BVA welcomes new antimicrobial advertising ban

The British Veterinary Association has responded positively to news that it will soon become illegal to directly advertise antimicrobial medicines to animal keepers.

A revision of the Veterinary Medicines Regulations will be introduced by the Veterinary Medicines Directorate in 2013 due to concerns over the growing threat posed by antibiotic resistance.

It is believed that marketing antibiotics to keepers of animals can create undue pressure to prescribe newer products, thus encouraging irresponsible use and leading to the development of resistance more rapidly.

The new decision will make it easier for veterinary surgeons to work with their farm clients to ensure antimicrobials are used in a prudent manner.

Peter Jones, president of the BVA, said: "The BVA has consistently argued for the restriction of advertising of antimicrobials to animal keepers and we believe this is the right decision."

This comes after the organisation welcomed the publication of new guidance on responsible antimicrobial use by the Federation of Veterinarians of Europe last month.