Guidance
Placing non-medicinal veterinary products on the market - use of specific words and phrases
List of words and phrases that will cause a veterinary product to be medicinal by presentation either through use or contextual use.
This is part of a collection of guidance which should be read in association with Advertising non-medicinal veterinary products.
The following words and phrases will cause a product to be medicinal by presentation either through use or contextual use. This list is not exhaustive so should be used as a guide. There may be further words or phrases that would constitute a medicinal meaning, if so then these would also not be allowed to be used.
For an understanding of why a particular word or phrase may be considered medicinal please refer to the notes within this table.
| Terminology | Notes |
| Allergy | Non-medicinal products may not be presented for any effect on allergies, their causes or symptoms |
| Allergen | Unless the product is for application as a binder to bedding and housing, reference to allergens will cause a product to be considered medicinal by presentation |
| Analgesic | Any product presented as an analgesic or any form of pain relief is medicinal |
| Antacid | Any product presented as an antacid or as containing substances with that purpose or effect is medicinal. Claims for any effect of the pH of the digestive system are medicinal |
| Anthelmintic | Any product presented for effect on internal parasites is medicinal. |
| Anti-allergy | See “allergy” |
| Anti-bacterial | Only permitted for products used topically for hygiene purposes |
| Antibiotic | Any product presented as an antibiotic, or as having an antibiotic effect or purpose is medicinal by presentation |
| Antibodies | The supplementation of antibodies has no valid purpose beyond the prevention of disease and is therefore medicinal. If the product is supplementing antibodies, it is medicinal by function |
| Anti-coagulant | Any product presented as having an effect in modifying the clotting process |
| Anti-fungal | Only Permitted for products used topically for hygiene purposes |
| Anti-inflammatory | Any product presented as having the purpose or effect of an anti-inflammatory is medicinal by presentation |
| Anti-microbial | Any product presented as an “anti-microbial” is medicinal by presentation |
| Anti-protozoal | Any product presented as an “anti-protozoal” is medicinal by presentation |
| Anti-pyrotic | Any product presented as “anti-pyrotic” or as having an effect in treating burns is medicinal by presentation |
| Anti-pruritic | While topical products can be presented for soothing itchy skin, any product presented as an “anti-pruritic” is medicinal by presentation |
| Anti-septic | Only Permitted for products used topically for hygiene purposes |
| Anti-spasmodic | Any product presented as an anti-spasmodic is medicinal by presentation |
| Anti-viral | Only Permitted for products used topically for hygiene purposes |
| Bactericide | Any product presented as a bactericide is medicinal by presentation |
| Balances | When used in reference to a physiological function or state of health it constitutes a medicinal claim |
| Boost | When used in reference to a physiological function or state of health it constitutes a medicinal claim |
| Burns | See anti-pyrotic |
| Bute | “Bute” may be considered an abbreviation for phenylbutazone. Phenylbutazone is a NSAID drug. Reference to Bute must be further qualified by brackets stating, “This is not Phenylbutazone”. Any comparison between “Bute” and the medicinal effects of phenylbutazone or suggestion that a product may be a substitute or replacement constitutes a medicinal claim |
| Chondroprotective | Medicinal by presentation. Protection claim |
| Controls | Any product presented for having a controlling effect on a disease, its symptoms, or any physiological function of an animal is medicinal by presentation |
| Coughs | Any product presented any effect on coughing is medicinal by presentation |
| Cures | Any product presented as a “cure” for a disease or its symptoms is medicinal |
| Diarrhoea | Medicinal by presentation. Digestive disorder symptom. Whether this is referred to specifically or by euphemism such as “upset tummy” or “the squits”, references to digestive disorders are medicinal |
| Debridement/Debride | Debridement is the removal of dead or infected skin tissue. Claims for this effect or purpose are medicinal by presentation |
| Demulcent | A demulcent is meant to relieve the irritation of the inflamed mucous membrane |
| Dose / Dosage | Medicinal by Presentation. This is a medicinal term of measure and may only be used in the direction of an authorised veterinary medicine or a registered biocide required to state its directions in “dosage” |
| Discomfort | Medicinal by prestation. Misused as a euphemism for pain |
| Ease | Medicinal by presentation when used in reference to an implied disease or symptom. Treatment claim |
| Elixir | Any product presented as an elixir is medicinal by presentation |
| Eradicate / Eliminate | Medicinal by Presentation when used in reference to an existing parasite infestation, such as“eradicates fleas on your dog”, or a disease, its symptoms and cause |
