ASMI looks at labelling
May 28, 2012
ANY labeling change impacting
brand names will be a huge issue
for the industry, according to the
Australian Self Medication Industry
(ASMI).
The comments come in response
to the launch of the TGA’s Labelling
consultation paper (PD Fri), which
is designed to explore new ways of
helping consumers understand info
on medicine labels and packaging.
Commenting on the discussion
paper ASMI said that it is prepared
to participate in the discussion in
“good faith based on the premise
that this is a genuine dialogue with
industry and other stakeholders to
find the best way to address issues,
rather than ‘this is what the outcome
will look like, say what you like’”.
“Consistent with COAG principles
we support minimum effective
regulation, and any regulatory
intervention should in our view be
transparent, accountable,
proportionate, consistent and
targeted.
“We also subscribe to evidencebased
decision making and
interventions,” a statement from
ASMI said.
According to ASMI, any proposals
put forward will have to be consumer
tested to ensure readability of
labels is not compromised.
ASMI also said that it supports
the Labelling Code of Practice for
non-prescription and
complementary medicines.
“Labels which conform with the
Code have been demonstrated to
support appropriate selection and
safe use by consumers,” ASMI said.
ASMI was however wary of
impacts on brand names, saying
that the value of a brand name
cannot be overemphasised as it
determines commercial viability.
“Consumers need to negotiate
their way in the pharmacy or
supermarket among a vast array of
products and product categories to
find what they are after,” ASMI said.
“Companies invest heavily in
brand design, and maintain the
heritage of fonts and colours used
in the pack design to attract
consumers through brand recognition.
“We don’t dispute the
importance of the prominence of
product ingredients to facilitate
easy recognition by consumers, but
what has been proposed seems
completely disproportionate and
overly-prescriptive,” ASMI added.
ASMI also said that it has serious
concerns about proposed changes
in relation to brand extensions or
“umbrella branding”.
“In some instances, the changes
will essentially result in the banning
of some products, and this could
have legal ramifications,” ASMI said.
To view the proposed changes to
labelling rules CLICK HERE.
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