Online shopping is convenient, and no one can deny that; however, in the realm of medicine, that convenience has a high price. The anti-competitive and non-compliant nature of pharmaceutical advertising is becoming a breeding ground in the online pharmaceutical space in India. An increasing number of unregulated online drug stores are advertising aggressively with no accountability. Patient safety, ethical retail, and the foundation of a regulated healthcare ecosystem are threatened by the slick mobile banners behind the curtain.
The Bangalore District Druggists and Chemists Association (BDCDA) has seen it all. The group has gone legal and reported its concern to the Competition Commission of India (CCI). They claim that unauthorized platforms are actively breaking advertising norms, creating distorted and deceptive market narratives.
BDCDA President B. Thirunavukkarasu laid it bare in a recent letter to CCI Chairperson Ravneet Kaur. He called out promotional campaigns, particularly by the Medplus chain that run wild on Facebook, WhatsApp, Instagram, and app stores. He accused these campaigns of saying they skirt regulation and bulldoze through public health ethics. Two problems are alarming with this. First, these online pharmacies are sidelining licensed community pharmacists, the ones who check prescriptions, catch errors, and keep consumers safe. Second, the unchecked rise of online promotions is now a breeding ground for bigger threats like self-medication, drug misuse, fake meds, and a dangerous spike in antimicrobial resistance.
Thirunavukkarasu detailed the consequences with concern. Because of emotional manipulation in ads, fear-based triggers, and false urgency, the public is slowly forgetting the value of trained professionals behind the counter. Apps are promoting prescription meds through influencers and discount pushers. No RMP oversight, stamp, verification, just swipe, buy, and repeat.
BDCDA warns of “psychological damage to public health” as a result of digital manipulation tactics. The BDCDA is not stopping complaints. They have demanded that the CCI launch a detailed legal investigation. This includes a forensic look into the pricing algorithms, backend operations, and ad delivery systems of unregulated sites, Medplus, and its affiliates.
They want the Commission to flex its powers under Sections 3 and 4 of the Competition Act, issue restraint orders, and bring back control over pharma ads. Specifically, they demand a freeze on campaigns promoting Schedule H/H1 drugs without prescriptions.
BDCDA wants a full-fledged Social Media and Digital Platform Monitoring Cell to include:
- Narcotics Control Bureau
- Indian Cyber Crime Coordination Centre
- Central and State Drug Authorities
- National Pharmaceutical Pricing Authority
- Pharmacy Council of India
- Department of Consumer Affairs
- ASCI (Advertising Standards Council of India)
Together, these agencies could restore the checks and balances that once kept public trust intact. The bottom line is that medicine is not another product. Selling it like candy with big banners, 30-minute timers, and smiling influencers trivializes the risks. Yes, technology must evolve, but so should the guardrails that protect people.
