VMD advises caution over health claims for tick prevention products promoted on social media
Advertising may not always be accurate, evidence-based or appropriate for individual animals.
The Veterinary Medicines Directorate (VMD) is encouraging pet owners to take caution before purchasing or using tick prevention products promoted on social media.
The advice follows the publication of a study in Veterinary Record that examined the most-engaged English-language TikTok videos about tick prevention for cats and dogs.
The research found that while tick prevention videos received high engagement on the social media platform, the content was largely influencer driven, with limited involvement from veterinary professionals.
Results showed that the most common content promoted and demonstrated use of natural or holistic tick prevention methods, and videos promoting natural or non-prescription approaches received higher total engagement compared to other types of content.
The study also found that references to perceived safety frequently appeared alongside natural ingredients or holistic themes but were rarely accompanied by evidence or cautionary information.
Social media can be a useful source of information for pet owners, but advice shared online may not always be accurate, evidence-based or appropriate for individual animals.
Ticks can transmit diseases to animals and people, making effective prevention an important part of pet healthcare.
When in doubt, the VMD encourages owners to discuss suitable tick prevention options with their vet or qualified medicines supplier and to be cautious of health claims made by social media influencers or online sellers before considering use of the product.
What pet owners should look out for
When viewing pet health advice on social media, you should:
- be cautious of products claiming to prevent or treat disease without supporting evidence
- be aware that “natural” or “herbal” does not automatically mean a product is safe or effective
- seek professional advice before administering any product to your pet if you are unsure
- only use approved veterinary medicines and as advised by your vet or registered professional
For companies and individuals promoting non-medicinal products such as ‘herbal’ or ‘natural’ treatments further information on what you can and cannot claim can be found in our guidance on Advertising non-medicinal veterinary products.
Andy Parker, Head of VMD Enforcement, said:
We are aware that, herbal and natural products are often marketed on social media channels with claims implying a benefit to health and wellbeing.
We encourage pet owners to talk to a registered qualified professional – such as a vet, pharmacist or qualified professionals working in a pet shop – about flea and tick treatments and natural alternatives when in doubt, and be wary of claims made on social media.
The VMD ensures through rigorous assessment that all authorised veterinary medicines are of a high quality, are safe and that they work. This is something we are unable to ensure for products that have not been through this assessment process.
Products marketed as ‘natural’ are still subject to the same advertising rules governing non-medicinal veterinary products. Anyone selling or promoting these products needs to be aware of what you can and cannot claim, you could be subject to enforcement action if you make medicinal claims for an unlicensed product.
Reporting suspicious products and companies
If you encounter suspicious veterinary medicines, non-medicinal veterinary products, or retailers, please also report them to the VMD Enforcement Team, using the online reporting form. You can also submit anonymously by selecting the anonymous option.
Using authorised medicines
For pet owners who do use authorised flea and tick spot-on treatments, the VMD’s Be Spot-On Aware campaign provides simple guidance on how to use them correctly to protect your pet and reduce any impact on local waterways.
Full guidance and free downloadable resources for pet owners, vets and retailers are available at Be Spot On Aware campaign.
Notes to editors:
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