The Veterinary Medicines Directorate (VMD) said in a report published on 3 September 2026 that it had updated its guidance on QR codes on authorised veterinary medicinal product packaging. Under the change, marketing authorisation holders may link such codes to additional educational and instructional material, provided it complies with new QR code principles published under the Product Literature Standards.

Previously, guidance permitted QR codes on packaging to link only to non-public-facing material, such as internal manufacturing information, or to the approved product text. The VMD said the update is intended to improve digital access to product information for veterinary professionals and product users. Examples cited include guidance on administering a medicine correctly, what to expect during treatment, and safe storage. This material would come in addition to instructions already on packaging and labels.

QR codes remain optional, so not all products will carry them. The VMD noted that companies may also use codes for compliance and counterfeit contingencies rather than public-facing information. Deputy CEO Gavin Hall said the change offers additional digital material alongside existing packaging and leaflet information while maintaining risk-based standards.