ABSTRACT
Is it ethical to promote the sale of medicines? Conversely, is any attempt to limit promotion a restraint of trade? In April 2004, the Medicines and Healthcare products Regulatory Agency issued a warning to manufacturers and retailers that they were unhappy about 'multibuy' offers on certain Over the Counter medicines. Before the Medicines Act 1968, most medicines were controlled as 'poisons' which accurately reflected their capacity to both kill and cure human disease and ailments. By the late 1990s, however, the UK had eagerly welcomed the push from Europe to sweep away restrictive practices, open up 'closed shops' and stimulate competition. The concept of competition is now perceived as good in itself. Consumers are anticipated always to benefit from reduced prices no matter what effect that may have on marginal shops and suburban general stores or on the prices paid to primary producers. The Office of Fair Trading also turned its attention to the pharmacy Code of Ethics.
