UK expands QR code use on veterinary medicine packaging

The UK Veterinary Medicines Directorate has updated its guidance on QR codes used on authorised veterinary medicinal product packaging, allowing pharmaceutical companies to provide users with additional digital educational and instructional information.

The change broadens the role of connected packaging in veterinary medicines, giving vets and pet owners easier access to supplementary guidance while maintaining the mandatory information already required on labels, cartons and product leaflets.

Previous rules limited public-facing content

Under the previous guidance, QR codes on veterinary medicine packaging could generally link only to non-public-facing material, such as internal manufacturing information, or to officially approved product text.

The new framework allows marketing authorisation holders to connect consumers and veterinary professionals to additional educational or instructional content, provided that the material complies with the QR code principles established within the Product Literature Standard.

Digital content can support correct medicine use

Scanning a QR code may now direct users to information explaining how to administer a medicine correctly, what to expect during treatment or how the product should be stored.

The VMD stresses that this information is supplementary. Essential directions and legally required product information must continue to appear through the established packaging and labelling system rather than being moved exclusively online.

QR codes remain optional

The regulator is not requiring every veterinary medicine to include a QR code. Pharmaceutical companies can decide whether connected packaging provides sufficient value for a particular product or user group.

Some companies may also continue using QR codes for compliance, authentication or anti-counterfeiting purposes instead of providing public-facing information.

Packaging becomes a gateway to expanded instructions

Pharmaceutical packaging has limited physical space, particularly on smaller containers, blister packs and veterinary products supplied in compact formats. Digital links can extend the amount of information available without substantially increasing printed packaging area.

This can be particularly useful where products require detailed administration instructions or additional guidance that would otherwise require longer printed leaflets.

Regulatory controls remain important

Allowing more public-facing digital content also creates a need to control what information users encounter after scanning a package. The new VMD principles are intended to ensure that supplementary information remains appropriate and does not undermine approved product instructions.

Marketing authorisation holders will therefore need to manage digital content with the same attention to accuracy and regulatory compliance applied to conventional pharmaceutical communication.

Connected pharmaceutical packaging continues to expand

QR codes are increasingly being used across pharmaceutical packaging for instructions, authentication, traceability and access to digital product information. Their adoption can connect a fixed physical package with content that is more detailed and accessible through smartphones.

For veterinary medicines, this connection could be particularly valuable because products may be administered at home by owners who need clear guidance after purchasing or receiving the medicine.

VMD balances digital innovation with product safety

The regulator says the updated guidance is intended to support digital innovation while maintaining the risk-based standards required to protect animal and public health.

The change demonstrates how pharmaceutical regulators are gradually allowing packaging to become a gateway to richer digital information while retaining essential safety instructions on the physical pack itself.