The National Office of Animal Health Code of Practice Committee has found MSD Animal Health in breach of the NOAH Code on promotion for its advertisment for Equilis Prequenza.

The advert appeared in three separate issues of Veterinary Times (15, 22 and 29 September 2014), on the rear back cover of the 2014 BEVA Congress proceedings, and on the inside back cover of the 2014 Congress Planner.  It contained the phrase “Neuraminidase antibodies provided a degree of protection in the case of HA strain/vaccine mismatch”, when viewed against the context of the advertisement headed ‘Why have part when you can have it all?”.

The Committee’s view was that the item in the context of the advertisement was intended to mean, and did convey, the meaning that the inclusion of NA antigens in an equine vaccine gave that vaccine a clinical advantage over vaccines which did not. This claim was not substantiated. Accordingly, the Committee found the phrase in breach of Code of Practice Clauses 4.1(iii) misleading, 4.1(vi) contained an exaggerated claim, 4.1(vii) implied it had a special merit which was not substantiated, 4.2(i) was not accurate and 4.2(ii) was not based upon an up-to-date evaluation of all the evidence.

Full details of the Committee’s rulings can be found on the NOAH website at www.noah.co.uk/code. The full report of this particular case will be available shortly.

PS: Whilst you're here, take a moment to see our latest job opportunities for vets.