The following extract is taken from the Medicines Control Agency - Guidance Note 23 - "Advertising and Promotion of Medicines in the UK" and is reproduced with the permission of the Medicines Control Agency.
2.2 Advertising on the Internet
The definition of an advertisement under the Advertising Regulations incorporates that given under section 92 of the Act, which is very broad and encompasses the Internet. In questions relating to the advertising and promotion of medicines a consistent approach should be taken to all media. The requirements and restrictions which apply to advertising directed at either the general public or to health professionals apply equally to material posted on the Internet.
A journal which is published or posted on the Internet and which is expressly stated to be for health professionals is considered to be directed at persons qualified to prescribe or supply medicines and the advertising contained within the journal should comply with Part IV of the Advertising Regulations. Each page of an advertisement for prescription only medicines (POM) should be clearly labelled as intended for health professionals.
Open access web sites of marketing authorisation (MA) holders can contain only approved SPC's, European public assessment reports (EPARS) and patient information leaflets (PILs) for POMs as it is considered that these sites have not been set up solely for health professionals.
There is ongoing debate in Europe on the acceptability of the Internet advertising of medicines. Therefore, until this is concluded, the MCA considers that advertisements for POMs are acceptable only on web sites whose nature and content is directed at health professionals.
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To obtain a printed copy of the Medicines Control Agency Advertising and Promotions of Medicines in the UK, Guidance Note No. 23:
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