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Regulatory expectations extend beyond individual pharmacists to include pharmacy owners, superintendent pharmacists and third-party providers, as Thorrun Govind and Richard Hough explain…

On 29 August 2025, the General Pharmaceutical Council’s Chief Pharmacy Officer and Chief Enforcement Officer issued a direct communication to pharmacy owners, pharmacists and pharmacy technicians.

This follows a surge in regulatory concern surrounding the marketing and supply of weight-management medicines, including Mounjaro, Wegovy, and other GLP-1 receptor agonists.

The message, which reflects collaboration between the GPhC, the Medicines and Healthcare products Regulatory Agency (MHRA) and the Advertising Standards Authority (ASA), sets out clear expectations for pharmacy professionals and warns of potential enforcement action where standards are not met.

The communication comes at a time when pharmacies are facing mounting pressures, not only from regulators but also from the commercial realities of the supply chain.

The recent Mounjaro price increase has placed additional strain on pharmacy businesses. These price hikes have created a ripple effect, impacting procurement decisions, patient affordability and the sustainability of weight-management services.

In some cases, pharmacies have been forced to reconsider their stock levels or adjust their pricing models, all while navigating complex regulatory requirements, including how to communicate information to patients.

The MHRA and ASA have reiterated that prescription-only medicines (POMs) must not be advertised to the public. This prohibition is not limited to direct references to named products, such as Wegovy or Mounjaro, but also extends to indirect marketing tactics.

The use of syringe emojis and hashtags, such as #skinnyjab or #flabjab, have all been flagged as non-compliant. The ASA’s Active Ad Monitoring system continues to identify breaches, and enforcement action has already been taken against several pharmacy operators.

Promote the consultation

Pharmacies may promote the consultation or the service itself, but not the medicine. This distinction is clearly outlined in Appendix 6 of the MHRA’s Blue Guide. However, the line between service promotion and medicine promotion is not always easy to navigate, particularly when patients are actively seeking information about switching between GLP-1 medicines.

The MHRA has published guidance on this issue, emphasising that any switch must be preceded by a consultation with an appropriate healthcare professional. Prescribers must ensure that any decision to switch is clinically justified, safe, and in line with product licences and local formularies.

The GPhC has also raised concerns about supply practices that may compromise patient safety. Reports have emerged of patients being encouraged to bulk buy or being supplied with several months’ worth of medication without adequate review. Such practices undermine the need for regular monitoring and may expose patients to unnecessary risks.

In addition, some pharmacies have failed to respond promptly to customer complaints, particularly those relating to refunds and service issues. The GPhC has reminded pharmacy owners that they must have a robust complaints process in place, in line with Standard 1.4 of its standards for registered pharmacies.

The regulatory expectations extend beyond individual pharmacists to include pharmacy owners, superintendent pharmacists, and third-party providers.

Where services are delivered across multiple entities, there must be clear accountability and safeguards in place to protect patient safety. Pharmacies must also implement systems to identify inappropriate requests for medicines, including multiple or repeat orders.

The challenges facing pharmacy professionals are multifaceted. On one hand, there is a clear regulatory need to ensure that marketing and supply practices are compliant. On the other, there are commercial pressures driven by rising medicine costs, fluctuating patient demand, and the operational complexities of remote prescribing services.

Navigating these challenges requires a careful balance between legal compliance, clinical responsibility, and business sustainability.

Pharmacy professionals are advised to review their current practices, seek legal and regulatory advice where necessary, and ensure that all staff are trained on the latest guidance from the MHRA, ASA, and GPhC.

Failure to meet the required standards could result in enforcement action, fitness to practise investigations, and reputational damage.

In a rapidly evolving regulatory landscape, pharmacy teams must remain vigilant, responsive, and committed to upholding the highest standards of patient care.

Richard Hough is a partner and head of Healthcare at Brabners LLP and a former pharmacist. His co-author Thorrun Govind is a solicitor at Brabners, pharmacist and TV health expert.