Introduction

Advertising is one of the most important means of promoting the benefits of self-medication to both consumers and professionals. To help ensure that this advertising is responsible, PAGB publishes the PAGB Medicines Advertising Codes. The codes are the primary means of self-regulatory control for OTC medicines advertising and outline a set of principles with which member companies are required to comply. The principles reflect the law, explain the interpretation of the law and go beyond the legal requirements. In operating the PAGB Medicines Advertising Codes, PAGB is seeking to ensure that the United Kingdom OTC medicines industry continues to maintain the highest standards of promotion.

PAGB operates a pre-publication approval system for member companies' consumer advertising. This system has been operating since PAGB was first set up, in 1919. It is a condition of membership that all advertising, aimed at consumers, must be submitted to PAGB for approval prior to the first occasion on which the public see the advertisement. It is member companies' responsibility to seek fresh approvals when this is necessary.

The main purpose of PAGB pre-publication approval is to help ensure that advertising complies with all applicable codes and laws. Whilst PAGB's approval system is intended to assist member companies in discharging this responsibility, this responsibility rests with those companies.

PAGB does not operate a system of pre-publication approval for advertising that is aimed at persons qualified to prescribe and supply. The PAGB Professional Code operates through consideration of post-event complaints. It is a condition of PAGB membership that companies ensure that all OTC medicines advertising aimed at persons qualified to prescribe or supply and those that work for such persons comply with the relevant sections of the PAGB Professional Code in both the letter and the spirit. Companies must also ensure that all such advertising complies with the law.

Other advertising services include:

• Guidance on specific issues e.g. Consumer Promotions and PR Guidelines
• Telephone, email and face to face advice
• Monthly medicines advertising workshops
• Twice yearly food supplement advertising workshops
• Approval system for advertising aimed at consumers (It is a condition of membership that all advertising aimed at consumers is PAGB approved before it is released into the public domain.)
• A complaint system for advertising aimed at professionals
• On-going liaison with the other organisations involved in the regulation and self-regulation of medicines advertising e.g. Broadcast Advertising Clearance Centre, Independent Television Commission, Radio Advertising Clearance Centre, Ofcom, Medicines and Healthcare products Regulatory Agency, Committee on Advertising Practice and Advertising Standards Authority
• Updating members on key developments in control of medicines advertising.