PAGB, the consumer healthcare association, represents the manufacturers of branded over-the-counter (OTC) medicines, self care medical devices and food supplements in the UK. These are products that can be sold over-the-counter at pharmacies or retail outlets such as supermarkets and convenience stores, without a prescription. PAGB is much more than a trade association for the UK consumer healthcare industry. Its work includes ensuring balanced and responsible marketing of self care products through its advertising Codes and guidance; addressing regulatory challenges in the UK and beyond to increase access to effective self care products; providing expert comment and opinion to the media on self care, and campaigning for health policies with a focus on self care to help reduce pressure on the NHS. Since 1919, PAGB has worked with its members to increase access to products that enable people to self care effectively. Things have come a long way since PAGB’s founding members came together to protect the public from misleading claims and establish a responsible medicines industry. Now, people have a wealth of choice when it comes to over-the-counter treatments. Alongside established OTC medicines, there are innovative new products, including self care medical devices, food supplements and medicines in new therapeutic areas, providing even more opportunities to self care.