PAAB submission primary audience as patient
-
If PAAB code applies to advertising targeting healthcare professionals and ASC's code is designed for advertising targeted at the general public, when we submit pieces with the primary audience as patient, do we still need ASC approval on the piece before release in Canada?
-
If PAAB code applies to advertising targeting healthcare professionals and ASC's code is designed for advertising targeted at the general public, when we submit pieces with the primary audience as patient, do we still need ASC approval on the piece before release in Canada?
Hello @tayyeba
The PAAB Code applies to advertising directed to HCPs and information provided to patients through an HCP. Direct to consumer advertising of healthcare products and is reviewed against the Food and Drug Act and Food and Drug Regulations. Both PAAB and Ad Standards can provide this review. When the primary audience is patients, it should be reviewed by PAAB. If it will also be visible to consumers, this should be disclosed to PAAB at the time of review. PAAB can concurrently provide a DTC review (i.e. the piece would be subject to the applicable sections of the Food and Drugs Act and Regulations, policy and guidance documents pertaining to advertising, and the PAAB Code). Regardless of who reviews the content, it should be sent to Health Canada by the respective agency per Health Canada’s request to see all DTC advertising.
