Blog post: Introduction to PAGB’s strategic pillar three with Laura Kelly

PAGB's Deputy CEO takes us through the third of our strategic pillars in PAGB's new 5-year strategy: Promoting best practice.

 

Laura Kelly, Deputy CEO at PAGB, is responsible for advertising policy and operations. She leads a team that provides expert advertising advice to our members and she has been developing PAGB’s advertising strategy which she summarises below.

 

 

Introduction to PAGB’s strategic pillar three

 

PAGB has been championing best practice in the consumer healthcare industry since we were established in 1919. It remains at the heart of what we stand for and as part of our new 5-year strategy we’re focused on sustaining self-regulation by upholding responsible best practice. This means supporting our members with their compliance needs and promoting best practice externally to foster a fair playing field across industry.

Agile advertising services

 

We want to ensure that we support members to produce compliant advertising in an agile and effective way. We’ll be looking at our services with this is mind, working to ensure we have an offering that reflects the needs of members, is appropriate to the wider commercial environment, utilises technology and maximises the impact of staff expertise.

Setting industry standards

 

We will continue to set standards both within membership and externally, supporting members with our services and raising our profile to attract new members and ensure recognition across industry. This includes:

Providing clear and constructive regulatory and advertising advice that supports members in achieving their goals

Maintaining up to date codes and guidance across all product categories

Running strategic, interactive working groups with high quality content

Ensuring right first-time submissions to MHRA for P3Ex submissions

Engaging in external facing profile raising activities to promote the team’s regulatory and advertising excellence

Playing a clearly defined role in maximising advertising compliance outside membership

Best in class training

 

We will also be building on our already expansive training offering. Launched at the end of 2024, our new eLearning platform gives us the opportunity to share knowledge in more ways than ever before, while continuing our popular workshops. Members can expect new regulatory content, training on supply chains and webinars on hot topics throughout 2025 and beyond.

Strategic pillar three builds on our existing expertise, ensuring that we reflect and adapt so we can continue to lead both in setting industry standards and offering our members the high-quality services. We look forward to taking both members and stakeholder on this journey with us.

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