Collection

Rules and explainers around advertising non-medicinal veterinary products

Rules for advertising, presenting and packaging products used in, on or near animals that are not licensed veterinary medicines.

From:
Veterinary Medicines Directorate
Published
14 January 2026

This guidance collection details the rules to follow if you make, advertise, sell or supply products intended for use in, on, or near, animals in the UK.

This includes products such as:

  • feeds and supplements
  • topical hygiene products
  • bedding and housing products
  • behavioural products (calmers)

Even if you think your product is not a medicine, you must read and follow this guidance before advertising, selling or supplying it in the UK.

You will find explainers and guidance on:

  • What counts as a veterinary medicine; outlining how a veterinary medicine is defined
  • Understanding ‘medicinal by presentation’; breaking down how this definition affects the presentation of products
  • Understanding ‘medicinal by function’; explaining how what is in a product can make it a medicine
  • What you can claim for non-medicinal products; outlining what does, and does not, count as a health maintenance claim
  • What counts as advertising; examples of the different content and material that is considered advertising
  • Types of medicinal claims you must avoid; a deeper look at medicinal claims, with examples, pitfalls, and practices that do not provide exemptions
  • Rules for testimonials and reviews; breaking down how 3rd party material is affected and when it counts as advertising
  • Providing educational materials; how to not make medicinal claims when providing information and advice
  • Rules for importing products; things to be aware of when importing products from outside the UK
  • Rules for specific product types; guidance specific to feeds/supplements, hygiene, repellents and bedding and housing products.
  • Further help; links and directions to guidance on veterinary medicines and who to contact for guidance on feeds and biocides regulation requirements

Associated guidance for Non-medicinal veterinary products

Updates to this page

Published 14 January 2026
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