Pharmacy Daily | What the social media ad code means for you

KEVIN Christopher, Advertising Compliance Manager at Consumer Healthcare Products (CHP) Australia, shares advice on what responsible online and social media advertising mean for pharmacists.

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In RECENT years, social media has transformed how over-the-counter therapeutic goods are advertised.

Platforms such as Facebook, Instagram, TikTok, and YouTube have become powerful tools for promoting vitamins, skincare, and medical devices.

This rise in digital advertising reflects a shift in consumer behaviour: people increasingly seek health information online, and social media enables direct engagement through influencers, sponsored posts, and personalised content.

However, advertising therapeutic goods on social media brings significant regulatory responsibilities.

In Australia, such advertising is governed by the Therapeutic Goods Advertising Code, administered by the Therapeutic Goods Administration (TGA).

The Code ensures that promotional material for therapeutic goods is accurate, balanced, and socially responsible, protecting consumers from misleading or harmful claims.

Under the Code, claims must align with the entry in the Australian Register of Therapeutic Goods (ARTG), and advertisements must not exploit fear, vulnerability, or unrealistic expectations.

These standards apply equally to traditional and social media.

For example, an influencer posting an endorsement about a supplement must include accurate information, appropriate qualifiers, and disclose any commercial relationship with the brand.

Even user-generated content can fall under the Code if a company shares or endorses it.

And health professionals, including pharmacists, have additional obligations.

Pharmacists cannot provide endorsements or testimonials about therapeutic goods, either directly or by implication.

This restriction extends to liking, sharing, or reposting social media content that promotes specific products.

They must also ensure that when advertising or discussing their professional services online, they do not inadvertently advertise or endorse particular therapeutic goods.

Maintaining a clear separation between professional advice and product promotion is essential to uphold both the Code and professional ethics.

As social media continues to dominate the marketing landscape, understanding and adhering to the Therapeutic Goods Advertising Code is vital for all businesses and professionals in the health and wellness sector.

Responsible advertising not only protects consumers but also builds trust and credibility in a competitive market.

AdCheck is an independent compliance service by CHP Australia that helps advertisers navigate the Code.

For a limited time, AdCheck is giving Pharmacy Daily readers who sign up for more consumer healthcare advertising insights a free copy of CHP Australia's Digital & Social Media Advertising Guidelines.