If this digital presence can help strengthen thehealth education and bringing professionals closer to citizens, it also raises ethical and regulatory questions. It is in this context that the Southern Regional Council of Community Pharmacists (CRPOS) published a circular recalling the legal and ethical framework applicable to the communication of pharmacists on social networks.
Increased vigilance in the face of observed deviations
In its document, the Council indicates that it has noted, over recent months, a notable development in the presence of pharmacists and their colleagues on digital platforms. However, this development was accompanied by practices considered worrying.
The body mentions in particular the dissemination of erroneous or insufficiently scientifically based therapeutic advice, the publication of inaccurate information relating to drugs and health products, as well as content that may be assimilated to illegal advertising.
The Council also refers to certain stagings, demonstrations or statements incompatible with the dignity of the profession. Even more worrying, it points to activities promoting or selling drugs via social networks, while the Moroccan legislation prohibits the sale of medicines to the public outside authorized pharmacies.
Between information and advertising, a sometimes blurred border
One of the main issues raised by the circular concerns the distinction between health information And promotional communication. THE Southern Regional Council of Community Pharmacists recalls that advertising for medicines and health products is strictly regulated in Morocco. Any advertising intended for the general public must in particular be subject to prior authorization from theMoroccan Agency for Medicines and Health Products (AMMPS).
The body also underlines that a communication can be considered as advertising even when it takes the appearance of educational or informative content. Thus, any publication having the object or effect of promoting, directly or indirectly, the prescription, delivery, sale or consumption of a medication or health product may be considered as advertising within the meaning of the pharmaceutical regulations.
This clarification particularly targets certain very popular formats on social networks, such as advice videos, testimonials, product demonstrations or recommendations presented in an educational form.
The pharmacist responsible for his publications… and those of his collaborators
The circular also emphasizes the personal responsibility of the pharmacist. He remains responsible for the activities carried out within his pharmacyincluding when the published content comes from collaborators placed under its authority. Statements, publications or behavior disseminated on social networks are therefore likely to incur professional, disciplinary and, where applicable, legal liability. A reminder which comes in a context where many pharmacies are developing their digital presence through community managerspreparers or collaborators responsible for running professional pages.
What remains authorized
The Council does not call into question the use of social networks by pharmacists. On the contrary, it fully recognizes their role in information, advice, prevention and health education, missions which are an integral part of the pharmaceutical act. “In particular, general information content relating to health and prevention is considered to comply with regulations and ethical rules, provided that it is objective, based on scientific data and devoid of any promotional aim.
The same applies to health education and awareness-raising actions on the proper use of medicines, as well as publications highlighting the role of the pharmacist in prevention, therapeutic support and the promotion of public health. The presentation of the services offered by the pharmacy is also authorized, on the condition that it remains objective and respects the principles of dignity and brotherhood which govern the profession. The emphasis is thus placed on the scientific quality of the information disseminated and on the absence of any commercial or promotional objective.
Maintain public trust
The Council also warns that the shortcomings observed may give rise to disciplinary proceedings before the competent ordinal authorities, without prejudice to the administrative sanctions or judicial proceedings provided for by law. Through this circular, the Order therefore intends to remind you that in the era of social networks, the freedom to communicate is accompanied by increased responsibility. For pharmacists, the challenge now consists of finding the right balance between digital visibility, information mission and respect for the ethical requirements which underpin the credibility of their profession.
