The Pharmaceutical Advertising Advisory Board (PAAB) is an independent review agency whose primary role is to ensure that advertising of prescription drugs is accurate, balanced and evidence-based. The PAAB is a self-fi nancing organization that strives to provide a service that is transparent and prompt, demonstrating a high level of scientifi c and regulatory expertise in its reviews.

In granting the PAAB approval and with it the authorization to use the PAAB logo on advertising materials directed to healthcare professionals, the PAAB will adopt the standards specifi ed in this code to all categories of healthcare products including prescription drugs, non-prescription drugs, and natural health products. The PAAB is recognized for making decisions about claims in advertising for healthcare professionals based on the review of scientifi c evidence. The PAAB will not grant approval or the use of its logo for advertising materials directed to healthcare professionals that do not meet the standards of evidence of this code irrespective of the category of healthcare product.

The PAAB reviews materials developed by pharmaceutical manufacturers predominantly for the purpose of advertising or promoting a product to healthcare practitioners and increasing their awareness of that brand. By their very nature, the utility of these materials in providing complete information about a product is limited however the PAAB ensures that any information provided about a product is evidence-based and that there is a balance between claims about benefi ts and possible risks.