The Veterinary Medicines Directorate (VMD) has published comprehensive guidance to help businesses understand the rules for advertising products used in, on or near animals that are not licensed veterinary medicines.
The law has not changed. This guidance clarifies existing regulations and responds to questions from pet businesses about what you can and cannot claim for non-medicinal products.
Who needs to read the guidance? Any business that makes, advertises, sells or supplies:
- Feeds and supplements
- Topical hygiene products
- Bedding and housing products
- Behavioural products (calmers)
The guidance covers:
- What counts as a veterinary medicine
- The difference between ‘medicinal by presentation’ and ‘medicinal by function’
- What you can claim for non-medicinal products (health maintenance only)
- Rules for testimonials, reviews and educational materials
- Specific requirements for different product types
Key points:
- Non-medicinal products can only be advertised for maintaining health in healthy animals
- When advertising non-medicinal products you cannot make claims to treat, prevent or cure disease
- Product names, images, testimonials and research references are all forms of advertising
- Natural or herbal products follow the same rules – there is no exemption
What pet businesses need to do:
- Read the full VMD guidance on GOV.UK: Advertising non-medicinal veterinary products – GOV.UK
- Review all your advertising materials (including websites, packaging, social media and trade show materials)
- Ensure your claims are limited to health maintenance in healthy animals
- Contact the VMD if you have questions about specific claims
We encourage pet businesses to review this guidance carefully to ensure compliance and protect your business.
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Dan Everett