Targeting consumer materials to patients through healthcare professionals

As a reminder, the standards in the PAAB Code of Advertising Acceptance apply to promotional materials directed to healthcare professionals through any media and to patient information materials intended for distribution or dissemination through any media via healthcare professionals.

This is true even if the materials were initially intended and assessed for use in the consumer space. A more targeted distribution to or through healthcare professionals triggers the need for a review against the standards in the PAAB Code. When an HCP is involved in the decision to disseminate consumer information, they and potentially their patients are part of the audience for these materials. As such, the materials should be reviewed by PAAB.

Additional related resource:
Guidance for Advertising/Promotional Systems (APS) Which Are Openly Visible in Healthcare Professional (HCP) – Patient Interaction Areas



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