Voxly Vision
Does this apply to me?
The Blue Guide applies to anyone advertising or promoting medicines in the UK, including:
- Pharmaceutical companies and online pharmacies
- Healthcare advertisers and their agencies
- Platforms and partners promoting medicinal products
It is issued and enforced by the MHRA, and its principles are reflected in the CAP Code's medicines rules, so the ASA often applies Blue Guide thinking — including to landing pages and pop-ups, not just the ad itself.
Key rules
The central prohibitions:
- No promotion of unlicensed medicines.
- No advertising of prescription-only medicines (POMs) to the public.
- Claims must match the licence — no going beyond the authorised indications.
- The whole journey counts — landing pages, pop-ups and pre-order flows are treated as part of the advertising.
Common breaches
Where advertisers get caught:
- Promoting POMs to the public — especially weight-loss injections.
- Pushing unlicensed products before authorisation.
- Landing pages and pop-ups that name prescription medicines.
- Claims beyond the licensed indication.
How Voxly Vision checks an ad against this code
Every report shows an overall verdict, the rules at stake and a recommended fix. For medicines, Voxly Vision checks ads and landing pages for prescription-only products named to the public and claims beyond the licence.
Recent rulings
Pharmacy Online (Express Healthcare)
Upheld · 7 Oct 2026
Meta ads and a pre-order pop-up pushed the Wegovy tablet before it was licensed and promoted prescription-only jabs to the public.
Rules breached: 12.11 Unlicensed medicines, 12.12 Prescription-only medicines
Frequently asked questions
Can you advertise prescription medicines to the public?
No. Advertising prescription-only medicines to the public is prohibited under the Blue Guide and UK medicines law.
Does the Blue Guide cover landing pages?
Yes. The MHRA and ASA treat landing pages, pop-ups and pre-order flows as part of the advertising.
Can I promote a medicine before it's licensed?
No. Promoting unlicensed medicines is not permitted.
Who enforces the Blue Guide?
The MHRA, with the ASA applying its principles through the CAP Code.