The British Veterinary Association has formally responded to the Competition and Markets Authority (CMA) consultation into the draft Substantive Order and Undertakings, which proposes practices display a poster advising pet owners they can buy veterinary medicines “significantly cheaper” online.
In a statement, BVA said: “We support the need for a consistent approach to offering prescriptions and for the Royal College of Veterinary Surgeons (RCVS) to produce the standardised Written Prescription Notice and Flyers to help increase transparency for pet owners and make them aware of alternative ways they can purchase medication.
“But, whilst it’s good to see that much of our informal feedback has been acted on by the CMA already, we’re still pressing the CMA to consider alternative wording for these posters and flyers.
“The negative language and stark design of the proposed client notice about medication and written prescriptions – particularly the overly simplistic message that ‘the same medicines may be significantly cheaper online’ – is not neutral or factual.”
BVA continued: “We’re concerned it will undermine trust and damage the relationship between vets and our clients and, in some cases, fear it may even incite verbal abuse and unnecessary altercation in the consultation room.”
Along with the British Small Animal Veterinary Association (BSAVA); the Society of Practising Veterinary Surgeons (SPVS); the Veterinary Management Group (VMG); and the British Veterinary Nursing Association (BVNA), BVA has formally raised its concerns over the proposed text on the poster and flyers in our joint response to the consultation.
“We’ve urged the CMA to reflect on the potential unintended consequences and to consider a more proportionate and balanced approach that is informative for clients but also fairer to vets,” BVA said.
The Order is expected to come into effect as part of the wider remedies package from September 23, 2026, subject to the CMA finalising it.
