Advertise non-medicinal veterinary products legally updated

14 January 2026

The Veterinary Medicines Directorate (VMD) has published revamped comprehensive guidance to help businesses understand the rules for advertising products used in, on or near animals that are not authorised veterinary medicines.

The guidance clarifies existing regulations under the Veterinary Medicines Regulations 2013 (as amended) and provides detailed, practical advice for manufacturers, retailers and advertisers of products including feeds, supplements, topical hygiene products, bedding and behavioural products.

No change to the law

The VMD emphasises that the law has not changed. The new guidance has been developed in response to queries from stakeholders and addresses common issues the regulator has identified in how businesses interpret existing rules around making medicinal claims for non-medicinal products. In the last year the VMD received well over 400 reports to their enforcement team relating to unauthorised medicinal claims.

Who the guidance is for

Anyone who makes, advertises, sells or supplies products intended for use in, on or near animals in the UK must follow these rules. This includes businesses working with:

• Feeds and supplements
• Topical hygiene products
• Bedding and housing products
• Behavioural products (calmers)

What the guidance covers

The guidance explains:

• 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 Veterinary Medicines Directorate, 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.

Key principles

Non-medicinal veterinary products may only be presented for maintaining health in healthy animals. They cannot be advertised with claims to:

• Treat or prevent disease
• Restore, correct or modify physiological functions
• Have medicinal properties or effects

The guidance includes practical examples of permitted and prohibited claims, and covers all forms of advertising including product names, packaging, websites, social media and testimonials.

Find out more

Read the full guidance: Advertising non-medicinal veterinary products – GOV.UK

For queries about the guidance, contact: postmaster@vmd.gov.uk

Notes

1. The Veterinary Medicines Directorate is an executive agency of the Department for Environment, Food and Rural Affairs. The VMD protects animal health, public health and the environment by assuring the safety, quality and efficacy of veterinary medicines.
2. The Veterinary Medicines Regulations 2013 (as amended) govern the authorisation, manufacture, distribution, sale, supply and use of veterinary medicines in the UK.
3. This guidance does not change the law. It provides detailed interpretation of existing regulations in response to stakeholder queries and common compliance issues.

source: GOV