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> you're not allowed to advertise it at all.

You're not allowed to advertise it to the general public. You can still advertise it to prescribers and suppliers.

https://www.gov.uk/guidance/advertise-your-medicines

> You can’t advertise prescription-only medicines (POMs) to the general public but you can promote them to healthcare professionals and others who can prescribe or supply the product.




The advertising to prescribers is fairly strictly regulated, though; you certainly couldn’t put ‘we anticipate this malaria drug will cure COVID-19’, say.




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