The British Veterinary Association (BVA) has voiced concerns over a draft client poster proposed by the UK's Competition and Markets Authority (CMA), warning that its wording and design could undermine trust between veterinary teams and pet owners. After a two-year investigation, the CMA published its final report earlier this year.
Part of a wider package of remedies
The poster forms part of the CMA's wider package of remedies for the companion animal sector, due to begin taking effect from September 2026. Under the proposals, practices would be required to display a government-designed poster stating that "the same medicines may be significantly cheaper online", alongside other measures aimed at increasing price transparency, ownership disclosure and access to written prescriptions.
Concern about suggestion that online meds are “significantly cheaper”
While supporting the principles of transparency and informed client choice, the BVA believes the proposed notice sends an overly simplistic message. ‘We don't have a problem with the public being made aware they can source their medication elsewhere and, in some cases, save money,’ said BVA President Rob Williams. ‘Our concern is the negative language and the suggestion that medicines are significantly cheaper online’ - which is obviously not something vets can reliably guarantee.
Online pharmacies are often owned by corporates
The Association also notes that some of the UK's largest online veterinary pharmacies are owned by major veterinary groups, raising questions about whether directing clients online could unintentionally favour larger corporate providers over independent practices.
Consultation open until 20 August
Following discussions with the profession, the CMA has already softened earlier versions of the notice, but the BVA says further revisions are needed to achieve a balanced approach that informs clients while fairly reflecting the realities of veterinary prescribing.
The CMA is currently consulting on the proposed poster and related documents until 20 August 2026, with the final materials expected before the new rules come into force later this year.
(illustration ©CMA)