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"It takes less time to do things right than to explain why you did it wrong"

Henry Wadsworth Longfellow

Emi Gosling, B.Pharm (Sydney University), MPS

I have extensive experience in the promotion and marketing of Therapeutic Goods with a wealth of first-hand, industry-specific knowledge. This experience is drawn from a professional career spanning well over 25 years. For many years I was also employed as the delegate of Secretary of the Department of Health, Therapeutic Goods Administration (TGA) as the Advertising Services Manager at ASMI (Australian Self-Medication Industry).

In this position I had complete responsibility for assessment of direct-to-consumer advertisements for scheduled and complementary medicines for compliance with the Therapeutic Goods Act, Therapeutic Goods Regulations and the Therapeutic Goods Advertising Code.

Complementary (CM), Over the Counter (OTC) and other Medicine advertising is required to meet particular advertising standards. The requirements and permissible nature of the advertising is dependent on the audience. I am familiar with the differing allowances for all scheduled and unlisted therapeutic goods and services. I have experience with all manner of media and their associated pressures; be it TV commercials, outdoor billboards, online or social advertising, websites or traditional print and advertorials.

I have an in-depth knowledge and understanding of relevant State and Commonwealth laws and legislation. In my work I commonly encounter the 'grey areas' that many advertisers find very difficult to understand and navigate. Food, cosmetic and consumer goods often have benefits that nudge the interface of a therapeutic use and I am often asked where the boundaries lie and how to safely promote uses while remaining compliant. The advertising of healthcare services that incorporate therapeutic goods is another area where advertisers often require my expert assistance.

My years of work with the TGA and ASMI have melded superbly with professional qualifications of being a pharmacist and as a (former) retail business proprietor. The combination of these skills and my knowledge-base has developed in me, a unique and valuable ability; the capacity to interpret advertising from the perspective of a qualified healthcare professional & retailer, as well as appreciating the viewpoint of an average consumer looking for solutions to their health conditions.

I am an accomplished presenter and trainer, experienced in developing and delivering tailored, full-day training seminars to regulatory and marketing industry associates throughout Australia. I encourage the continued education and professional development of healthcare industry advertisers.
My considerable experience dealing with the Health Department and the Therapeutic Goods Administration (TGA) and my command of the State and Commonwealth legislation surrounding all therapeutic goods in a highly regulated environment keeps me committed to my professional values.

I am a highly motivated advocate for the promotion & improvement of self-care within our society and remain fully supportive of a system that protects the more vulnerable members of our community. As a registered and practicing pharmacist, I appreciate a patient's needs and aim to assist marketers responsibly advertise products and services that support patients improve their health outcomes.

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Herbal therapies

Herbal and botanical therapies may be used for a range of purposes. Direct-to-consumer advertising may be limited by legislation.

Natural medicines

Marketing of consumer health and food supplements requires particular care.

Prescription medicines

Medicines Australia Code applies for advertising for prescription products.

Medicines moving between Poison Schedules

Different advertising controls are imposed on goods depending on their current Poison Scheduling status. S3 advertising controls are currently under review. Are you ready?

Health Services Advertising

Advertising of clinical services where therapeutic goods are utilised must also be conducted in a manner that complies with strict requirements.

Therapeutic devices

Certain goods are designed to be used to help treat serious medical conditions. Restrictions on mentioning these conditions in advertising can be overcome with the right guidance.

Cosmetic goods

How the product is packaged or is to be used could determine how it is classified. These classifications can have a big impact on permissible advertising claims.

Foods as medicines

How a food supplement is packaged or prepared may determine whether it is regulated as a therapeutic good. This could impact elements of the advertising.

Surgical devices

Although widely used, advertising of surgical devices to consumers is still restricted to ensure material is not misleading and promotes products in an ethical manner.

Prescription medicines

Promotion of prescription medicines is limited to specific formats and techniques. Care must be take to ensure consumers are not in a position where they may be encourgaed to self-diagnose and self-treat serious medical conditions.

Herbal foods as Medicines

Registered foods are often promoted for their medicinal uses. Understanding the limitations of permissible therapeutic benefit claims is a major challenge to some in the industry.

Information

Technical and Patient information leaflets are required to meet certain standards. The information may need to be tailored to the audience to whom these are directed.

Regulated health professionals and services

To protect consumers, the National Law includes provisions about advertising regulated health services. Registered health practitioners are responsible for their advertising.