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Anticompetitive Marketing in a Pharmaceutical Switching Context
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Law, Department of Law. (Immaterial- och marknadsrätt)
2012 (English)Conference paper, Published paper (Other academic)
Abstract [en]

The article deals with the intersection between competition law rules on abuse of a dominant position and switching strategies employed by pharmaceutical originator companies. Switching is also known as ever-greening, product hopping or product life cycle strategies. It is one of the most topical issues in the patent-antitrust intersection today and consists in launching a slightly modified, second generation pharmaceutical, 1-2 years before the patent exclusivity expires for a first generation product. In this window originators try to migrate patients to a reformulated product. If successful, this will shield the originator from the effects of generic substitution for the first generation product. In the AstraZeneca-case the EU General Court held that a selective redrawal of marketing authorizations for a first generation product was an abuse of a dominant position under article 102 TFEU. This article focuses on other components in a switching strategy, especially the timing and content of marketing efforts by an originator company. Marketing is pro-competitive in almost all cases, but due to the special regulatory context in the pharmaceutical industry, marketing by an originator company can be used in an excluding fashion in the pharmaceutical industry. The conclusion is reached that casting the quality or price of the originator’s first generation product in a bad light, in comparison with the second generation product during exclusivity for the first generation product, may be an abuse by a dominant firm falling foul of article 102 TFEU. It is in effect equivalent to negative comparative advertising messages concerning a competitor’s soon to be launched product.

Place, publisher, year, edition, pages
2012.
Keyword [en]
Pharmaceutical switching patent competition law
National Category
Social Sciences
Research subject
Civil Law
Identifiers
URN: urn:nbn:se:uu:diva-183882OAI: oai:DiVA.org:uu-183882DiVA: diva2:564925
Conference
EALE Conference 2012, Stockholm, September 20–22, 2012
Available from: 2012-11-08 Created: 2012-11-05 Last updated: 2012-11-08Bibliographically approved

Open Access in DiVA

Switching(217 kB)136 downloads
File information
File name FULLTEXT02.pdfFile size 217 kBChecksum SHA-512
e616206d7557cb0382baff3668d60acc1c71c5e3756d26e83d628b7fc95c0118c591d80d339f63307c27c3ea4e0e9b25bab7cde45c108dda1085b2b42031bf17
Type fulltextMimetype application/pdf

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http://www.eale.org/conference/eale2012/paper/view/115

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf