Introduction
The Pharmaceutical Advertising Advisory Board (PAAB) is an independent review agency that advises industry on compliance with Code of Advertising Acceptance. PAAB developed the Code as a tool to help industry meet the legislative and regulatory requirements for advertising established by Health Canada under the Food and Drugs Act. The year 2016 was PAAB’s 40th anniversary—a perfect occasion to pause and reflect, and think carefully about our future. This Strategic Plan for 2017–2020 recognizes that PAAB’s planning approach needs to evolve with the environment around us. Building on what we set out to achieve in our 2013–2016 Strategic Plan, PAAB remains committed to the highest standards of service delivery and to adopting modern governance approaches. As we look ahead, we have also taken a broader view of the world we operate in. We have reflected thoughtfully on how we can leverage PAAB’s greatest strengths, and we worked diligently to identify the trends that impact what we do, both on a day-to-day basis and in the long-term.
This Strategic Plan is the product of significant research and discussion among PAAB staff, the Board of Directors, and key external stakeholders who keenly understand the forces that shape the global pharmaceutical advertising landscape and Canada’s place within it. It represents the collective wisdom of diverse professionals with unique points of view, but who share a common interest in making sure that pharmaceutical manufacturers are well equipped to meet Canadian regulatory requirements that were designed to ensure that health product communications for healthcare professionals meet the highest standards.
As a voluntary, self-financed organization, PAAB operates in a challenging environment. When PAAB first started operating in 1976, we reviewed approximately 400 submissions per year. In 2014, PAAB staff reviewed more than 7000 files. Submissions have been made by almost 100 different manufacturers, across 25 therapeutic areas. PAAB now serves approximately 150 agencies that submit advertising on behalf of manufacturers. These are more than just numbers—these figures demonstrate that we provide a valuable service in an industry that continues to grow. This Strategic Plan recognizes that reality, and anticipates the many other new, exciting developments that we hope our next 40 years will bring.
