As with any industry, marketing animal health products is a key factor in spreading information about their use, as well as promoting sales. All advertising is subject to the rules of the Advertising Standards Authority, but as with human pharmaceuticals animal medicines promotions are regulated. There are special requirements in the Veterinary Medicines Regulations, and an additional industry Code of Practicewhich is obligatory on all NOAH members and has also been endorsed by several non-member companies.

The Code of Practice was established as a form of self-regulation by the animal health industry in matters relating to product promotion. The Code of Practice Committee is actually older than NOAH itself, dating back to 1974 when NOAH was the Animal Health Register of Association of the British Pharmaceutical Industry and the code was called the Veterinary Code of Practice.