Delhi Chemists Warned Against Misleading 60-80% Medicine Discount Ads

Chemist shops and medical stores across Delhi have been warned by the drug control department against advertising steep discounts of 60 to 80 percent on medicines, flagging such promotions as potentially misleading.

The department issued an advisory to licensed pharmacies and medical stores in the city following complaints and observations of promotional boards, banners, and advertisements claiming discounts such as "up to 60, 70, 80 per cent".

Retailers have been instructed to ensure that any discounts advertised to customers are genuine and verifiable. The advisory stated that stores must refrain from displaying or publicising "unrealistic, exaggerated, false, misleading or vague" claims regarding medicine prices or discounts to boost the sale of prescription drugs.

In issuing the directive, the department referenced a Kerala High Court order passed in June. That ruling upheld regulatory action against misleading and vague discount boards while recognising that retailers are legally permitted to sell medicines below the maximum retail price (MRP).

The Delhi drug control department emphasised that although selling medicines below MRP is allowed, promotional advertisements that are vague or exaggerated can mislead consumers.