"Many businesses have asked us for more detail on what they can and cannot claim when advertising these kinds of products" - Lee Grist, VMD.

“We want to support businesses to operate in full compliance of the law” - VMD. 

The Veterinary Medicines Directorate (VMD) has published updated guidance to support vets with advertising non-medicinal veterinary products.

The guidance is for anyone who makes, advertises, sells or supplies products for use in or near animals in the UK, including feeds, supplements, topical hygiene products, bedding and behavioural products.

It has been developed in response to stakeholder queries and addresses common issues the regulator has identified in how businesses interpret the existing rules. The VMD states that it has received more than 400 reports relating to unauthorised medical claims in the last year.

The guidance covers:
    •    What counts as a veterinary medicine under UK law
    •    The difference between products that are ‘medicinal by presentation’ and ‘medicinal by function’
    •    What businesses can and cannot claim for non-medicinal products
    •    Rules for health maintenance claims
    •    How testimonials, reviews and educational materials must be handled
    •    Specific rules for different product types.

Lee Grist, head of inspections and enforcement at the VMD, said: “We want to support businesses to operate in full compliance of the law. This guidance provides clear, practical advice to help manufacturers, retailers and other suppliers understand their legal obligations when advertising non-medicinal veterinary products.

“Many businesses have asked us for more detail on what they can and cannot claim when advertising these kinds of products. This guidance responds to those requests and will help protect both businesses and animal health by ensuring products are properly presented to end consumers.”

Image (C) New Africa/Shutterstock.com.