# Blue Guide: advertising and promoting medicines

Source: https://www.keypedia.com/records/uk_mhra_guidance/uk-mhra/44e84ec0-ebf5-4e96-983b-1c5fafef8ed5
Type: Guidance
Published: December 18, 2014
Updated: March 28, 2025

> The Medicines and Healthcare products Regulatory Agency (MHRA) provides comprehensive guidance for pharmaceutical companies advertising or promoting medicines within the United Kingdom. This regulatory framework, primarily governed by the Human Medicines Regulations 2012, ensures that all promotional activities are accurate, balanced, and supported by clinical evidence. While this document serves as general guidance rather than a specific inspection report for a single company, it outlines the standards all marketing authorization holders must maintain to avoid enforcement actions. Key issues addressed include the prohibition of promoting unlicensed medicines and the requirement that advertisements remain consistent with the Summary of Product Characteristics. Common violations often involve overstating drug efficacy, omitting vital safety information, or failing to distinguish between information intended for healthcare professionals and the public. To ensure compliance, companies are required to implement rigorous internal review processes, provide comprehensive training for sales staff, and ensure all scientific claims are fully verifiable. Failure to adhere to these standards may result in the mandatory withdrawal of marketing materials or public corrective statements. This guidance is essential for protecting public health and maintaining high standards in pharmaceutical communication.

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## Content

Follow this guide if you are advertising or promoting a medicine in the UK.

## Attachments

- [Appendix 8 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d93f8fa8f5654458ee01/Appendix_8.pdf)
- [Blue Guide: advertising and promotion of medicines in the UK](https://assets.publishing.service.gov.uk/media/6012d7f2d3bf7f05b92f6cfc/BG_2020_Brexit_Final_version.pdf)
- [Appendix 1 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d82c8fa8f56545ea3d76/Appendix_1.pdf)
- [Appendix 2 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d881e90e07626914df1e/Appendix_2.pdf)
- [Appendix 3 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d892d3bf7f05c10b40f2/Appendix_3.pdf)
- [Appendix 4 - Blue Guide](https://assets.publishing.service.gov.uk/media/67e69e9e085277e9961b201b/Best_practice_guidance_on_the_sale_of_medicines_2025.pdf)
- [Appendix 5 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d8b7d3bf7f05bf0bec2e/Appendix_5.pdf)
- [Appendix 6 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d8c9d3bf7f05c2040b4e/Appendix_6.pdf)
- [Appendix 7 - Blue Guide](https://assets.publishing.service.gov.uk/media/6012d92c8fa8f56553673b3e/Appendix_7.pdf)
- [Blue Guide: advertising and promotion of medicines in the UK](/government/publications/blue-guide-advertising-and-promoting-medicines/blue-guide-advertising-and-promotion-of-medicines-in-the-uk)