How to complain about animal medicine ads - the NOAH code explained

Two new guides to the NOAH code of practice for the promotion of animal medicines were launched, at a NOAH training seminar on understanding the code, in Whittlesford today.

The first, 'A Plain Guide to the Code of Practice and Handling Complaints' guides companies, or others, through what to do when they make a complaint - or how to act if a complaint is made against them. It includes check lists for complainants and respondents to process complaints smoothly and reduce delays.

The second, one of the series of NOAH briefing documents, sets out to explain to the outside world in simple terms how the code works.

As with any industry, marketing animal medicines is a key factor in spreading information on their use, as well as promoting sales. The code of practice acts as additional self-regulation to help ensure animal medicine promotions do not 'bring discredit upon, or reduce confidence in, the industry'. And it works - companies do not want to fall foul of the code, as demonstrated by the fact that the training seminar was a sell-out!

Speaking at the seminar, code secretary, Desmond Hutchinson said: "Ideally, we want promotions to follow the code, not breach it. If those marketing animal medicines understand the code better, complaints can be avoided. Likewise, those who feel strongly about promotional material need to know how the code can help.

"By bringing companies and their advertising agencies up-to-date on code developments, and through the publication of the new guides, the whole process can be improved and animal medicines can continue to be promoted responsibly to veterinary surgeons and animal owners."

28 October 1999

Notes for Editors

1. For further information contact Roger Cook or Alison Glennon at NOAH, tel. +44 (0)20 8367 3131, or visit the NOAH website.

2. The National Office of Animal Health was formed on 1 January 1986 to represent the UK companies which research, develop, manufacture and market licensed animal health products. The association has 36 corporate members and 10 associate members. In 1998 NOAH's members accounted for around 95% of the £384 million UK animal health market, with additional valuable exports.