UK: Rules relaxed

The regulations concerning advertising of medical products in Britain – which are established and administered by the Proprietary Association of Great Britain (PAGB), which represents the country’s pharmaceutical advertisers – are being updated, permitting greater use of medical terminology. For the first time the PAGB will allow 16 as the minimum age at which pharmaceuticals advertising can be targeted; the list of health workers barred from endorsing medical products has been extended to include nurses, midwives, opticians and dentists.