Marketing involving veterinary medicines – an update for ALL UK veterinary practices

March 20, 2025

You may not think that you are advertising veterinary medicines. In fact, you may not even have considered it! But in the last few months we’ve seen a worrying uptick in practices incorporating illegal advertising into their websites and social media feeds. At the same time, we are seeing the Veterinary Medicines Directorate (the veterinary medicines regulator) being increasingly proactive and taking action against non-compliant web content. And no, “free speech” is not a defence if you are found to have broken the Veterinary Medicines Regulations! 

So, whether or not you think you’re already doing it, please do read this update!  

What will the VMD consider to be an “advertisement”? 

The VMD adopt a very broad definition of advertising, considering it to encompass: 

“any activity in connection with a veterinary medicine that is aimed or designed to promote the sale, distribution, supply, prescription or use of the veterinary medicine, whether for profit or not” 

What that means is that ANYTHING you do online that might encourage a client to request a specific named veterinary medicine is advertising. 

What about educational content? 

There is an exemption for genuinely informational content, aimed at informing your readers or viewers. However, remember that to meet this definition, the content must: 

  • Not name any specific brands. 
  • Detail all the available treatments for the condition being discussed (not just one) and not promote any of them over the others. 
  • Not make any claims beyond those listed on the Summary of Product Characteristics (SPC) or datasheet. 

What about online dispensaries then? 

Price lists of all the medicines being sold are permitted, so long as: 

  • All the products in a particular category are listed together. 
  • Every product is listed in the same font, size, and colour text. 
  • The product’s full authorised name is used. 
  • All images are exactly the same size (and show UK packaging). 
  • No one is promoted over the others. 

Another special clause is that use of online adverts (like Google or Bing Ads) are permitted SO LONG AS the only keyword driving the ads is the licensed brand name of the product. 

The rules around advertising – a summary 

What advertising is permitted, and to who, depends on the product’s classification. 

POM-V 

Products cannot be advertised to the general public. Adverts are only permitted to vets, pharmacists and vet nurses, and can only be shown if there are specific checks to prevent any other person having access. 

So, for example, having an open forum aimed at vets, but which does not prevent non-vets from having access, would not be permitted. A web page for vets which asks users to confirm that they are vets before accessing it, however, would be. 

It is also lawful to advertise POM-Vs to “professional keepers of animals” – a rather vague term which generally is limited to farmers and (arguably) horse breeders. Companion animal owners are excluded. In any case, antibiotic medications cannot be advertised to this group. 

Discussion of POM-Vs in genuinely educational content is acceptable, so long as the generic, not brand, names are used, and there is a balanced discussion of all the available options. So, a blog article waxing lyrical about a new flea POM-V treatment is, in law, an illegal advert unless other alternatives are discussed, and no brand names are used. 

POM-VPS 

POM-VPS medications are technically still prescription-only, so the same limitations apply. However, the scope of adverts is widened to include Suitably Qualified Persons (SQPs) and “other veterinary health professionals”. 

NFA-VPS, AVM-GSL, and ESPA/SAES 

There are no restrictions on advertising, and these can be advertised to the general public, so long as: 

  • You make clear the distinction between education and advertising content. 
  • You promote responsible medicine use and are objective. 
  • You make sure that all statements you make are in line with the SPC/datasheet. 
  • Your content is not misleading. 

Take care with the Cascade… 

Use of a human medicine in animals is widely understood as Cascade use. However, it also includes any use of a veterinary medicine in an animal it is not licensed for, OR for a purpose it isn’t authorised for. In addition, extemporaneous preparations (“veterinary specials”) are not licensed veterinary medicines, and so also sit under the Cascade. 

It is illegal to advertise a product that will be used under the Cascade; it is also illegal to facilitate or promote illegal Cascade use (in theory, up to 2 years in prison!).  

Watch out for supplements and nutraceuticals too 

Supplements are, by definition, not medicines. If you publish anything that implies that they are, this is called “making a medicinal claim”. The moment you have done that, the product is treated as if it was an unlicensed veterinary medicine being used on the Cascade – and so the content becomes illegal. 

Things to watch out for are claiming that a product: 

  • Treats a disease (e.g. “Reduces diarrhoea”) 
  • Prevents a disease (e.g. “Prevents arthritis”) 
  • Reduces symptoms of a disease (e.g. “helps reduce pain and inflammation”) 
  • Improves a physiological function (e.g. “boosts immunity”) 

You are limited to statements that claim maintenance or support of a normal and healthy physiological system (e.g. “supports healthy intestinal function”, “maintains joint health”). 

Be cautious with paid social media targeting 

Paid advertising on social media can seem straightforward, but you should exercise caution. Platforms such as Meta (Facebook and Instagram) offer audience expansion options, data list uploads, and lookalike audiences, all designed to increase your advert’s reach beyond your initial targeting criteria.  

Although these tools may appear useful for engaging veterinary professionals, there’s a significant risk your adverts could inadvertently reach pet owners and members of the general public. This unintended audience could put you in breach of Veterinary Medicines Regulations if prescription-only medicines (POM-V or POM-VPS) are advertised to non-professional audiences.  

As a general rule, to ensure full compliance, you should avoid advertising any products classed as veterinary medicines via online social media platforms altogether. Instead, rely on closed professional veterinary networks or direct channels such as email marketing or industry press to maintain regulatory compliance. 

Next Steps 

First, check your current content. 

  • Make sure you aren’t listing any brand names of POM-V or POM-VPS medicines (including in images) 
  • Make sure none of your content advocates Cascade use of a product – not just human meds, but medications being used in a species or for an indication they aren’t licensed for. 
  • Make sure you aren’t making any medicinal claims for supplements 

Next, think about your socials 

  • Do you promote the use of any POM-V or POM-VPS medicines anywhere where someone who isn’t a vet or nurse could see it? 
  • Do you tell people they’ll get a named product on a health plan? 
  • Do you promote any off-license treatments? 
  • Do you make medicinal claims for any supplements? 

Want to make 100% sure you’re compliant? 

Well, you can start out with: 

Or give us a call!

We’re always happy to advise our clients on staying within the rules. 

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