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Heather Simmonds, Director
Prescription Medicines Code of Practice Authority
12 Whitehall
London SW1A 2DY 21 January 2000

Dear Mrs Simmonds,

Case AUTH/949/10/99: Advertisement for Detrusitol

Thank you for your letter of 12 January. I did appreciate the prompt response.

Your Panel was correct in assuming that I was not questioning the pharmacological selectivity of tolterodine - and that largely explains why I have no comment on the company's response to our complaint.

As far as the Panel's decision is concerned, the question in my mind is this: will its ruling be seen as something of a prompt to advertisers not to forget to include words like "helps" to indicate that a product might work wonders? Or should the panel's ruling be seen as a determined attempt to positively promote the standards in Clause 7.2 of the Code?

When the Authority publicly reports on this and other cases, in due course, perhaps the answer will be clearer than it is now. In the meantime, I am sure there is no need for me to emphasise how critical the difference is.

Yours sincerely,
Charles Medawar


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