@BayerUKIreland tweets violated Code of Practice

Earlier this year, we heard some buzz about a couple of @BayerUKIreland tweets which raised some eyebrows before they were deleted. It seemed the tweets may have violated restrictions on using Twitter to promote medicines.

The Prescription Medicines Code of Practice Authority (PMCPA) is responsible for administering The Association of the British Pharmaceutical Industry’s (ABPI) Code of Practice.

An InPharm.com article reports the code regulator has ruled Bayer’s UK Twitter account did promote prescription-only medicines to the public when it sent two product-related tweets. The tweets were related to Levitra, an erectile dysfunction product, and Sativex, a multiple sclerosis drug.