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The Pet Industry Federation has launched Guidance for Advertising, Review and Drafting (GARD), a screening tool to help businesses assess the advertising risk of pet supplements and non-medicinal veterinary products.
The new tool aims to support responsible marketing by identifying wording that risks presenting a product as a veterinary medicine. It targets manufacturers, brand owners, marketers, technical teams, and regulatory reviewers across the pet sector.
The framework uses a traffic-light structure to assess promotional material against regulatory guidelines published on 14 January 2026, serving as an advisory tool to support best practice rather than a substitute for legal review.
Nigel Baker, chief executive of PIF, said: “GARD has been developed to help businesses navigate an area that can often feel unclear in practice. By giving companies a more structured way to review wording and presentation, we hope it will support better decision-making and encourage high standards in the marketing of non-medicinal veterinary products across the pet sector.”
