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1. Introduction
The purpose of this guideline is to provide information on the requirements for the advertising of veterinary biologics (VB) in Canada. The Canadian Centre for Veterinary Biologics (CCVB) regulates the advertising of VB under the legal authority of the Health of Animals Regulations. There is no requirement for approval of an advertisement by the CCVB prior to its publication. Consequently, the CCVB does not ordinarily review and provide comments on the acceptability of draft advertisements. The CCVB investigates all complaints about inappropriate advertising, and will take necessary actions against false or misleading advertisements.
1.1 Legal authority
2. Definition of an advertisement
An advertisement is any and all information about a VB intended for publication in order to present a VB product to a target audience. The publicity can be done through, but is not limited to, television, radio, the Internet, social media, newspapers, magazines, scientific journals, promotional brochures, and handouts. Items bearing the logo or trade name of a veterinary biologic, but not making claims about the product, are not covered by the scope of this guideline. Peer-reviewed published scientific articles are not considered to be advertisements, provided they are available in a complete unedited format.
3. General guidance
Observe the following guidelines when preparing advertising materials:
- Advertise and promote VB on their own merits, in a positive manner
- Do not advertise or promote in Canada VB that are not licensed for general sale and distribution in Canada
- All advertisements must be consistent with the approved label claims
- All claims must be supported by the most recent version of the Outline of Production and research reports, filed with the CCVB
- All statements about the safety and efficacy of a VB should be supported by references to pertinent studies
- Descriptive adjectives must be supported by statistically sound data
- Comparisons of products must be audience appropriate, factual, and fair
- Specific comparisons between competing products must be based on objective scientific data that can be made available on request to all interested parties
- The relative merits of a VB should be presented in a positive manner
- The use of unsubstantiated superlative statements, negative statements, absolute statements, and vague comparisons are considered to be misleading and should not be used
- Testimonial statements are not exempt from other requirements listed in this guideline, and should be referenced to clearly identify the source
- Guarantees, which apply to the quality of the product, are generally acceptable, provided the manufacturer will support them
- If there are conditions under which the guarantee is void, such conditions must be stated
All complaints about published advertisements, along with the details of the complaints and supporting documents, should be submitted to the CCVB in writing.