Delhi drug department asks pharmacies to remove misleading discount ads

Pharmacies in Delhi advertising medicine discounts of up to 80% have been asked by the Drugs Control Department to remove claims it considers unrealistic, exaggerated, false, misleading or vague.

In an advisory issued on August 17, the department directed licensed pharmacies and medical stores across Delhi to ensure that any discount they offer can be verified through sale bills and purchase records. It also asked them to procure medicines only from drug licence holders, distributors and wholesalers.

The department said selling medicines below the maximum retail price is not prohibited. Its concern is with promotional boards or banners carrying unclear or inflated claims, particularly where the advertised discount appears to take the price below what the seller paid manufacturers or authorised distributors.

The advisory cites signage advertising discounts of 60%, 70% and 80%. It also refers to a June 19 Kerala High Court ruling that upheld action against misleading or vague discount boards while recognising legitimate below-MRP sales.

The direction allows genuine discounts, provided stores can substantiate the reduced price with their sales and purchase records and source medicines through authorised channels.