# Advertising and Promotion  following agreement of the Windsor Framework

Source: https://www.keypedia.com/records/uk_mhra_guidance/uk-mhra/f6876a50-d898-4e90-8e48-74dbc08d263d
Type: Guidance
Published: November 7, 2024
Updated: March 11, 2025

> Starting January 1, 2025, the UK Medicines and Healthcare products Regulatory Agency (MHRA) will implement new regulations for human medicines under the Windsor Framework. This guidance document outlines significant changes to how medicines are advertised and promoted across the United Kingdom. While the document does not target a specific company or report on individual inspection findings, it applies to all pharmaceutical companies authorized to market medicines in the UK. The primary objective is to transition to a unified UK-wide licensing system, ensuring consistent standards for medicinal communication. The regulatory framework governing these changes includes the Windsor Framework agreement and the existing MHRA Blue Guide on the Advertising and Promotion of Medicines. Under these new arrangements, the previous regional discrepancies in medicine licensing will be replaced by a single UK-wide authorization process. To ensure compliance, companies are required to review and update their promotional materials and marketing strategies to align with the new UK-wide licensing statuses by the implementation date. Stakeholders must utilize this guidance in conjunction with the broader MHRA operational manuals to maintain adherence to legal requirements for medicinal promotion. Failure to align advertising practices with the updated framework may result in regulatory enforcement. This transition represents a major shift in the UK's pharmaceutical landscape, intended to streamline the supply of medicines and simplify the oversight of how those products are presented to both healthcare professionals and the public.

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## Content

New arrangements for human medicines come into effect from 1 January 2025, reflecting the agreement on human medicines as part of the Windsor Framework. This guidance is designed to provide information on the implementation of changes to advertising and promotion of medicines authorised in the UK from 1 January 2025. This guidance should be used in conjunction with the MHRA’s guidance on the Windsor Framework including UK-wide licensing for human medicines . This guidance should also be used to supplement the operational guidance in the MHRA’s existing Blue Guide on the Advertising and Promotion of Medicines in the UK.

## Attachments

- [Advertising and promotion  following agreement of the Windsor Framework](/government/publications/advertising-and-promotion-following-agreement-of-the-windsor-framework/advertising-and-promotion-following-agreement-of-the-windsor-framework)