Guidance

Placing non-medicinal veterinary products on the market - use of specific words and phrases

List of words and phrases that will cause a veterinary product to be medicinal by presentation either through use or contextual use.

From:
Veterinary Medicines Directorate
Published:Published
14 January 2026
Last updated:
25 September 2026 — See all updates

This is part of a collection of guidance which should be read in association with Advertising[new non-medicinal veterinary products.guidance]

The following words and phrases maywill cause a product to be medicinal by presentation either through use or contextual use. This list is not exhaustive so should be used as a guide. There may be further words or phrases that would constitute a medicinal meaning, if so then these would also not be allowed to be used.

For an understanding of why a particular word or phrase may be considered medicinal please refer to the notes within this table.

Terminology Notes
Allergy ClaimsNon-medicinal toproducts treat,may curenot be presented for any effect on allergies, their causes or preventsymptoms
AllergenUnless allergiesthe shouldproduct is for application as a binder to bedding and housing, reference to allergens will cause a product to be avoidedconsidered medicinal by presentation
Analgesic Any product presented as an analgesic mayor beany consideredform aof medicinepain relief is medicinal
Antacid Any product presented as an antacid or as containing substances with that purpose or effect mayis bemedicinal. consideredClaims afor medicineany effect of the pH of the digestive system are medicinal
Anthelmintic Any product presented for effect on internal parasites mayis be considered a medicinemedicinal.
Anti-allergy See “allergy”
Anti-bacterial Only permitted for products used topically for hygiene purposes
Antibiotic Any product presented as an antibiotic, or as having an antibiotic effect or purpose mayis bemedicinal consideredby a medicinepresentation
Antibodies AThe productsupplementation presentedof forantibodies has no valid purpose beyond the supplementationprevention of antibodiesdisease toand preventis diseasetherefore maymedicinal. beIf consideredthe aproduct medicineis supplementing antibodies, it is medicinal by function
Anti-coagulant Any product presented as having an effect in modifying the clotting process may be considered a medicine
Anti-fungal Only permittedPermitted for products used topically for hygiene purposes
Anti-inflammatory Any product presented as having the purpose or effect of an anti-inflammatory mayis bemedicinal consideredby a medicinepresentation
Anti-microbial Any product presented as an “anti-microbial” mayis bemedicinal consideredby a medicinepresentation
Anti-protozoal Any product presented as an “anti-protozoal” mayis bemedicinal consideredby a medicinepresentation
Anti-pyrotic Any product presented as “anti-pyrotic” mayor beas consideredhaving aan medicineeffect in treating burns is medicinal by presentation
Anti-pruritic AnyWhile topical products can be presented for soothing itchy skin, any product presented as an “anti-pruritic” mayis bemedicinal consideredby a medicinepresentation
Anti-septic Only permittedPermitted for products used topically for hygiene purposes
Anti-spasmodic Any product presented as an anti-spasmodic mayis bemedicinal consideredby a medicinepresentation
Anti-viral Only permittedPermitted for products used topically for hygiene purposes
Bactericide Any product presented as a bactericide mayis bemedicinal consideredby presentation
BalancesWhen used in reference to a medicinephysiological function or state of health it constitutes a medicinal claim
BoostWhen used in reference to a physiological function or state of health it constitutes a medicinal claim
BurnsSee anti-pyrotic
Bute “Bute” may be considered an abbreviation for phenylbutazone. Phenylbutazone is a NSAID drug. Reference to Bute must be further qualified by brackets stating, “This is not Phenylbutazone”. Any comparison between “Bute” and the medicinal effects of phenylbutazone or suggestion that a product may be a substitute or replacement constitutes a medicinal claim
Chondroprotective AnyMedicinal productby presentedpresentation. asProtection being chondroprotective may be considered a medicineclaim
Controls ClaimsAny toproduct treat,presented curefor orhaving preventa by controlling theeffect effectson of a diseasedisease, its symptoms, or itsany symptomsphysiological mayfunction beof consideredan aanimal is medicinal claimby presentation
CureCoughs Any product presented any effect on coughing is medicinal by presentation
CuresAny product presented as a “cure” for a disease or its symptoms mayis be considered a medicinemedicinal
Diarrhoea ClaimsMedicinal by presentation. Digestive disorder symptom. Whether this is referred to treat,specifically cureor by euphemism such as “upset tummy” or prevent“the diarrhoeasquits”, shouldreferences beto avoideddigestive disorders are medicinal
Debridement/Debride ClaimsDebridement tois treat,the cureremoval of dead or preventinfected diseaseskin bytissue. debridementClaims mayfor bethis consideredeffect aor purpose are medicinal claimby presentation
Demulcent AnyA productdemulcent presentedis asmeant ato demulcentrelieve maythe beirritation consideredof athe medicineinflamed mucous membrane
Dose / Dosage AMedicinal by Presentation. This is a medicinal term of measure and usemay only be used in the direction of thisan termauthorised shouldveterinary bemedicine avoidedor a registered biocide required to state its directions in “dosage”
ExpectorantDiscomfort AnyMedicinal productby presentedprestation. Misused as a euphemism for pain
EaseMedicinal by presentation when used in reference to an expectorantimplied maydisease beor consideredsymptom. aTreatment medicineclaim
FungicideElixir Any product presented as aan fungicideelixir mayis bemedicinal consideredby presentation
Eradicate / EliminateMedicinal by Presentation when used in reference to an existing parasite infestation, such as“eradicates fleas on your dog”, or a medicinedisease, its symptoms and cause
