The Veterinary Medicines Directorate (VMD) has issued a cautionary statement to pet owners regarding tick prevention products frequently advertised on social media. The government body is encouraging individuals to exercise caution before purchasing or using such products, particularly those promoted by influencers, due to concerns over the accuracy and evidence supporting their health claims.
This advice follows the publication of a study in Veterinary Record, which analysed highly engaged English-language TikTok videos focusing on tick prevention for cats and dogs. The research highlighted that while these videos garnered significant attention, they were predominantly driven by social media influencers rather than veterinary professionals. A key finding was the prevalent promotion of natural or holistic tick prevention methods, with content advocating these approaches receiving greater overall engagement compared to other types of information.
The study also revealed that claims of perceived safety often accompanied discussions of natural ingredients or holistic themes, yet these assertions were rarely supported by scientific evidence or accompanied by necessary cautionary information. The VMD emphasised that while social media can be a valuable resource, the advice shared online may not always be accurate, evidence-based, or appropriate for every individual animal.
Andy Parker, Head of VMD Enforcement, underscored the organisation's concerns, stating, "We are aware that, herbal and natural products are often marketed on social media channels with claims implying a benefit to health and wellbeing." He urged pet owners to consult registered qualified professionals, such as vets, pharmacists, or qualified staff in pet shops, when seeking advice on flea and tick treatments, including natural alternatives. Mr Parker also pointed out that the VMD rigorously assesses all authorised veterinary medicines to ensure their quality, safety, and efficacy, a process that unlicensed products do not undergo.
The VMD stresses the importance of effective tick prevention, as these parasites can transmit diseases to both animals and humans. Pet owners are advised to be sceptical of products claiming to prevent or treat disease without supporting evidence, and to recognise that "natural" or "herbal" does not automatically equate to safety or effectiveness. Individuals encountering suspicious veterinary medicines or non-medicinal products are encouraged to report them to the VMD Enforcement Team through their online reporting form. Furthermore, for those using authorised spot-on treatments, the VMD's 'Be Spot-On Aware' campaign offers guidance on correct usage to protect pets and minimise environmental impact.