The MHRA has rapped Lloydspharmacy for promoting a prescription-only drug for erectile dysfunction by email.  

The medicines watchdog upheld a complaint made by a member of the public last June about the promotion of sildenafil, it announced last week (September 13).  

Lloydspharmacy admitted it had unintentionally sent an email about sildenafil pricing to customers who had previously ordered "various medicines" for erectile dysfunction.

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	The multiple told the MHRA that it would ensure it only sent product price announcements to customers who had previously received that particular medicine in future.

Advertisements that are likely to lead to the use of a prescription-only medicine are prohibited under the human medicines regulations.  

Any information that is given must be "factual and balanced", and avoid encouraging patients to request the medicine, says the Association of the British Pharmaceutical Industry code of practice.  

Lloydspharmacy told C+D it had nothing to add to the MHRA's announcement.