PAGB Codes & Guidance

Hero Image

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, MHRA also provides detailed guidance on:

PAGB also produces guidelines* and guidance* related to OTC medicines, OTC medical devices and food supplements:


About the PAGB process