic products is ethical, the Board says.

“All pharmacists must be familiar with the Code of conduct and Guidelines for advertising regulated health services.

“The guidelines provide any person who advertises a regulated health service or business that provides a regulated health service with guidance on the obligations of advertisers under the National Law.”

The Board reminded pharmacists that the National Law bans specific types of advertising, including (but not limited to) advertising in a way that:

  1. makes misleading claims;
  2. offers an inducement such as a gift or discount (unless the relevant terms and conditions are also included);
  3. uses testimonials; and/or
  4. creates unreasonable expectations of beneficial treatment, or encourages the indiscriminate or unnecessary use of a service.

“The Board encourages pharmacists to check their websites against the banned types of advertising to avoid any inadvertent breaches of the National Law.”

It advises pharmacists to look out for its next newsletter, which will offer more information on the subject.

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