New Guidance Released for Advertising Non-Medicinal Veterinary Products
The Veterinary Medicines Directorate (VMD) has issued a comprehensive new set of guidelines aimed at assisting businesses in understanding the regulations surrounding the advertising of products associated with animals that do not qualify as authorised veterinary medicines. This guidance is a response to numerous queries and seeks to clarify existing rules to ensure compliance across the industry.
Clarification of Existing Regulations
This new guidance builds upon the Veterinary Medicines Regulations of 2013 (as amended) and is specifically designed to address common misunderstandings among manufacturers, retailers, and advertisers involved in products such as animal feeds, supplements, hygiene items, bedding, and behavioural aids. Over the past year, the VMD has received over 400 reports regarding unauthorised medicinal claims related to these products, underscoring the need for clearer instruction.
Target Audience for the Guidance
The guidance is intended for anyone who is involved in the creation, advertising, sale, or supply of products for use in or around animals in the UK. This includes a variety of sectors, notably:
- Animal feeds and dietary supplements
- Topical hygiene products
- Bedding and housing materials
- Behavioural modification products
Key Aspects Covered
The guidelines outline critical information including:
- What constitutes a veterinary medicine under UK law
- The distinction between products deemed ‘medicinal by presentation’ and ‘medicinal by function’
- Permissible and impermissible claims for non-medicinal products
- Regulations regarding health maintenance claims
- Requirements for handling testimonials, reviews, and educational resources
- Specific rules applicable to different types of products
Commitment to Compliance
Lee Grist, Head of Inspections and Enforcement at the VMD, highlighted the agency’s dedication to supporting businesses in adhering to legal standards. He emphasized the importance of the guidance in facilitating manufacturers and retailers to understand their obligations when promoting non-medicinal veterinary products.
“Many businesses have requested more clarity on advertising claims. This guidance meets that need and aims to safeguard both the integrity of businesses and the health of animals by ensuring that products are accurately represented to consumers,” said Grist.
Restrictions on Claims
The guidance clearly states that non-medicinal veterinary products can only be promoted for the maintenance of health in healthy animals. They cannot be marketed with claims suggesting they treat or prevent diseases, modify physiological functions, or possess medicinal properties.
Illustrative examples of what claims are acceptable or prohibited are included, covering diverse forms of advertising such as product packaging, websites, social media, and customer testimonials.
Further Information
For those seeking to delve deeper into the guidance, the full document is available online at GOV.UK. Businesses with queries are encouraged to reach out at postmaster@vmd.gov.uk.
Background
The Veterinary Medicines Directorate operates as part of the Department for Environment, Food and Rural Affairs, tasked with ensuring animal health and public safety through the oversight of veterinary pharmaceuticals. The need for such guidance has become increasingly relevant as non-compliance issues have emerged, highlighting the potential risks to both animal welfare and consumer trust.
Source: official statements, news agencies, and public reports.
https://www.gov.uk/government/news/regulator-publishes-updated-guidance-to-help-businesses-advertise-non-medicinal-veterinary-products-legally
