oa Journal of Marketing - The pitfalls of pharmaceutical marketing
During 2007, Adcock Ingram incurred the wrath of the Medicines Control Council when it advertised its flagship product, Myprodol, directly to consumers. According to the Medicines Act, pharmaceutical products classified as schedule two or higher may not be advertised directly to the public, but only to medical practitioners, pharmacists and individuals authorized to prescribe prescription drugs. Classified as a schedule three drug, Myprodol falls into this restricted category.
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