The Veterinary Medicines Directorate (VMD) is urging pet owners to exercise caution when viewing tick prevention advice on social media, following new research suggesting that some of the most popular online content may not be evidence-based or appropriate for individual animals.
The warning comes after a study, published in Veterinary Record, analysed the most-engaged English-language TikTok videos relating to tick prevention for cats and dogs. Researchers found that while videos on the subject attracted high levels of engagement, the majority were created by influencers rather than veterinary professionals.
Perhaps most notably, videos promoting natural, herbal or holistic approaches to tick prevention received significantly higher engagement than those discussing prescription or veterinary-recommended products.
However, the researchers found that claims surrounding the safety and effectiveness of these natural products were often presented without supporting scientific evidence or appropriate warnings.
Social media can inform, but should not replace professional advice
The VMD recognises that social media can be a useful source of information for pet owners, but warns that advice shared online is not always accurate, evidence-based or suitable for every animal.
This is particularly important when considering tick prevention, as ticks can transmit a range of diseases to both animals and humans, making effective prevention an essential part of routine pet healthcare.
The VMD advises owners who are unsure about the best option for their pet to seek advice from a veterinary surgeon or another suitably qualified medicines professional before purchasing or administering any tick prevention product.
What should pet owners look out for?
The VMD recommends that owners take a critical approach to health claims made online and advises that they should:
- Be cautious of products claiming to prevent or treat disease without credible supporting evidence.
- Remember that “natural” or “herbal” does not automatically mean a product is safe or effective.
- Seek professional advice before giving any product to their pet if they are unsure.
- Only use authorised veterinary medicines in accordance with advice from their vet or another appropriately qualified professional.
The regulator also reminds manufacturers, retailers and influencers that products marketed as natural or herbal are still subject to advertising regulations. Medicinal claims cannot legally be made for products that are not authorised veterinary medicines.
VMD: Evidence matters
Andy Parker, Head of VMD Enforcement, said the organisation is increasingly aware of natural and herbal products being promoted online with claims implying health benefits.
“We encourage pet owners to talk to a registered qualified professional – such as a vet, pharmacist or qualified professionals working in a pet shop – about flea and tick treatments and natural alternatives when in doubt, and be wary of claims made on social media.
“The VMD ensures through rigorous assessment that all authorised veterinary medicines are of a high quality, are safe and that they work. This is something we are unable to ensure for products that have not been through this assessment process.”
He also reminded companies and individuals promoting non-medicinal products that they must comply with advertising legislation and could face enforcement action if they make unauthorised medicinal claims.
Reporting concerns
The VMD encourages anyone who encounters suspicious veterinary medicines, misleading product claims or retailers selling potentially non-compliant products to report them to the VMD Enforcement Team through its online reporting system.
For owners using authorised flea and tick spot-on treatments, the VMD also highlights its Be Spot-On Aware campaign, which provides guidance on using these medicines safely while helping to minimise their impact on the environment.
With pet owners increasingly turning to social media for health advice, this research highlights the importance of distinguishing between popularity and scientific evidence. While natural products may appeal to many owners, decisions about parasite prevention should always be based on reliable evidence and tailored to the individual animal in consultation with a veterinary professional.
