Code of Conduct

CoRDH Code of Conduct

1. Purpose and scope

1.1 This Code sets out the shared principles that all CoRDH members agree to follow when providing digital‑first or distance healthcare and pharmacy services to the public in the UK.

1.2 It reflects CoRDH's common narrative of responsible digital health:

• Safe prescribing – robust, evidence‑based clinical processes that protect patients.

• End to End care–, including monitoring, education and escalation pathways.

• Responsible communication – transparent, accurate information that supports informed patient choice and reduces the risk of harm from unregulated or misleading sources.

1.3 The Code does not replace members' existing legal, regulatory or professional obligations (for example GPhC, GMC, CQC, MHRA, CAP, ASA).

1.4 Compliance with this Code is a condition of membership and reflects members' shared commitments as regulated, digital‑first healthcare providers operating in the UK.

2. Shared vision for responsible digital‑first care

CoRDH members share a vision of safe, patient‑centred, digitally enabled care that:

• Deliver clinically lead end‑to‑end support

• Calls for smart, proportionate and non‑ad hoc regulation that fully recognises the potential of digital healthcare while allowing responsible innovation.

• It is built on robust clinical governance, structured risk assessments and clear accountability, including "know your patient" safeguards.

• Works with and alongside the NHS, supporting continuity of care and better use of system resources.

• Empowers patients with clear, balanced information so they can make informed choices about their health.

• Recognises members as commercial organisations delivering public benefit, operating transparently within a regulated environment.

3. Core principles

3.1 Safe prescribing and clinical governance

Members will:

• Put patient safety, dignity and welfare first

• Ensure prescribers and pharmacists are appropriately qualified, supported with training for digital practice, and work in line with relevant national guidance and licences (e.g. NICE, MHRA, GPhC, CQC).

• Operate proportionate identity‑verification appropriate to the medicine and model of care (including checks on name, date of birth, address and, where indicated, photo ID and face‑match).

• Support continuity of care, including (where clinically appropriate and with consent) sharing relevant information with NHS services and the patient's usual care team.

• Implement appropriate technical and organisational measures to protect the confidentiality, integrity and availability of patient data.

3.2 Ongoing programme support and end-to-end support

Members will:

• Prioritise end to end support, not "click‑through" or one‑off transactional prescribing.

• Design end‑to‑end services across the whole patient journey, including appropriate onboarding, follow‑up, monitoring of outcomes and, where needed, safe discontinuation or referral.

• Implement clear protocols to recognise and support vulnerable groups and patients with complex needs, referring to in‑person or specialist care where digital channels alone are not safe or sufficient.

3.3 Responsible and transparent communication

Members will:

• Provide clear, balanced information on risks, benefits, alternatives and limitations of digital care, supporting informed patient choice.

• Communicate with patients, partners, regulators and the public in ways that are honest, accurate, balanced and non‑misleading.

• Ensure that marketing, social media and influencer activity is clearly identified, responsible and always aims for compliance with relevant MHRA and ASA rules on health claims, imagery and influencer, and has process and guardrails in place to rectify unintentional breaches.

• Ensure comparative claims about other providers are objective, evidence‑based and fair, and do not bring CoRDH into disrepute.

4. Member commitments in practice

By subscribing to this Code, each CoRDH member commits to:

1. Embed the principles of this Code in their internal policies, training and governance arrangements.

2. Maintain clear, accessible information for patients about:

• who is providing their care;

• how to contact the service;

• how decisions are made and documented; and

• any material limitations of digital channels.

4. Participate in shared learning, including anonymised data, case studies and best practice, to help CoRDH improve practice across the sector.

Use CoRDH membership and any associate kite‑mark responsibly, and not in ways that mislead patients, overstate regulatory endorsements or disparage other