Updated weekly ・ last 2026-10-03JAEN
Pharma Promotion / United Kingdom

Promotion of prescription medicines — United Kingdom

Regulator: MHRA・PMCPA ／ Main law: Human Medicines Regulations 2012・ABPI Code

The basics (source-verified)

Pre-review & approval

The MHRA has statutory powers to require companies to submit advertising material for pre-publication vetting, has committed as a matter of policy to vet initial advertising for all new active substances, and applies vetting for a period that is normally one to three months and normally no longer than six months.

Source: MHRA, The Blue Guide: Advertising and Promotion of Medicines in the UK, Third Edition, chapter 8.2（checked 2026-09-23）

Promotion to HCPs

An advertisement wholly or mainly directed at persons qualified to prescribe or supply must contain the particulars in paragraphs 1 to 8 of Schedule 30, namely the marketing authorisation number, the holder's name and address, the legal classification, the product name, the active ingredients by common name, indications consistent with the authorisation, the relevant SmPC entries and the cost excluding VAT.

Source: Human Medicines Regulations 2012 (SI 2012/1916), regulation 294（checked 2026-09-23）

Direct-to-consumer

A person may not publish an advertisement that is likely to lead to the use of a prescription only medicine.

Source: Human Medicines Regulations 2012 (SI 2012/1916), regulation 284（checked 2026-09-23）

Digital & social media

The prohibition on advertising prescription only medicines to the public applies to social networks such as Facebook and Twitter in the same way as to traditional media, and prescription medicines must not be named in posts linked to the services being provided.

Source: MHRA, The Blue Guide, Appendix 6: Advertising of medicines - guidance for providers offering medicinal treatment services, section 6（checked 2026-09-23）

Efficacy claims

An advertisement for a medicinal product with a UK marketing authorisation must comply with the particulars listed in the summary of product characteristics, must encourage rational use by presenting the product objectively without exaggerating its properties, and must not be misleading.

Source: Human Medicines Regulations 2012 (SI 2012/1916), regulation 280（checked 2026-09-23）

Safety information

An advertisement directed at persons qualified to prescribe or supply must include the entries, or a succinct statement of the entries, in the summary of product characteristics relating to adverse reactions, precautions, contra-indications, dosage and method of administration.

Source: Human Medicines Regulations 2012 (SI 2012/1916), Schedule 30, paragraph 7（checked 2026-09-23）

Comparative claims

In advertising to the general public, comparative claims against another named product such as 'works faster than XXX' are prohibited, although a category claim such as 'works faster than standard tablets' is permitted if supported by evidence.

Source: MHRA, The Blue Guide: Advertising and Promotion of Medicines in the UK, Third Edition, chapter 5.6（checked 2026-09-23）

Enforcement & penalties

A person guilty of an offence under the advertising provisions is liable on summary conviction to a fine not exceeding the statutory maximum, or on conviction on indictment to a fine, to imprisonment for a term not exceeding two years, or to both.

Source: Human Medicines Regulations 2012 (SI 2012/1916), Part 14, regulation 303（checked 2026-09-23）

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