Tweets posted by Bayer Healthcare about two of its products have been found to have breached the UK pharmaceutical industry Code of Conduct, including Clause 2, which deals with promotional activities that bring discredit upon, or reduce confidence in, the industry. The tweets also constituted the promotion of prescription-only medicines to the public, the Prescription Medicines Code of Practice Authority (PMCPA), which administers the Code, has ruled, in the first-ever cases of breaches of the Code involving social media.
