Today, 6 March 2026, the Council of the European Union (“Council”) published the provisional agreement on the reform of the EU pharmaceutical legislation and the new Directive [link] and Regulation [link]. Formal adoption by the European Parliament and the Council is expected in the coming months. Continue Reading Provisional text of the political agreement on the reform to the EU Regulatory Framework for Medicinal Products is published
prescription-only medicines (POMs)
UK PMCPA publishes revised guidance for the use of social media
By Libby Amos-Stone & Katya Farkas on
The Prescription Medicines Code of Practice Authority (PMCPA) has published revised guidance on social media.
Social media has remained a significant focus for the PMCPA in recent years, with numerous companies found in breach of the ABPI Code (the Code) due to activity on social media by the companies themselves, their employees, or associated third parties. Compliance in this space is particularly challenging given the global reach of social media and its inherently public nature, especially when the promotion of prescription-only medicines (POMs) to the public is prohibited in the UK.Continue Reading UK PMCPA publishes revised guidance for the use of social media
An update from the European Court of Justice on discount campaigns run by mail order pharmacies
By Libby Amos-Stone, Katya Farkas & Heba Jalil on
Do discount campaigns on prescription-only medicines (POMs) run by mail order pharmacies lure patients into consuming medicinal products? The European Court of Justice (CJEU) in the case of Apothekerkammer Nordrhein (C-517/23) has held that they do not.
Following on from the AG Opinion of Advocate General Szpunar, which we provided an update on earlier in the year, this case is the latest in a stream of cases on advertising practices involving DocMorris, a Dutch mail-order pharmacy that supplies medicines to end customers in Germany. The CJEU concluded that the discount campaigns regarding unspecified POMs do not fall within the definition of “advertising of medicinal products” (Article 86(1) Directive 2001/83) as the discount is implemented at the point of purchase of the POM. The decision of which product to prescribe has already been taken by a doctor and all the patient is left to do is choose the dispensing pharmacy. As such, the Court held that the purpose of the discount campaign is not to encourage patients to purchase medicinal products. Rather, it is simply to attract them to a specific pharmacy.
The facts of the case are set out in our previous blog available here.Continue Reading An update from the European Court of Justice on discount campaigns run by mail order pharmacies
Online pharmacies required to strengthen safeguards to prevent unsafe supply of medicines in the UK
By Libby Amos-Stone & Katya Farkas on
Posted in prescription-only medicines (POMs)
The UK’s General Pharmaceutical Council (GPhC) has published new guidance for registered pharmacies providing pharmacy services at a distance, including on the internet. The GPhC is the pharmacy regulator for Great Britain. Pharmacies and pharmacists, including those operating online, are required to be registered with GPhC and follow the standards it sets.
The prevalence of online pharmacies, “telemedicine” or “telehealth”, has rocketed in recent years and they provide a valuable service. However, cases have been identified where medicines were supplied inappropriately, and people were put at risk. As such, the guidance introduces enhanced safety measures whereby prescribers must take additional steps to ensure the information that a person provides in order to obtain medicines from an online pharmacy is accurate. Notably, medicines categorised as “high-risk” should not be prescribed based on an online questionnaire alone. Pharmacies are required to ensure that their own prescribers meet the requirements and, where they are dispensing product prescribed online by a third-party prescriber, ensure that those prescribers operate in accordance with the guidance.
The guidance covers risk assessments, record keeping and audits, the empowerment of staff and suitable facilities and equipment. However, this blog focuses on the requirements of the digital platform, compliance with laws, the online consultation process, enhanced requirements for “high risk” medicines and working with third-party providers.Continue Reading Online pharmacies required to strengthen safeguards to prevent unsafe supply of medicines in the UK
When discount campaigns regarding prescription only medicines do not fall within the definition of advertising in the EU
By Libby Amos-Stone & Katya Farkas on
Do discount campaigns on prescription-only medicines (POMs) run by mail order pharmacies lure patients into consuming medicinal products?
Advocate General Szpunar has opined that they do not. The opinion comes in the latest of a stream of cases on advertising practices involving DocMorris (Case C-517/23), a Dutch mail-order pharmacy that supplies medicines to end customers in Germany. The AG concluded that the discount campaigns regarding POMs do not fall within the definition of “advertising of medicinal products” (Article 86(1) Directive 2001/83) as the discount is implemented at the point of purchase of the POM. The decision of which product to prescribe has already been taken by a doctor and all the patient is left to do is choose the dispensing pharmacy. As such, the purpose of the discount campaign is not to encourage patients to purchase medicinal products. Rather, it is simply to attract them to a specific pharmacy.Continue Reading When discount campaigns regarding prescription only medicines do not fall within the definition of advertising in the EU