Content compliance policy

At myBMI, patients come first. That’s why all our content is created under strict guidelines, ensuring it is safe, trustworthy, and clinically accurate. We’re committed to providing information that supports your health and wellbeing, while also meeting Republic of Ireland regulatory standards and following all guidelines for the safe prescribing of medication.

Our principles 

Patient-first: Your health comes before anything else. We don’t push medicines or treatments; instead, we provide consultations, guidance, and advice. If treatment is right for you, our clinicians will issue a prescription only after a complete clinical assessment.

Doctor first care: Our service is led by doctors registered with the Irish Medical Council (IMC). All prescribing decisions, clinical pathways, and standards of care are defined, overseen, and governed by IMC-registered doctors, ensuring our service meets recognised medical, ethical, and regulatory standards in Ireland.

Clinician-led website and content: The myBMI website is clinically led and actively monitored by IMC registered doctors. All medical content, treatment information, and patient guidance is created within clinician-approved frameworks and reviewed by a qualified clinician before publication. This clinician-led approach is clearly signposted throughout our website, so our patients can see who oversees their care and the information they are reading.

Clinically reviewed: All content is carefully reviewed by a qualified clinician before going live and checked again regularly or sooner if new evidence or guidance emerges.

Transparent and balanced: We present the facts clearly, including the benefits, risks, and uncertainties, so that you can make informed decisions. There is no hype, no hidden catches.

Evidence-led: Every claim we make is backed by trusted, authoritative sources. We never exaggerate or misrepresent the data.

Accountable: Each page clearly shows when it was written, reviewed, and last updated, as well as who reviewed it.

How we talk about our services 

We do not sell medicines. We advise patients, carefully review their consultations, and only provide prescriptions where clinically appropriate. Prescription-only medicines are never advertised to the public. They are recommended only following a medical consultation and when a clinician determines they are suitable.

We do not use marketing language when providing treatment:

• We avoid promotional, emotive, or persuasive language when referring to prescription treatments
• We do not present medicines as quick fixes or guaranteed solutions
• We do not encourage self-diagnosis or self-selection of prescription treatments

We clearly signpost how our service works:

• We explain the consultation process, clinical review, and prescribing decision clearly and transparently
• We make it clear that prescriptions are not guaranteed and are issued only following clinical assessment
• We explain the role of our clinicians and the limits of online prescribing

We ensure we lead with our service and patient benefits, not treatments:

• We focus on access to clinical support, medical oversight, and ongoing care
• We describe treatments only in the context of clinician-led care
• We do not position prescription medicines as consumer products

We ensure our pages are in line with HPRA guidance by:

• Avoiding direct or indirect promotion of prescription-only medicines to the public
• Ensuring treatments are discussed only within an informational and clinical context
• Clearly separating service information from clinical decision-making
• Avoiding imagery or language that could be interpreted as promotional

We only discuss treatment outcomes using evidence from peer-reviewed studies:

• All claims are factual, balanced, and appropriately qualified
• We clearly state that individual results vary
• We do not exaggerate outcomes or imply certainty of results

All content is reviewed, fact-checked, and supported by IMC registered doctors:

• Medical content is reviewed as part of our clinical governance process
• Updates are made in line with emerging guidance, evidence, and regulatory feedback
• Safeguards are regularly reviewed and strengthened to ensure ongoing compliance

Plain-English, clinical accuracy 

Clear explanations: We outline your options, the likely benefits, and possible side effects in plain, easy-to-understand language.

No hype: We avoid exaggerated claims or promotional language, for example, we will never call a medicine “the best.”

Responsible communication: We never use wording that suggests impulse buying or promotes discounts on prescription-only medicines (POMs).

Honest framing 

Holistic options: Where appropriate, we discuss non-medicine approaches (such as lifestyle changes) alongside treatment options.

Realistic expectations: We are honest about what treatment can and cannot do, and we never promise guaranteed results.

Safety first: We provide clear safety guidance, highlight warning signs, and advise when urgent or in-person care may be needed.

How we earn your trust 

Balanced information: We give you the whole picture, benefits, risks, and uncertainties so that you can make informed choices.

Open and transparent: Every clinical claim is backed by trusted evidence, and we link to our sources so you can see them too.

No spin: We report research findings exactly as they are, including study size, treatment details, and limitations.

