On 6 May 2026, the Irish Health Products Regulatory Authority (“HPRA”) published a new dedicated webpage titled “Promoting medicines to the public on social media”, setting out clear information on the laws that apply to advertising human medicines to the public in Ireland. By publishing a dedicated webpage on this topic, the HPRA has sent a clear signal that the online promotion of medicines, and social media advertising in particular, is now firmly on its regulatory agenda.