Advertising medicines in Ireland: A guide to HPRA rules for pharmacies

For community pharmacies in Ireland, the line between helpful health advice and «advertising» can often feel thin. However, the Health Products Regulatory Authority (HPRA) maintains strict oversight to ensure that the promotion of medicinal products is accurate and safe for the public.

Whether you are updating your pharmacy’s website or posting a «deal of the week» on social media, understanding the Medicinal Products (Control of Advertising) Regulations 2007 (S.I. No. 541/2007) is essential. Here is a breakdown of the core rules every Irish pharmacy needs to know.

1. Prescription vs. over-the-counter (OTC)

The most fundamental distinction in Irish law is who the advertisement is directed toward.

• Prescription-only medicines (POMs): It is strictly prohibited to advertise prescription-only medicines to the general public. This includes mentions of brand names or active ingredients in a promotional context on social media, window displays or websites.
• Non-prescription (OTC) medicines: These can be advertised to the public, but they are subject to rigorous standards regarding the content and «rational use» of the product.

2. What counts as «Advertising»?

The HPRA defines advertising broadly. It includes any material or activity designed to promote the prescription, supply, sale or consumption of a medicine.

This includes:

• Social media posts (Instagram, Facebook, TikTok).
• Pharmacy websites and e-commerce product descriptions.
• In-store posters and window displays.
• Price lists that go beyond simple factual information.

3. Requirements for OTC advertisements

If you are promoting a non-prescription medicine (e.g., a common hay fever relief or a mild analgesic), your content must meet these criteria:

• It must present the medicine objectively and cannot exaggerate its properties.
• You must provide a «balanced view.» This means if you highlight the benefits, you must also include the necessary precautions or common side effects.
• You cannot use misleading pictorial representations of «shattering» pain or miraculous «before and after» recoveries.
• Every advertisement must include a clear invitation to read the instructions on the package or the patient information leaflet.

4. Navigating social media

Social media is the most common area where pharmacies inadvertently slip up. The HPRA updated its Guide to Advertising Compliance (revised as recently as late 2024/early 2025) to address digital spaces.

Tip: If a customer comments on your post asking for a recommendation for a specific ailment, your reply could be seen as «advertising» if you recommend a specific brand. It is always safer to invite the customer to «speak with our pharmacist in-store for a private consultation.»

5. Prohibited claims and tactics

To protect the public from the «irrational use» of medicines, certain promotional tactics are banned:

• Suggesting no side effects: You cannot claim a medicine is «safe» or has «no side effects.»
• Targeting children: Advertisements must not be directed primarily at children.
• Inducements: You cannot offer prizes, «buy one get one free» deals on medicines or loyalty points that encourage the over-purchase of medicinal products.

6. The role of the superintendent pharmacist

Under HPRA and PSI (Pharmaceutical Society of Ireland) guidelines, the Superintendent Pharmacist is ultimately responsible for the legal operation of the pharmacy, including its marketing. Before hitting «publish» on a digital campaign, ensure the content has been reviewed for compliance with the Summary of Product Characteristics (SmPC).

Summary checklist for pharmacy staff

Staying compliant reinforces your role as a trusted, professional healthcare provider in your community. When in doubt, focus your marketing on services (like flu vaccines or blood pressure checks) rather than specific medicinal brands.

For the latest detailed guidance, always consult the HPRA Guide to Advertising Compliance.