Minor Breach of NOAH Code of Practice for the Promotion of Animal Medicines by Elanco Animal Health UK
17th November 2025
FOR IMMEDIATE RELEASE
Minor Breach of NOAH Code of Practice for the Promotion of Animal Medicines by Elanco Animal Health UK
The NOAH Code of Practice Committee convened in October 2025 to assess a complaint under the provisions of the NOAH Code of Practice for the Promotion of Animal Medicines for Case 305/10/25.
The complaint was brought against Elanco UK by Zoetis UK regarding promotional claims made in reference to Zenrelia®, a newly authorised treatment for allergic and atopic dermatitis in dogs.
After thorough review, the Committee concluded that Elanco’s claim that ‘Zenrelia gets nearly 50% more itchy dogs back to normal than Apoquel®’ was found to be a minor breach of clauses 4.3 and 4.4 of the NOAH Code as the Committee found that this was not fair, accurate, or balanced. The Committee determined that the actual figure, 45.28%, should have been used instead of ‘nearly 50%’ to ensure accuracy, fairness, and balance in promotional materials. The claim was based on peer-reviewed research published in Veterinary Dermatology, but the Committee emphasised the importance of precise representation of data.
NOAH remains committed to maintaining high standards in the promotion of animal medicines. The Code of Practice is a cornerstone of industry self-regulation, and NOAH member companies voluntarily adhere to its provisions to maintain public and professional trust.
A summary of the case and a signed Undertaking from Elanco will be published on the NOAH website in accordance with the Code’s transparency requirements.
ENDS
Notes for Editors
- For more information, please contact Matthew Gibbard, Public Affairs and Communications Manager at m.gibbard@noah.co.uk or see www.noah.co.uk
- NOAH represents the UK animal health industry. We promote the benefits of licensed veterinary medicines, products and services for the health and welfare of all animals.
- For more information on the NOAH Code of Practice for the Promotion of Animal Medicines, please visit this webpage.
- Clause 4.3 and 4.4 of the NOAH Code may be found here in full.