PAGB CEO Michelle Riddalls calls receiving OBE 'a major positive reinforcer'

She played a vital role during Brexit negotiations, ensuring continued access to OTC medicines in Northern Ireland

Michelle Riddalls, chief executive officer of PAGB—the Consumer Healthcare Association—has been honoured with an Officer of the Order of the British Empire (OBE) in the King's New Year Honours List 2025.

This recognition celebrates her outstanding contributions to advocating for the over-the-counter (OTC) medicines sector.

Speaking to Pharmacy Business, Riddalls expressed her excitement, saying, “It’s such a big positive reinforcer.”

“Making a difference and making things happen has always been a big driver. Since taking on this role at PAGB, I’ve been able to do that more, particularly around Brexit and medicines regulation.

“Receiving this award makes you realize the positive impact you’ve had and understand that it’s appreciated."

Riddalls played a vital role during Brexit negotiations, ensuring continued access to OTC medicines in Northern Ireland and supporting self-care initiatives across the UK.

She has provided oral evidence numerous times to the House of Lords Select Committee on the NI Protocol Bill and actively engaged with the Medicines and Healthcare products Regulatory Agency (MHRA) during the rollout of the Windsor Framework.

Her leadership contributed to the publication of a national self-care policy in 2023 and the re-establishment of the Reclassification Alliance, which aims to improve patient access to self-treatable products and reduce NHS prescribing costs.

Riddalls added: “This recognition is beyond anything I could have imagined receiving for doing a job that I am so passionate about, and I feel deeply honoured.

“Contributing to the self-care agenda and the role played by increased availability of OTC medicines in self-care gives me a personal sense of satisfaction and benefits consumers, GP practices and community pharmacy as well as the OTC medicines industry.”

Riddalls, who began her career in the OTC industry in 2001 in the regulatory field, shared that what she has always enjoyed about the sector is the immediate impact of her work in enhancing access to medicines and enabling people to self care.

One of her significant achievements was facilitating the reclassification of Viagra from a prescription-only medicine (POM) to a pharmacy (P) medicine, enabling men to access the medication directly from pharmacies.

Bas Vorsteveld, president of PAGB, praised Michelle’s courage and dedication, stating: “Since Michelle became chief executive in 2020, she has consistently gone above and beyond, contributing her own time disproportionately to supporting the UK government during Brexit as well as championing self-care. We thank her for courage, tenacity and tireless dedication.”