PAAB and Health Canada collaboration in HCP advertising monitoring -- Exciting update & important process change

We are thrilled to announce that PAAB's monitoring capacity has reached a new milestone. For the first time ever, the subset of staff on our proactive monitoring team is now ten people strong. The growth in PAAB staff over the past several years has enabled us to gradually, but continually, increase our focus in areas that support our preclearance activities.  For example, our growth has impacted our:


Finally, the impact is reaching our monitoring activities.    


Meet the Monitoring team:

photo of the 10 people on the monitoring committee

(Pictured above from top left to bottom right: Andrei Rotarus, Arthur Zych, Chantal Gauthier, Elyanna Penafiel, Peter Yoo, Rex Mok, Lucy Liu, Emily Ahola, Jennifer Carroll, Lara Said. Additionally: Laurie Johns - not featured above)

Broader reach of monitoring activities:

Having established our monitoring team, we now have the ability to fulfill our goal of regularly conducting internet screening sessions in HCP gated environments. We have the capacity needed to evaluate HCP leave behinds collected through the partnerships obtained from our multi-year HCP outreach campaign.  You'll even be meeting some of the monitoring team members at various conferences and learning activities across Canada. 


What is the nature of the PAAB – HC monitoring collaboration?

Moving forward, all marketing incidents identified through the PAAB’s monitoring activities will be referred directly to Health Canada. Note that any incident addressed by Health Canada is documented on the Marketing Incidence Table as part of the Regulatory Transparency and Openness Framework.


A monitoring system is only effective if prompt action is taken to resolve marketing incidents immediately after action is deemed warranted. Therefore, at the discretion of Health Canada (and based on their competing priorities at the time), the incident may be triaged back to PAAB with a request to address the matter on behalf of Health Canada.  In those instances, the marketing incident will be documented in a registry on the PAAB website which will mirror the format of Health Canada’s Marketing Incidence Table. This PAAB registry will also include any incidents originating from Health Canada’s proactive monitoring which were triaged to PAAB for whatever reason.


How does this collaboration benefit Health Canada?

These monitoring activities offer Health Canada a unique window to the Canadian environment of HCP advertising, significantly supporting its lead role in the oversight of health product advertising in Canada.


How does this collaboration benefit the health product industry?

It will reduce reliance on competitive complaints as a means of promptly addressing marketing incidents that have seeped into the marketplace. This will help sustain an environment that is fair for advertisers who strive to meet the standards outlined in the PAAB Code of Advertising Acceptance in addition to the Food and Drugs Act, Controlled Drugs and Substances Act, and respective regulations. 

It is important not to confuse the PAAB's monitoring activities with the PAAB's complaints adjudication service. The process for the former is described above. The process for the latter is described in section 1.7.E and 1.7.F of the PAAB Code. 

October 6, 2022



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