The Blue Guide, Advertising and promotion of medicines in the UK, provides comprehensive guidance on the MHRA’s interpretation of the legal requirements for advertising medicines in the UK and how such advertising is regulated. It was first published in 1999 to explain the practical impact of the law and clarify its interpretation where necessary.
The Third Edition was published in August 2012. It reflects changes to the law relating to advertising of medicines, particularly following the consolidation of most medicines legislation in the Human Medicines Regulations 2012. It also includes updated guidance in a number of areas of concern, most notably providing information about unlicensed medicines or before the grant of an MA in section 4.2. There are new requirements for abbreviated advertisements and other changes to facilitate the use of online resources in chapter 6 and more information about digital communications. Information on making available non-promotional material for the public on prescription only medicines has been collected and extended into a single new chapter 7 and additional background information on the licensing system can be found in chapter 1. A number of guides covering specific areas are included as appendices. These are designed to provide detailed advice on the legislation relating to a particular topic, for example advertising of traditional herbal medicines, in an easily accessible form.
The guide is available below alternatively you can download a pdf version here (630Kb)
2.2 When to complain
4.6 Keeping records
5.6 Advice on claims
6.9 Promotional aids
6.12 Professional samples
10. Self regulation
Annex 1: European directives
Appendix 2: Homeopathic medicines: guidance on advertising
Appendix 7: Disease awareness campaign guidelines