HealsExpectorant Expectorants are medicines use to clear mucus from airways. Any product presented as modifyingan theexpectorant, healingor processas mayhaving besuch consideredeffects ais medicinemedicinal by presentation
HepatoprotectiveFungicide Any product presented as beinga hepatoprotectivefungicide is medicinal by presentation
HealsNon-medicinal products may not be consideredpresented afor medicineany form of healing effect or purpose. Modification of the healing process is strictly medicinal
HepatoprotectiveMedicinal by presentation. Protection claim
Hot Spots Claims“Hot toSpots” treat,are curelocalised orinflammation, preventtherefore any claim for effect on hot spots shouldis bemedicinal avoidedby presentation
Improve(s) AnyWhen productused presentedin reference to improvea physiological function or state of health mayit constitutes a medicinal claim
Immunoglobulin ProteinsAny reference to the effects of these substances in egg or colostrum material included in a product constitutes a medicinal claim. Unless the product is whole colostrum for newborns the supplementation of Immunoglobulin Proteins, will cause the product to be considered amedicinal medicineby function
Infections Any product presented for the treatment or prevention of infections mayis bemedicinal consideredby a medicinepresentation
Internal Parasites Only authorised veterinary medicines may be presented for any effect or purpose against internal parasites
Laxative Any product presented as a laxative, or as having the effect of a laxative mayis bemedicinal consideredby a medicinepresentation
Mallenders / SallendersLinctus Any product presented foras thea treatmentlinctus oris preventionmedicinal ofby mallenderspresentation
Mallenders/SallendersMedicinal orby sallenderspresentation. mayHyperkeratosis be considered a medicinesymptoms
Mucolytic AnyMucolytics productreduce presentedthe asviscosity aof mucolytic,mucus orin the lungs and are often used in conjunction with expectorants. Any product presented as having a mucolytic effect mayor bepurpose consideredis amedicinal medicineby presentation
Mud Fever (Pastern Dermatitis) ClaimsMedicinal toby treat,presentation. cureSkin infection
Noise phobiasThis includes claims for fear caused by fireworks, or preventother mudsources feverof shouldloud benoise, avoidedresulting in pathological distress. Such claims are medicinal by presentation
Oxidative Damage ClaimsWhile a product may be presented with, “contains anti-oxidants to treat,help cure“mop orup” / neutralise free radicals”. Claims to prevent harm caused by Free Radicals or oxidative damagedamage/stress shouldare bemedicinal avoidedby presentation
Pesticide Any productpesticide presentedapplied asto aan pesticideanimal maymust be consideredauthorised as a veterinary medicine before being placed on the UK market. Any product presented as a “pesticide” is medicinal by presentation
PreventsPill AnyA productsolid presenteddosage asform aof preventativemedication. forA tablet with a diseasemedicinal orcontent and/or purpose
PreventsWhen used in relation to a disease, its symptomseffect, mayor besymptoms, consideredthis constitutes a medicinemedicinal claim
Promotes AnyThis productconstitutes presenteda modification medicinal claim when used in reference to promotea health maystate beor consideredphysiological afunction, medicinesuch as Promotes gut health
Prone to ‘condition/symptom’ GenerallyThis consideredphrase ais medicinalgenerally claimconsidered butto may be acceptable as an indication thatfor use ofin an animal with a view to addressing the productreferenced willcondition, noteither adverselyby affectprevention aor healthycausal animaltreatment and is therefore medicinal. Prone to Laminitis / Gastric Ulcers exceptions
Protects Any presentation of a product presentedas toproviding protectprotection against a disease or harm is medicinal. Repellents may be consideredpresented as providing protection against insects not already on an animal. Products that form a medicinephysical barrier, such as spray on dressings, water repellent creams, may be presented as providing protection from the environment
Relieve/Relief AnyGeneral productclaims presentedfor torelief offerand claims for relief from a diseasedisease, mayits besymptoms consideredor acauses medicineare medicinal by presentation
Remedy Any product presented as a remedy“remedy” is considered medicinal by presentation unless its purpose is explicitly not for diseaseeffect on an animal
RepairsNon-medicinal products may not be consideredpresented for repairing anything. This constitutes a medicinerestoration/correction medicinal claim
Sarcoids Medicinal by Presentation. Tumours
SweetSeasonal ItchConditions/Irritations ClaimsMedicinal toby treat,presentation. cureEuphemism orfor preventallergies
Separation sweetAnxietyMedicinal itchby shouldPresentation. bePsychological avoidedbehavioural disorder
TherapeuticSoresMedicinal /by TherapyPresentation. Disease symptom
StrengthensThis constitutes a modification medicinal claim when used in reference to a health state or physiological function (See “boost”)
Sweet ItchMedicinal by Presentation. Midge allergy dermatitis
Therapeutic/TherapyAny product presented as a “therapy” for use in or on animals mayis bemedicinal consideredby a medicinepresentation
Treat / Treatment Any product presented for treating a disease, its symptoms or causes mayis medicinal by presentation. Likewise, any product presented as general “treatment” will be considered amedicinal medicineby presentation
Wounds ClaimsProducts presented for more than the purpose of cleaning “minor wounds”, “minor cuts”, “minor abrasions”, or “superficial tissue damage” are acceptablemedicinal by presentation
Worms / Worming / Dewormer, etc SeeAny “anthelmintic”

Updatesclaim tofor thisaction, page

Publishedeffect 14or Januaryresults 2026
Lastrelating updatedto 25internal Septemberparasites 2026 —is Showconsidered allmedicinal updates

  1. ReinstatedThis terms;includes Antibodies,oblique Dosereferences /to Dosage,internal Proneparasites tosuch 'conditionas /calling symptom',them and“unwanted Remedy.

Updates to this page

Published 14 January 2026

First published.

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