VMD warning amidst social media tick advice
The most popular TikTok videos had limited involvement from vet professionals.
The Veterinary Medicines Directorate (VMD) has urged caution with tick prevention advice shared on social media platforms.
It comes after a study examining the most-engaged, English-language TikTok videos on tick prevention found limited involvement from veterinary professionals.
The report, published in Veterinary Record, found that the most common content was promoting and demonstrating the use of natural or holistic tick prevention methods. Videos which promoted natural or non-prescription approaches received higher total engagement compared to other similar content.
However, the content was found to be largely driven by influencers, with less involvement from veterinary professionals.
The videos frequently included references where influencer addressed the safety of natural ingredients and holistic themes. These were rarely accompanied by evidence or cautionary information.
While the VMD says social media can provide useful pet care advice, it adds that the advice shared online may not always be accurate, evidence-based or appropriate.
Pet owners are urged to discuss flea treatment prevention options with a veterinary professional or qualified medicines supplier.
When watching social media content, pet owners should be cautious of products which influencers claim can prevent or treat disease, but do not provide supporting evidence. Words like ‘natural’ and ‘herbal’ do not necessarily mean the product is safe or effective.
It is recommended that pet owners only use approved veterinary medicines, seeking professional advice if they are unsure.
Meanwhile, companies which are promoting ‘herbal or ‘natural’ medicines have been directed to the VMD’s guidance on advertising non-medicinal veterinary products.
Andy Parker, head of VMD Enforcement, said: “The VMD ensures through rigorous assessment that all authorised veterinary medicines are of a high quality, are safe and that they work. This is something we are unable to ensure for products that have not been through this assessment process.
“Products marketed as ‘natural’ are still subject to the same advertising rules governing non-medicinal veterinary products. Anyone selling or promoting these products needs to be aware of what you can and cannot claim, you could be subject to enforcement action if you make medicinal claims for an unlicensed product.”
The full report can be found in Veterinary Record.
Companies marketing medicines for small pets exempt from authorisation must submit their annual return to the Veterinary Medicines Directorate (VMD) by 30 November 2026.