| Expectorant | Expectorants are medicines use to clear mucus from airways. Any product presented as an expectorant, or as having such effects is medicinal by presentation |
| Fungicide | Any product presented as a fungicide is medicinal by presentation |
| Heals | Non-medicinal products may not be presented for any form of healing effect or purpose. Modification of the healing process is strictly medicinal |
| Hepatoprotective | Medicinal by presentation. Protection claim |
| Hot Spots | “Hot Spots” are localised inflammation, therefore any claim for effect on hot spots is medicinal by presentation |
| Improve(s) | When used in reference to a physiological function or state of health it constitutes a medicinal claim |
| Immunoglobulin Proteins | Any reference to the effects of these substances in egg or colostrum material included in a product constitutes a medicinal claim. Unless the product is whole colostrum for newborns the supplementation of Immunoglobulin Proteins, will cause the product to be considered medicinal by function |
| Infections | Any product presented for the treatment or prevention of infections is medicinal by presentation |
| Internal Parasites | Only authorised veterinary medicines may be presented for any effect or purpose against internal parasites |
| Laxative | Any product presented as a laxative, or as having the effect of a laxative is medicinal by presentation |
| Linctus | Any product presented as a linctus is medicinal by presentation |
| Mallenders/Sallenders | Medicinal by presentation. Hyperkeratosis symptoms |
| Mucolytic | Mucolytics reduce the viscosity of mucus in the lungs and are often used in conjunction with expectorants. Any product presented as having a mucolytic effect or purpose is medicinal by presentation |
| Mud Fever (Pastern Dermatitis) | Medicinal by presentation. Skin infection |
| Noise phobias | This includes claims for fear caused by fireworks, or other sources of loud noise, resulting in pathological distress. Such claims are medicinal by presentation |
| Oxidative Damage | While a product may be presented with, “contains anti-oxidants to help “mop up” / neutralise free radicals”. Claims to prevent harm caused by Free Radicals or oxidative damage/stress are medicinal by presentation |
| Pesticide | Any pesticide applied to an animal must be authorised as a veterinary medicine before being placed on the UK market. Any product presented as a “pesticide” is medicinal by presentation |
| Pill | A solid dosage form of medication. A tablet with a medicinal content and/or purpose |
| Prevents | When used in relation to a disease, its effect, or symptoms, this constitutes a medicinal claim |
| Promotes | This constitutes a modification medicinal claim when used in reference to a health state or physiological function, such as Promotes gut health |
| Prone to ‘condition/symptom’ | This phrase is generally considered to be an indication for use in an animal with a view to addressing the referenced condition, either by prevention or causal treatment and is therefore medicinal. Prone to Laminitis / Gastric Ulcers exceptions |
| Protects | Any presentation of a product as providing protection against a disease or harm is medicinal. Repellents may be presented as providing protection against insects not already on an animal. Products that form a physical barrier, such as spray on dressings, water repellent creams, may be presented as providing protection from the environment |
| Relieve/Relief | General claims for relief and claims for relief from a disease, its symptoms or causes are medicinal by presentation |
| Remedy | Any product presented as a “remedy” is considered medicinal by presentation unless its purpose is explicitly not for effect on an animal |
| Repairs | Non-medicinal products may not be presented for repairing anything. This constitutes a restoration/correction medicinal claim |
| Sarcoids | Medicinal by Presentation. Tumours |
| Seasonal Conditions/Irritations | Medicinal by presentation. Euphemism for allergies |
| Separation Anxiety | Medicinal by Presentation. Psychological behavioural disorder |
| Sores | Medicinal by Presentation. Disease symptom |
| Strengthens | This constitutes a modification medicinal claim when used in reference to a health state or physiological function (See “boost”) |
| Sweet Itch | Medicinal by Presentation. Midge allergy dermatitis |
| Therapeutic/Therapy | Any product presented as a “therapy” for use in or on animals is medicinal by presentation |
| Treat / Treatment | Any product presented for treating a disease, its symptoms or causes is medicinal by presentation. Likewise, any product presented as general “treatment” will be considered medicinal by presentation |
| Wounds | Products presented for more than the purpose of cleaning “minor wounds”, “minor cuts”, “minor abrasions”, or “superficial tissue damage” are medicinal by presentation |
| Worms / Worming / Dewormer, etc | Any claim for action, effect or results relating to internal parasites is considered medicinal by presentation. This includes oblique references to internal parasites such as calling them “unwanted visitors” |
Updates to this page
Published 14 January 2026