Born with a Plastic Spoon in Their Mouth? - Substitution, Interchangeability, and Marketing of Biosimilars

Rhiannon Bandiera, Elizabeth Handsley, David Lim

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Biosimilar medicines have the potential to increase medicine access and bring cost savings to consumers, but uptake has been slow for a range of reasons. This article analyses one such reason, namely the potential for competitors' promotional materials to use certain terms with technical meanings, such as "interchangeable" and "substitution", in a misleading way. Against the backdrop of a flawed co-regulatory system for pharmaceutical marketing, the article identifies a need for clear regulatory statements about appropriate uses of such terms in pharmaceutical marketing and promotion.

Original languageEnglish
Pages (from-to)208-223
Number of pages16
JournalJournal of Law and Medicine
Issue number1
Publication statusPublished - 1 Mar 2022
Externally publishedYes


  • biologics
  • biosimilars
  • generics
  • misleading and deceptive conduct
  • regulation
  • marketing

Cite this