Jurisdiction(s):
United Kingdom

Related legal acts

Key definition

Advertising definition

What does Advertising mean? Advertising, in legal practice, describes any communication by a trader intended to promote the supply or transfer of products (goods, services, digital content). Across England & Wales, Scotland and Northern Ireland, legislation implementing the EU regime on misleading and comparative advertising (notably the Business Protection from Misleading Marketing Regulations 2008) defines advertising broadly as any form of representation made in connection with a trade, business, craft or profession to promote the supply of goods or services, including immovable property, rights and obligations. In Ireland, equivalent implementing measures adopt a materially similar definition; usage is broadly consistent across the...

Medicinal product advertising and promotion: UK and EU law, industry codes, social media, HCP interactions and transparency obligations

Published by a LexisNexis Life Sciences expert

Practice notes

This Practice Note outlines and explores the overarching principles that govern the Advertising and promotion of medicinal products, together with the associated Rules on how the pharmaceutical industry engages with healthcare professionals (HCPs).

Introduction to the advertising and promotion of medicinal products

To safeguard public health, the advertising and promotion of medicinal products is subject to strict regulation and close oversight. The general rules for advertising and promoting medicinal products are:

it is forbidden to advertise any medicinal product that does not hold a Marketing Authorisation (MA)
promotion of an authorised medicinal product must align with the particulars in the summary of product characteristics (SmPC) linked to the MA
promotion of authorised medicinal products must not mislead and should foster the rational use of the product, presenting information objectively and without overstating its properties
promoting prescription-only medicines (POMs) to non-HCPs, including patients or the wider public, is not permitted

Beyond the core rules set out above, related activities to the advertising and promotion of medicinal products, such as engagement between the pharmaceutical industry and HCPs or patient organisations, are regulated in a similar manner...

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Web page updated on 21/05/2026

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