EU issues guidance for QR codes on drug labels

Pharma companies must let the European Medicines Agency know if they intend to use quick response (QR) codes on medicinal products, according to new guidance. QR codes are a relatively old technology but the explosion in smartphone sales means more and more companies are using them to interact with customers.
In the case of medicinal products, the EMA acknowledges that patients and doctors can also benefit from using QR codes to get more information about medicines, although it says it needs to ensure these are not being used for promotional purposes. Coding considerations also lie at the heart of the EU Falsified Medicines Directive (Securing Industry, 3 August 2015).
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