PAAB is proposing to expand the types of evidence eligible for supporting advertising claims related to healthcare products.
Currently, the PAAB Code of Advertising Acceptance (Code) requires that clinical or therapeutic claims in the advertising and promotion of health care products be limited to claims based on published, peer-reviewed, controlled and well-designed clinical studies of specific patient populations, such as randomized controlled clinical trials (RCTs). To a lesser extent, high quality meta-analysis and observational studies may sometimes be acceptable.
PAAB is now proposing to amend the Code to permit advertising claims based on an expanded definition of clinical data, to include data that is not derived from RCTs.
PAAB has recognized that data on the performance of healthcare products is now generated in a variety of settings outside RCTs, including, Real World Data (RWD). PAAB has therefore set out the categories of evidence derived from RWD, so-called real-world evidence (RWE) that can be used, the types of advertising health claims that can be supported by RWE, and the quality criteria that RWE must meet.
PAAB Admissible Real World Evidence (RWE)
Not all RWD, or evidence derived from RWD will be eligible to support health claims. Recognizing the heterogeneity of real world data and evidence, PAAB has categorized eligible evidence derived from RWD that can be used in support of marketing claims into the following four categories:
- Observational studies;
- Explanatory trials;
- Pragmatic trials; and
- Market dynamic data.
Briefly PAAB has proposed to define each of these categories of data as follows:
Observational studies include cohort studies, case control studies, and their variants, where cohort studies follow groups of participants either forwards or backwards in time to measure association between exposure and response, while case control studies organize patients into cases based on an experienced outcome.
Explanatory trials are a type of RCT designed with features to control for most, if not all, sources of bias and test whether an intervention works under optimal situations.
Pragmatic trials are those that evaluate the effectiveness of interventions in real-life routine practice conditions.
Market dynamic data can be used in support of claims such as those relating to retention/persistence, therapy sequencing and switching where it is provided by recognized entities independent of the pharmaceutical company.
Continue reading to find out how the PAAB changes may affect your organization.
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