Government regulates procedure for providing marketing services in the sphere of circulation of medicinal products

The Government has regulated the provision of marketing services in the sphere of the circulation of medicinal products. Such services may be provided by pharmacies to manufacturers and importers of medicines exclusively on a voluntary basis. It is prohibited to initiate or demand marketing services as a mandatory condition of cooperation. This refers to transparent tools for promoting preparations at points of sale – information provision, placement of materials, or participation in loyalty programmes – without influencing the composition, quality, or price of medicinal products.

The decision creates equal conditions for competition among manufacturers, particularly Ukrainian ones, and allows for the legal and transparent promotion of medicines that are more affordable in price, which were previously often less visible to consumers. At the same time, the launch of the National Price Catalogue makes it impossible to use marketing as a tool for covertly increasing the cost of medicines: the declared prices are fixed, and promotion becomes a mechanism for informing and improving accessibility for patients.