27 June 2011

The National Office of Animal Health (NOAH) has tightened its code of practice in response to political pressure, after the government allowed drug manufacturers to continue marketing their antimicrobial medicines direct to farmers last year.image expired

The Code of Practice for the Promotion of Animal Medicines was first established in 1974; the latest edition includes a number of changes that will come into effect on 1 July 2011. These include changes in the way medicines are promoted, with a strict emphasis placed on correct use and education.

Under the new guidelines, advertisers will be required to describe the condition that the product aims to treat and promote an understanding of the treatment. Furthermore, the voluntary strap line “Use medicines responsibly,” which was introduced in 2009 will become mandatory and farmers will henceforth always be reminded to consult their vet.

Further changes include ensuring that an advertisement always states the company name and brand being promoted, and that it does not disguise the medicine’s real nature. Withdrawal periods for products will be stated but these must not be unduly prominent and not in a font size greater than the body copy containing recommended dosage and species description.

The tighter rules were proposed by NOAH as part of a formal response to the Veterinary Medicines Directorate's (VMD) consultation on the Veterinary Medicines Regulation 2010. Although NOAH opposed overtures in December to ban advertising medicines directly to farmers, it promised stricter rules on advertising to counteract overuse of certain products, which many fear could lead to increased antimicrobial resistance.

NOAH Chief Executive Phil Sketchley commented, "We believe it is important for farmers, who are legally responsible for the health and welfare of their animals and the food produced from them, to be aware of the medicines that are available to protect the health of their animals, and at the same time, we want them to know that these medicines must be prescribed and used responsibly.

"The issue of antimicrobial resistance is one that affects us all. The way to promote best practice is through education by maintaining all lines of communication between farmers, vets, scientists and animal medicine producers. Antibiotics are essential for maintaining the health and welfare of all animals but, like any medicine, they need to be used responsibly in order to maintain their effectiveness and their availability for future generations."