EFPIA wants "less freedom" from EC

Although existing European Union regulations on pharmaceutical information to patients are considered "outmoded" and have "damaging outcomes," according to European drugmakers, reform proposals from the European Commission appear to go too far towards allowing direct-to-consumer advertising. This surprising switch in viewpoints is part of the European Federation of Pharmaceutical Industries and Associations response to the Commission's consultation document on patient information (Marketletters passim). The EFPIA and the European authorities agree on the value of harmonized rules across the 27 member states for information to be disseminated by drug firms.

"No DTC for Europe," EFPIA says

Arthur Higgins, president of the EFPIA as well as chief executive of Germany's Bayer HealthCare, said: "EFPIA has repeatedly stated that the industry is not advocating direct-to-consumer advertising as a suitable model for Europe and therefore is of the opinion that such mass media would not be appropriate means for the industry to communicate information on specific prescription medicines to European citizens." Mr Higgins added: "existing partnerships in some member states demonstrate the value that the industry can bring to improve citizens' understanding of its medicines. Meeting European citizens' growing demands for accessing high-quality information concerning their own health should remain our common goal. After years of debate, we call on all European institutions to develop a patient-centered EU framework for information provision without further delay."