More vet groups join calls for CMA poster redraft
BVA says the wording is 'not neutral, or factual and is in fact contestable'.
A coalition of veterinary groups has united to criticise a draft poster proposed by the Competition and Markets Authority (CMA), which advises that pet medicines are ‘significantly cheaper’ online.
BVA, BSAVA, SPVS, VMG and the BVNA have submitted a joint response to the CMA’s consultation on its draft Substantive Order and Undertakings, which closed on 20 August.
In its statement, BVA said it supported a more consistent approach to offering prescriptions. It also agreed that the Royal College of Veterinary Surgeons (RCVS) should produce a standardised Written Prescription Notice and Flyers.
However, the coalition has joined a widespread condemnation of the proposed text and poster and flyers.
In their formal response, the coalition highlights wording that says veterinary medicine ‘may be significantly cheaper online’. It says that this wording ‘is not neutral or factual and is in fact contestable’.
The coalition suggests that the proposed text may damage trust and the vet-client relationship. It also warns that, in some cases, the wording may incite further abuse against veterinary professionals.
Rob Williams, BVA president, said: “Whilst it’s good to see that much of our informal feedback has been acted on by the CMA already, we’re still pressing the CMA to consider alternative wording for these posters and flyers. The negative language and stark design of the proposed client notice about medication and written prescriptions – particularly the overly simplistic message that ‘the same medicines may be significantly cheaper online’ – is not neutral or factual.
“We’re concerned it will undermine trust and damage the relationship between vets and our clients and, in some cases, fear it may even incite verbal abuse and unnecessary altercation in the consultation room. We’ve urged the CMA to reflect on the potential unintended consequences and to consider a more proportionate and balanced approach that is informative for clients but also fairer to vets.”
The veterinary groups’ response follows similar condemnation shared by the Federation of Independent Veterinary Practices (FIVP) in a press release last week.
The group, which represents the interests of independent practices across the country, described the wording as ‘poorly phrased’ and ‘potentially inflammatory’. It said that, if enforced, the poster could damage the viability of independent practices.
Rita Dingwall, FIVP chair, said: “Independent practices support transparency and informed choice, but information provided to pet owners must be fair, balanced and evidence based. The current wording risks damaging confidence in trusted local veterinary practices without explaining the wider context.
“Transparency should help clients make informed decisions, not encourage them to question the integrity of their veterinary team.”
Image © Pressmaster/Shutterstock.com
Companies marketing medicines for small pets exempt from authorisation must submit their annual return to the Veterinary Medicines Directorate (VMD) by 30 November 2026.
