Code of Practice

The ASMI Code of Practice (the Code) sets the ethical standards for advertising and promotion of non-prescription consumer healthcare products in Australia.

This system of self-regulation complements the co-regulatory advertising controls and the legislative requirements of the Therapeutic Goods Regulations 1990 and Therapeutic Goods Act 1989.

It follows the National Medicines Policy which aims to improve health outcomes for all Australians.

The provisions of the Code are applied to promotional material in below-the-line activity directed to consumers and to marketing support directed to healthcare professionals.

Acceptance and observance of the Code's provisions are binding and a condition of membership of CHP Australia.

The ASMI Code of Practice is currently under review. Click here to find out more and participate.

Click here to download a copy of the current ASMI Code of Practice.



The Code is designed to assist Members to:

  • Responsibly inform consumers about products
  • Make accurate, balanced and objective claims
  • Promote the Quality Use of Medicines (QUM)



The Code is monitored and reviewed by CHP Australia's Marketing & Ethics Subcommittee.

The annual Code review process takes into consideration the views of both internal and external stakeholders.



  • Principles of Practice - conduct of Members and compliance with law (Therapeutic Goods Advertising Code and Good Manufacturing Practice)
  • Nature of advertising and promotion - misleading claims, substantiation with scientific evidence and comparative advertising
  • Promotional techniques for Pharmacy Medicines (Schedule 2) or Pharmacist Only Medicines (Schedule 3) or internal analgesics
  • Direct-to-consumer advertising of Pharmacist Only Medicines (Schedule 3)
  • Indirect/unbranded consumer advertising
  • Specific requirements for advertising and promotion to healthcare professionals
  • Consumer Medicine Information (CMI)
  • Administration of the Code - complaints handling procedure, complaints panel and appeal process
  • Protocol for the activities of the Promotional Monitoring Panel


Guidelines & More Information

Guidelines for ASMI Members for the preparation of Complaints and Responses in proceedings before the ASMI Complaints Panel

Guidelines for ASMI Members for procedures and interpretation of ASMI Code of Practice 2010

For information on outcomes of complaints see Determinations.

For more information on the Code please contact our team on (02) 9922 5111 or