PAGB Codes & Guidance


Training to support your teams

Our workshops are essential for anyone working on consumer healthcare advertising. Understand how to apply the advertising codes to your campaigns – perfect for new starters, movers and anyone looking for a refresher on the advertising codes.

OTC Medicines advertising workshop

Medical Devices Consumer Code Workshop

Food supplements advertising and regulatory workshops

About PAGB Codes and guidance

In order to support its members in complying with the legal requirements for OTC medicines, food supplements and medical devices, PAGB publishes both formal codes of practice and supplementary guidance documents.

All PAGB codes and guidance reflect the law and, in some areas, they go beyond the law to provide a further interpretation. It is a condition of membership that companies comply with relevant codes and guidance in both the letter and the spirit.

GLOSSARY: What’s the difference between a code, a guideline, guidance and advice?

PAGB operates a pre-publication approval system for member companies’ consumer advertising. It is a condition of membership that all advertising aimed at consumers must be submitted to PAGB for screening and PAGB approval has been given prior to its release into the public domain.

Whilst member companies are legally responsible for their advertising, the pre-publication approval system aims to help members ensure that their consumer advertising complies with the legal and self-regulatory requirements and that the messages portrayed are legal, decent, truthful, balanced, and responsible.

PAGB offers advice on advertising that is aimed at health care professionals but does not operate a system of pre-publication approval for such materials.

In addition to the PAGB codes and guidance below, the Medicines and Healthcare products Regulatory Agency, MHRA, also provides detailed guidance on:

Medical Devices – how do I know if my product is within scope of PAGB membership?

For medical device products to be within scope of PAGB membership they must;

For more information on which devices fall into scope of PAGB membership please contact

PAGB Pack design service

PAGB pre-vets changes to pack design and layout, as part of MHRA’s expedited P3 assessment procedure for medicinal products. These submissions are assessed within 30 days of MHRA validation instead of 90.

The service is free to PAGB members and has a fixed cost of £100 + VAT at 20% per submission for non-members


Additional advertising guidance and advice

PAGB’s Codes of Practice for the Advertising of OTC Medicines and Medical Devices are available for anyone to view and download above. PAGB provides additional advertising guidance and materials for members to explain particular areas of the Codes, and to support members on topics including top parity claims; social media; the use of influencers; commercial promotions; specific guidance for advertising related to food supplements; and much more.

This additional guidance is available to access on this page when logged-in to the site via the members’ area. Registration for the site is for PAGB members and associate members only. 

Not in membership? Contact to find out more about joining PAGB, the consumer healthcare association. More about membership and eligibility here.

Advertising advice

About the PAGB process