The Pharmaceutical Journal
Vol 277 No 7429 p656
2 December 2006

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Views sought on code for promoting NHS services

Whether pharmacists should be included under a new “Code of practice for promotion of NHS services” is one of the points raised in a consultation document on the proposed code, published by the Department of Health this week.

The document describes a self-regulatory approach to promotion of NHS services under a code of practice.

The DoH says that the plans should provide safeguards to ensure that:

· Information patients receive is not misleading, inaccurate, unfair or offensive

· The brand and reputation of the NHS is protected

· Expenditure of public money on promotional activity is not excessive

Lynsey Balmer, head of professional ethics at the Royal Pharmaceutical Society, commented: “It is important that safeguards are in place to ensure that information about health services is not inaccurate or misleading. The Society’s Code of Ethics and Standards currently details professional requirements for the publicity and promotion of information. The [Society’s] code requires that any information material about pharmacy services must be accurate and honest and should be presented so as to allow the recipient to decide independently whether to use a service.”

Ms Balmer said that the Society would be considering the detail of the DoH con-sultation document and the implications for pharmacy.

Alastair Buxton, head of NHS services, Pharmaceutical Services Negotiating Committee, said that the appropriate advertising of professional services to patients is important to ensure the public is aware of and can make the most of the wide range of NHS services available from community pharmacies. “The contract requires pharmacies to notify their patients of the NHS services they provide, including via the production of a practice leaflet,” he said.

Mr Buxton added: “PSNC will need to carefully consider its response to this DoH consultation document. The added value of the proposed self-regulatory framework will need to be assessed against the current Society guidance on the promotion of professional services.”