UK animal medicines trade association NOAH (National Office of Animal Health) has commissioned a series of studies, from 2006 to 2014, to assess how aware UK shoppers were of animal medicine use, whether it gave them any concerns and what information would be useful for them to help their understanding and allay any concerns. This paper gives the background to the studies, talks about what was done and the results, and looks briefly at how NOAH is using the findings to satisfy the information needs of UK shoppers.

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