Controversy Surrounds Australian Pharmacist Program for VEEV E-Cigarettes

The revelation that pharmacists were receiving a $275 kickback for ordering VEEV electronic cigarettes has raised concerns about the ethical standards of the tobacco giant, resulting in the suspension of the program.

Photo: José Luis Magaña/AFP/Getty Images

General practitioners urge Australian pharmacists not to participate in the proposed plan to distribute the Phimo VEEV e-cigarette.

The plan was first reported by News Corp. Pharmacists will receive $5 every time they prescribe a new VEEV device, $10 for introducing the cost of the device to new patients, and $5 for referring patients to other doctors who prescribe the device. Pharmacists will also receive a payment of $275 for initial inventory orders.

PharmaPrograms, the IT platform responsible for launching the plan, has announced a suspension of the project following strong opposition from doctors and health experts.

PharmaPrograms informed its members via email that it has decided to postpone the release of the plan and complete a review of all its components in light of recent recommendations.

The proposed plan aims to support approved patients in their appropriate use of nicotine electronic cigarettes, for which they have been authorized to be prescribed. It also provides unique regulatory requirements to pharmacists regarding prescribing and supplying electronic cigarette products. PharmaPrograms confirmed that more information on the plan's future will be available soon.

A spokesperson for the Australian Pharmaceuticals Association has stated that pharmacists will not receive personal incentives for selling medication. "Patient support programs that assist people in using new prescription drugs are rare, and pharmacists should adhere to the significant compliance obligations outlined in the Australian Code of Conduct for the pharmaceutical industry.

The financial kickbacks from Big Tobacco demonstrate an absolute contempt for pharmacists. They scorn their integrity and the professional and ethical obligation of pharmacists to prioritize the health and well-being of patients. Multinational tobacco companies have no place in healthcare. This was expressed by Elizabeth de Somer, CEO of an Australian pharmaceutical company who firmly advocates for ethical behavior and will not tolerate any inappropriate impact on patients. She stated that prescription drugs are not allowed to be directly advertised to consumers, and their guidelines also ensure that pharmaceutical companies do not provide incentives for specific products. However, as Philip Morris is not a pharmaceutical company, it is not bound by these guidelines.

Somer stated, "Any activity that involves influencing healthcare professionals' prescription and supply decisions regarding patients, aside from our regulations, carries a high risk of violating the Therapeutic Goods Act, which prohibits the promotion of prescription medicine to consumers.

The Therapeutic Goods Administration (TGA), which is responsible for regulating drugs in Australia, has not yet approved any e-cigarette products for registration. The TGA has assessed the effectiveness of all registered drugs in Australia. This means that doctors would need to apply to the TGA to prescribe unapproved products to their patients. The Australian newspaper has reached out to the TGA for comment on VEEV's plans.

The most comprehensive review to date on the dangers of e-cigarettes, led by researchers at the National Centre for Epidemiology and Population Health at the Australian National University, has found conclusive evidence that they cause poisoning, injury, burns and immediate toxicity through inhalation, including seizures. The review also found that they lead to addiction. Professor Emily Banks, who led the review, said that the tobacco industry wants to erode trust in Australia's healthcare system. "Big tobacco is looking for a piece of this – they want to erode some of that trust. It's terrifying.

According to Banks, tobacco causes over 8 million deaths globally each year, accounting for more than 10% of all deaths. Smoking is the leading cause of premature death in Australia.

According to the bank, large tobacco companies are using strategies to market themselves as "reformers," while recruiting new smokers through e-cigarettes, opposing tobacco regulations, and marketing e-cigarettes to youth. Meanwhile, tobacco companies are still heavily promoting cigarettes in countries without strict tobacco control laws. "This industry has no place in any part of the healthcare system," said Banks.

In a statement, PMI defended its VEEP plan, stating that since 2021, nicotine e-cigarette products have been available as prescription drugs for smoking cessation in Australian pharmacies. "Several manufacturers, including PMI, have been providing nicotine e-cigarette products to Australian pharmacies through a rigorous regulatory system. Industry data shows that there are now multiple e-cigarette manufacturers' products available in over 2,000 pharmacies nationwide," the statement said.

Dr. Karen Price, the president of the Royal Australian College of General Practitioners, has warned that the plan could erode community trust in local pharmacies. Price stated, "I urge all pharmacists to resist the temptation of large amounts of tobacco cash and not to participate in this immoral plan.

This is simply terrifying. We have a health organization partnering with a tobacco giant responsible for millions of deaths, incentivizing pharmacists to promote a harmful electronic cigarette product," said Price. The large tobacco companies are profiting immensely from electronic cigarettes and will try any means necessary to attract new users, including paying community pharmacists who should prioritize their clients' health and well-being.

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