Human Medicines Regulations 2012

Part 14 applies to anyone advertising medicines to the UK public, including:

• Pharmaceutical companies and pharmacies
• Online health retailers
• Advertisers and platforms carrying medicine ads

It is primary law, enforced by the MHRA, and provides the legal basis for the Blue Guide and the CAP Code medicines rules. The ASA frequently cites it when ruling on prescription-medicine advertising.

The core legal prohibitions:

• No advertising prescription-only medicines to the public.
• Controls on OTC medicine advertising — what can and can't be claimed.
• No misleading claims about a medicine's effects.
• Alignment with the product licence.

Typical failings:

• Promoting POM weight-loss jabs — the most common recent pattern.
• Ads that funnel the public toward prescription medicines by name.
• Overstated claims for over-the-counter products.

Is it illegal to advertise prescription medicines to the public?
Yes. Part 14 of the Human Medicines Regulations 2012 prohibits advertising prescription-only medicines to the public.

How does this relate to the Blue Guide?
The regulations are the statutory basis; the Blue Guide is the MHRA's practical guidance built on them.

Can over-the-counter medicines be advertised?
Yes, but subject to controls on what can be claimed and alignment with the product licence.

Why are weight-loss jab ads a focus?
Products like Wegovy and Mounjaro are prescription-only, so promoting them to the public breaches the Part 14 ban.