New Delhi, Aug 21: The Delhi Drugs Control Department has directed pharmacies and medical stores to avoid advertisements that make unclear, exaggerated or misleading claims about discounts on medicines.The department issued the advisory to chemist associations after taking note of promotional material in which some pharmacies reportedly advertised discounts of up to 60, 70 or 80 per cent on medicines.
Officials clarified that there is no general ban on selling medicines below their Maximum Retail Price (MRP). Pharmacies may offer lower prices, but any discount promoted to customers should be genuine and clearly available.The department said pharmacies should maintain bills and purchase records to support the discounts they advertise.
Retailers have also been advised to obtain medicines from authorised and licensed distributors and wholesalers.The advisory raises particular concerns about unusually large discounts that cannot be properly explained through normal procurement and pricing records. Authorities said such situations may warrant scrutiny of the source and authenticity of the medicines.
The department emphasised that medicines are essential healthcare products and therefore require greater transparency and responsibility in their sale and distribution.The advisory also refers to a June 19, 2026 Kerala High Court judgment, which dealt with regulatory action against pharmacy advertisements containing misleading or vague discount claims.
The Delhi department has asked chemist associations to inform their members about the directions and encourage pharmacies to follow them.The move is intended to protect consumers from misleading price claims while allowing pharmacies to continue offering genuine discounts below MRP.
