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Clear ground rules for pharmaceutical marketing
Pharmaceutical marketing is not just about sales promotion; another important task is to ensure the correct use of medicines. Medicines must not be marketed in a haphazard manner to a vague target audience. The pharmaceutical industry is aware of its responsibilities, and therefore marketing is covered by its own Code of Ethics which complements the legislative regulations.
 The Code valid from 1.1.2014 and on is here:
LT_eettiset_ohjeet_paivitys_11_2013_ENG_valmis_NETTI (ID 31340).pdfPIF Code of Ethics 1.1.2014.pdf.
Finland is a pioneering country in voluntary control of pharmaceutical marketing and self-regulation of the pharmaceutical branch. The Finnish voluntary control system has been in place for 50 years. The model is the one followed for the media, which is regulated by the Council for Mass Media in Finland.

Instructions protect consumers

The members of Pharma Industry Finland are committed to respecting the Code of Ethics maintained by PIF. The Code is based on the medicine, consumer and competition legislation, as well as on the international norms regulating pharmaceutical marketing. Breach of the Code may lead to considerable sanction payments.
The Code of Ethics includes instructions and guidelines for
• pharmaceutical marketing
• good medical representative conduct
• co-operation between the pharmaceutical industry and patient organisations
• health awareness information and other information on health and diseases targeted at consumers

The Supervisory Commission for the Marketing of Medicinal Products – impartial control system

The Supervisory Commission for the Marketing of Medicinal Products guides and monitors the compliance with the Code. The members of the Commissions' control bodies are impartial experts in the fields of medicine, law, pharmacy and marketing.
controlsystem_082011 (ID 22590).JPG

The Supervisory Commission for the Marketing of Medicinal Products:
Contact details and responsibilities
Laura Labart
Senior Advisor: Secretary of the Supervisory Commission for the Marketing of Medicinal Products
Tel: +358 9 6150 4911

Jaakko Laurila
Senior Advisor: Secretary of Inspection Board I and II
Tel: +358 9 6150 4926

Tarja Udd
Assistant: practicalities related to complaints and appeals, meeting dates
Tel: +358 9 6150 4927


The “10 correct” brochure lists and provides practical advice on the issues to check before submitting pharmaceutical marketing materials for preliminary inspection. 

The control system is open – anybody can file a complaint about the marketing of a PIF member company.