February 24, 2012

The bill aims to ban all advertising Medicine , Currently being prepared by Sergey Kalashnikov, chairman of the Duma Committee on Health. In his opinion, such a bill wean Russians from self . Now the law allows promote only those products, the sale of which is carried out without recipe But they make up half of the retail market. If the relevant legislation will still be accepted, analysts predict increase in drug prices in view of the fact that pharmaceutical companies will have to spend more money to promote their products.

Sam Sergei Kalashnikov said that he personally, as well as co-sponsors of the bill in favor of a total ban on advertising drugs. "Drugs should be prescribed only on doctor's advice, otherwise people will increasingly resort to self-medication, including, and through advertising. But some drugs against Flu For example, the bill may not affect "- explains Kalashnikov. At the moment, the list of drugs that can be advertised, is under discussion, but these issues must deal with the Ministry of Health. The very same Ministry of Health would be willing to comment on the situation only after the introduction of the new legislation.

Advertising of OTC medicines is now permitted. The drugs sold by prescription, may be advertised only in specialized publications. According to experts, the results of last year, the market for drugs, nonprescription, amounted to slightly more than 8 billion. Dollars, and at retail had 7, 8 billion. In this case the law on advertising and now spelled out strict requirements for the advertising of medicines: It is forbidden to use the image of a doctor, and you need to talk about the presence of side effects .

According to Herman Inozemtsev, director of strategy and development of the market research firm Synovate Comcon, advertising must be regulated, but without extremes. In Europe there is no country where advertising of OTC drugs would be banned, and light conditions where people are able to buy the necessary medication without a prescription.

Alexander Kuzin, Commercial Director of "Rigla" I am sure that much influence the rejection of all advertising of drugs in the pharmacy network will not refuse. "The ban advertising of drugs can lead to heating demand in other market segments, for example, can significantly grow sales BUD "- Said Kuzin. At the same time, he noted, which may complicate the life of a manufacturer who are engaged in introducing new products to the market.

Rising drug prices is likely to be the result of an expensive release them to the market. At the moment, advertising is one of the most effective ways to maintain sales and market entry. An increase in the cost of promotion will lead to the fact that manufacturers will lay in the cost of their expenses.