The VMD today sent out an announcement with an attached letter stating that it intends to ban the advertising of antibacterials to professional keepers of animals in the next round of updates to the veterinary medicines regulations. So basically that means the likes of advertising intramammary products, or antibacterials for treating pneumonia or lameness, to farmers. The change is driven by the European Commission and concerns about the development of antibacterial resistance. The text of the announcement is below, together with the letter that was sent out, and a link to a questions and answers document.

There's a new thread about antibacterial resistance here.

The letter also refers to a decision to ban the advertising of POM(V)s to keepers of horses; so not just antibacterials, but all POM(V)s.

vmd_11thOct_2012.doc

Please find attached a letter concerning the Veterinary Medicines Regulations – Changes to Advertising Rules

The letter informs stakeholders, that in response to discussions with the European Commission, the UK are going to ban advertising of antimicrobial products to professional keepers of animals. The ban will take effect as part of the 2013 Veterinary Medicines Regulations revision process.

A Questions and Answers document has been prepared to support the letter and is available on the VMD website on the following link: http://www.vmd.defra.gov.uk/pdf/vmr_QandA1012.pdf


The advertising of all POM(V)s to consumers generally is already banned (by anybody including by vets). The VMD has defined farmers historically as professional keepers of animals in order to preserve what was the "Pharmacy and Merchants List" products (what became in the Veterinary Medicines Regulations 2005 the POM(VPS) category) as under European law these products, going primarily into food producing animals, have to be "Prescription Only."

Interestingly the advertising of non-antibacterial POM(V)s to farmers is continuing to be permitted at the present time.