Delhi bans pharmacies from advertising

Delhi's Drugs Control Department has directed all city pharmacies to cease advertising unrealistic and exaggerated discounts on medicines. The advisory, issued on August 17, states that claims of discounts as high as 80% raise serious concerns about the genuineness and source of the drugs being sold.

Officials said the department is examining whether such advertisements improperly influence consumers without providing clear information about actual prices. Selling medicines below their maximum retail price is not illegal, but advertisements carrying vague or exaggerated discount claims are now under scrutiny.

Questions on sourcing and authenticity

"Unrealistic and exaggerated discount claims on pharmaceutical products, i.e." the department's advisory stated. A department official, who asked not to be named, linked the action directly to health concerns.

"There have been concerns raised on the sourcing of medicines when some pharmacies are selling medicines on exaggerated discounts of 70% to 80%," the official said. "As this could be a health concern for patients, we have taken this step."

The advisory emphasizes that medicines are essential healthcare products connected directly with patient health. Their sale requires a higher degree of responsibility and ethical conduct than ordinary consumer goods.

Regulatory precedent from Kerala

The Delhi directive cites a June 19 judgment from the Kerala High Court. That court upheld regulatory action against misleading discount boards while recognizing that genuine sales below MRP are permitted. Citing this precedent, the Delhi department noted that several city pharmacies have been displaying promotional boards claiming discounts of "up to 60%/70%/80%."

New requirements for pharmacies

Pharmacies have been directed to ensure any discounts offered are genuine, transparent, and verifiable through sale bills and purchase records. The department also mandated that medicines must be procured only from genuine drug licence holders, distributors, and wholesalers. The move targets the growing presence of pharmacy chains offering discounts ranging from 20% to 80% on medicines.

The advisory, accessed by Hindustan Times, directs all licensed pharmacies to refrain from displaying or publicising false, misleading, or vague claims regarding medicine prices. The directive aims to bring greater transparency to a critical sector where patient safety is most important.