We are writing to draw your attention to the attached important IOT policy ‘Best Practice Guidance on the Promotion and Advertising of Medicines’. This applies to all IOT Registrants, clinic staff, websites, social media accounts, marketing agencies, and any influencers acting on your behalf.
Regulators are actively monitoring online activity, and it is essential that we all comply with the legal and regulatory requirements outlined in this document.
Key points include:
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Prescription Only Medicines must not be advertised to the public under any circumstances, including naming products, showing packaging, imagery, pens/injectors, price lists, or implying that such medicines are provided.
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Public communications may focus on conditions, clinical services, and patient education, but any discussion referencing prescriptive treatments must be reserved for private consultations.
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OTC/GSL products may be promoted, but all claims must strictly follow MHRA, PAGB and CAP/ASA rules and remain within the product licence.
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Websites, social media and influencer content must be fully compliant. No public-facing POM references or indirect promotion should appear in posts, ads, landing pages, or imagery.
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In patient communications, you may describe services generically but must not reference POMs or imply access without a formal clinical assessment by an appropriate prescriber.
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Breaches may result in ASA/MHRA enforcement as well as IOT investigation.
Please take the time to review the full document carefully and follow the links to the associated regulatory documents, and ensure you are fully aligned.