Independent content: Our information is created independently of suppliers. If there’s any financial relationship, we make that clear on the page.

Your privacy is protected: We treat your health data as sensitive information under the EU GDPR and safeguard it at all times.

How we create content 

Our regulatory standards 

We aim to comply with all relevant Irish and EU laws governing online health information and the supply of medicines. Our content and services are aligned with the following frameworks:

• HPRA / Medicinal Products (Control of Advertising) Regulations 2007 (S.I. No. 541 of 2007): We adhere to the rules prohibiting the advertising of prescription-only medicines to the public, ensure that any medicinal advertising is accurate, non-misleading, and consistent with the approved product information.  
• Ad Standards / CAP-like codes in Ireland: We comply with the Irish Advertising Standards Code, including rules on medicinal and health-related claims.  
• Clinical / prescribing best-practice frameworks (equivalent to RPS / GMC in the UK): Our prescribing practices are consistent with recognised competency frameworks and high-level standards for remote prescribing in Ireland / EU member states. 
• Irish Medical Council / Health Practitioners’ regulatory guidance: Promotional health content and medical services are truthful, verifiable, and avoid unrealistic or misleading claims.  
• Data protection / privacy (GDPR + Irish Health Research Regulations): We comply with GDPR (including rules on processing of health / special category data) and the Irish Health Research Regulations where applicable.  
• National standards for health information and information management: We follow principles of accuracy, security, transparency, and good information management as recommended by Irish health authorities (for example, HIQA standards).  

Weight management services 

We provide a clinically guided service with expert medical support. Where appropriate, eligible patients may be considered for prescription treatment to support weight management when other approaches have not been effective.

We never advertise prescription-only weight loss medicines to the public. If treatment is suitable, a prescribing pharmacist will conduct a detailed consultation, reviewing your medical history, potential contraindications, interactions, and monitoring needs. If treatment is not appropriate, we explain why and guide you towards alternative options. 

Service over product: We describe our services clearly and avoid language or imagery promoting prescription-only medicines.

Holistic approach: We provide lifestyle and behavioural support alongside any discussion of medicines.

Full transparency: We explain expected benefits, common side effects, rare risks, and any follow-up that may be required.

Sources we rely on 

Authoritative, evidence-based sources inform our content and prescribing decisions. Each article lists the specific sources with links and dates accessed. In Ireland, these include:

• Irish Medicines Formulary (IMF) and HPRA safety updates for guidance on dosing, contraindications, interactions, and national safety communications. 
• HPRA-approved product information (Summary of Product Characteristics and Patient Information Leaflets) to ensure information is current, regulated, and reliable. 
• European Medicines Agency (EMA) outputs, including product assessments, pharmacovigilance reports, and EU regulatory guidance. 
• Health Service Executive (HSE) clinical guidance and HIQA standards to align with national evidence-based care and information management frameworks.
  
  Peer-reviewed evidence syntheses (e.g., Cochrane Reviews) and major clinical trials for the highest level of clinical evidence.
• Irish Medical Council standards and professional frameworks relevant to safe prescribing practice in Ireland.

EU and HPRA drug safety communications for timely medical safety and regulatory changes updates.

Governance & review cycle 

• Before publishing: double-check of clinical accuracy, compliance and plain English readability. 
• Routine review: at least every 12 months, or sooner if a safety update, guidance change or new evidence emerges. 
• Change log: each page displays a change summary and dates for transparency. 

Feedback 

If you spot an error, feel something is unclear, or want to suggest an improvement, please get in touch with us. We review all feedback and update pages as needed. Urgent safety concerns are escalated immediately to our clinical governance team. 

Reference notes (for regulators and auditors) 

1. GPhC: Guidance for registered pharmacies providing pharmacy services at a distance (Feb 2025). PDF; Standards hub link.
2. MHRA/Gov.uk: Advertise your medicines (no POM ads to the public).
3. ASA/CAP: CAP Code Section 12 and summary PDF link.
4. NICE: Shared decision making (NG197).
5. RPS: A Competency Framework for all Prescribers.
6. GMC: Remote prescribing highlevel principles.
7. ICO: UK GDPR guidance on health data and special category data (see ICO resources).

We monitor these sources for changes and update our materials accordingly. 

Last updated: 10/12/2025