Healthcare advertising in the UK is regulated by the Medicines and Healthcare products Regulatory Agency (MHRA) and follows the UK Code of Non-broadcast Advertising. Key points include:
- Over-the-Counter Medicines - The main medical products allowed to advertise directly to consumers in the UK. Includes analgesics, cough/cold remedies, allergy meds, vitamins, etc.
- Prescription Medicines - Cannot be marketed to the general public, only to healthcare professionals in medical settings. Strict standards for truthful, evidenced-based claims and risk disclosure.
- Medical Devices - Rules for advertising to the public and medical community. Cannot make misleading claims about device safety, performance, intended purpose.
- Health Services - Hospitals, clinics and private practices can advertise services but restricted from making superiority claims compared to competitors without proof.
- Alternative Therapies - Strict codes around advertising of unproven complementary/alternative therapies making big claims around curing disease, pain relief, weight loss, etc.
- Health Products - Supplements, aids, wellness products covered by general consumer protection laws against false health/medical claims.
Monitoring done by the MHRA and the Association of the British Pharmaceutical Industry. Code violations can warrant sanctions, fines, corrective actions.
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United Kingdom