Changing Rules for Advertising Veterinary Drugs and Medicated Feed in Ukraine
Ukraine has introduced dedicated rules for advertising veterinary medicinal products and medicated feed, aligned with EU standards. The new requirements cover advertising content, sample distribution, and product-specific restrictions and prohibitions. Non-compliance may result in fines of up to five times the cost of the advertisement.
On 2 March 2026, Law No. 4718-IX "On Amendments to Certain Laws of Ukraine Regarding the Harmonisation of Regulations in the Fields of Veterinary Medicine, Animal Welfare, and Feed with European Union Legislation” (the "Law”), which facilitates Ukraine’s European integration, came into force. The Law amends the Law of Ukraine "On Advertising” by adding a separate Article 211, which regulates the advertising of veterinary medicinal products and medicated feed (feed containing veterinary medicinal products). The new rules comply with the provisions of EU Regulation 2019/6 on veterinary medicinal products.
Advertising of veterinary medicinal products is defined in the Law as the dissemination in any form of information related to veterinary medicinal products to promote their supply. In particular, advertising includes activities to promote wholesale distribution, retail sales, prescription or use, as well as the supply of samples and sponsorship.[1]
From now on, only registered veterinary medicinal products may be advertised (if such registration is required by law). If state registration has been suspended or revoked, advertising of such products is prohibited.[2]
The Law sets out a number of clear requirements that market operators must comply with when advertising:
- advertisements must clearly indicate that they are intended to promote the supply, sale, prescription, distribution, and/or use of a veterinary medicinal product;[3]
- nothing in the advertising should create the impression that the product in question is a feed or biocide;[4]
- advertising must correspond to the brief description of the veterinary medicinal product, while at the same time it must only present objective information without exaggerating its properties;[5]
- it is prohibited to include information in advertisements that could create a risk of incorrect use of veterinary medicinal products or feed.[6]
In addition, the Law regulates the distribution of samples of veterinary medicinal products and medicated feed for advertising purposes. Such distribution is permitted only if such products and feed: (1) are appropriately labelled; (2) are not prescription products; and (3) are distributed exclusively and directly to veterinary specialists at events sponsored by the distributor and in quantities not exceeding one course of treatment.[7]
However, the above conditions do not apply to certain categories of veterinary medicinal products and feed, in particular antimicrobial veterinary medicinal products, the distribution of which is prohibited for advertising purposes even among specialists. Advertising of autogenous immunobiological veterinary medicinal products is also prohibited, and advertising of veterinary medicinal products available on veterinary prescription and intermediate products for the production of medicated feed is significantly restricted.[8]
Enforcement of advertising legislation is entrusted, with certain exceptions, to the State Service of Ukraine for Food Safety and Consumer Protection. Responsibility for violations of advertising legislation lies with advertisers, producers, and distributors of advertising. Currently, penalties are imposed in the amount of five times the cost of distributing/producing the advertisement.[9]
[1] The Law of Ukraine «On Advertising», Art.211 (1)
[2] The Law of Ukraine «On Advertising», Art.211 (2,8)
[3] The Law of Ukraine «On Advertising», Art.211 (3)
[4] The Law of Ukraine «On Advertising», Art.211 (4)
[5] The Law of Ukraine «On Advertising», Art.211 (5,7)
[6] The Law of Ukraine «On Advertising», Art.211 (6)
[7] The Law of Ukraine «On Advertising», Art.211 (9)
[8] The Law of Ukraine «On Advertising», Art.211 (10-14)
[9] The Law of Ukraine «On Advertising», Art.26, 27