Reforms to therapeutic goods advertising regulations have changed the legal obligations and liabilities of not only product sponsors, but also agencies, marketers, publishers, broadcasters and others who “cause” the advertising of therapeutic goods to consumers. Here’s what you need to know…
For over 25 years, therapeutic goods advertising to consumers was legally required to undergo an independent compliance check by the Therapeutic Goods Administration (TGA) and be pre-approved before publication.
These mandatory pre-approvals, which have helped protect advertisers, consumers and retailers from noncompliant advertising, will end on 30 June.
From 1 July, companies that create and/or place ads will still have the same legal responsibility to ensure their ads are compliant, but without the benefit of this compliance safety net.
An estimated 60-70 percent of ads submitted for mandatory pre-approvals to CHP Australia’s Advertising Services Office (as a delegate of the TGA) required some form of compliance amendment.
Those involved in therapeutic goods advertising must manage their compliance obligations carefully or risk not only heavy fines and sanctions, but also brand and reputational damage.
“Reputational risks for brands has never been higher,” explained CHP Australia’s business development manager Brenda Davy.
“With the continuing importance of building brand trust among consumers, meeting your compliance obligations and mitigating your noncompliance risk is critical to maximise all marketing efforts and to retain strong brand equity.”
That’s where AdCheck can help.
AdCheck, provided by CHP Australia, offers independent, expert compliance checks and advice on all forms of direct to consumer therapeutic goods advertising, helping to minimise your risk of noncompliance.
AdChecks are performed by the same CHP compliance experts who previously provided mandatory pre-approvals.
Established to support responsible therapeutic goods advertising and advertisers, AdCheck’s comprehensive services include:
- Timely and dependable compliance checks regardless of the ad’s consumer audience or communication medium
- Expert guidance and advice to address compliance issues
- Early stage concept consultations and advice
- Coaching and compliance training
- Support and advice managing complaints
- Unique AdCheck verification number
For more information about the AdCheck service visit www.adcheck.com.au
