Radio rises to the occasion – first ad approved for Viagra Connect and we’re getting it up on air

A recent change in the law means that Viagra can now be purchased without a prescription. Katherine Borrett, Radiocentre’s Senior Clearance Executive, comments on the implications for the Clearance team when it comes to ads for these products… 

Towards the end of last year, the Medicines and Healthcare Products Regulatory Agency (MHRA) re-classified Viagra Connect as a Pharmacy medicine. Previously the product had been available only on prescription, meaning that it couldn’t be advertised on radio.

Since these changes we’ve been able to approve our first ads for the product, but a certain degree of caution is still required.

It’s important that ads for Viagra Connect clearly promote this product specifically and don’t indirectly promote prescription only alternatives. We also need to consider carefully appropriate scheduling advice for any ads we approve – listeners might not necessarily welcome mention discussion of erectile dysfunction and the lack of their morning glory while eating breakfast with the family.

The sensitivity of the subject means that, while a humorous tone isn’t necessarily inappropriate, ads should handle the topic with respect and tact rather than ridicule.