The Department of Health (DH) has taken action against a pharmacy chain for using the NHS logo to advertise its services.

Community Pharmacies (UK) Ltd did not comply with NHS brand guidelines that state pharmacies cannot use the health service's logo on promotional materials, the DH said. Letters from the group to patients that advertised the electronic prescription service (EPS) had been cancelled and the "incorrect materials" destroyed, the DH told C+D earlier this month (August 7).

Community Pharmacies (UK) Ltd managing director Andrew Murray said his company, which owns 19 pharmacies in England, had unintentionally "fallen short" of the guidelines and was working "closely" with the DH to correct the error.

"All of our future marketing materials are being passed through [the DH] to ensure that they comply," he told C+D.

The NHS Identity Helpline was informed of the letters last month, and the issue was brought to the DH's attention by "internal colleagues", it told C+D. The DH had prevented further letters from being mailed but was unable to stop one batch of letters that had already been sent to the distributor, it told C+D.

C+D saw two identical letters, from Priory Fields Pharmacy in Huntingdon, Cambridgeshire and Stockton Heath Pharmacy in Warrington, both owned by Community Pharmacies (UK) Ltd. Each came in an envelope with the NHS logo that claimed to contain "Important information about NHS services" in their areas. Inside, the letters contained the NHS logo alongside details of the pharmacy's EPS service.

One C+D reader, who wished to remain anonymous, said he had been "taken in" by the logo and envelope message when he first received the letter.

"As I read the contents, my professional knowledge allowed me to realise the mailing was not from the local CCG or NHS England and was clearly marketing material for the pharmacy," he told C+D.

Another anonymous reader said he had been "very surprised" by the letter's contents after reading the envelope. "I suspected it breached some NHS rules. It doesn't reflect well on pharmacy," he told C+D.

The DH said it "was not aware of widespread misuse" of NHS branding. Under the NHS brand guidelines, pharmacies that provide NHS services are allowed to use the NHS logo on posters and leaflets if they only contain information about NHS services.

	Do you think the Department of Health was right to take action against Community Pharmacies (UK) Ltd?