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 The Bangalore District Druggists and Chemists Association (BDCDA) has raised concerns about the growing proliferation of anti-competitive and non-compliant pharmaceutical advertising campaigns being conducted by unregulated online pharmacy outlets. It has called on the Competition Commission of India (CCI) for immediate action from regulatory bodies and digital platforms to monitor, investigate, and curb these violations to protect consumers and uphold ethical advertising practices.
According to the BDCDA, these unauthorized digital platforms are engaging in aggressive marketing tactics that violate established pharmaceutical advertising standards, mislead consumers, and distort fair market competition.
The Association warns that such unchecked practices pose serious risks to public health, undermine trust in the pharmaceutical industry, and threaten the integrity of regulated healthcare systems.
B Thirunavukkarasu, president, BDCDA, in a communication to Ravneet Kaur, chairman, CCI, highlighted the alarming breach of public health ethics. “These campaigns by Medplus retail chain of medical stores are primarily through Facebook, Instagram, WhatsApp, and mobile apps. This is systematically undermining India's regulated ecosystem for prescription drugs.
The consequences are twofold. One, it endangers consumers by side-lining the crucial role of licensed community pharmacists. Second, these serve as a primary catalyst for several escalating threats. The will lead to irrational self-medication, which accelerates antimicrobial resistance (AMR). Besides, it also proliferates counterfeit medicines, and the growing potential for drug abuse with habit-forming substances, pointed out Thirunavukkarasu.
Stating that BDCDA has launched a nationwide initiative titled “War Against Counterfeit Medicines, which is termed as ‘A National Public Health Terrorism’, he said the commitment is to uphold the integrity of India’s pharmacists’ community and the pharmaceutical supply chain from manufacturer to consumer, built on trust.
The efforts of ethical dispensing is now undermined by platform-based price wars. For decades, brick-and-mortar medical stores have been dispensing medicines strictly against valid prescriptions issued by Registered Medical Practitioners (RMPs) and duly stamping them in compliance with Rule 65(II)(C) of the Drugs & Cosmetics Rules, 1945. This vital safeguard ensures accountability, auditability, and patient safety. In stark contrast, the digital advertising ecosystem is now saturated with mobile apps and social media influencers functioning without essential regulatory checks, freely promoting and facilitating medicine sales without professional oversight, pointed out the BDCDA chief adding that it is a psychological damage to public health and consumer perception.
These digital ads employ emotional bait, fear triggers, urgency language, and financial anxiety, brand dilution to manipulate consumer behaviour. The impact is far-reaching as physical store pharmacists are unfairly portrayed, said Thirunavukkarasu.
Now we call upon CCI to conduct a detailed legal investigation into the functioning, algorithms, and pricing models of unregulated online pharmacy players and Medplus retail chain of medical stores and their affiliated advertising networks. There is a need to invoke appropriate powers under Sections 3 and 4 of the Competition Act to initiate legal proceedings and issue interim restraint orders against violators. Further immediate suspension of ad campaigns involving Schedule H/H1 medicines lacking proper prescription safeguards needs to be done. Also we see the need to establish a dedicated Social Media and Digital Platform Monitoring Cell, comprising representatives from: Narcotics Control Bureau, Indian Cyber Crime Coordination Centre, Department of Consumer Affairs, National Pharmaceutical Pricing Authority, Central Drugs Standard Control Organization, Advertising Standards Council of India, State Food Safety & Drug Administration and Pharmacy Council of India (PCI), said Thirunavukkarasu.
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