The Delhi Drugs Control Department has warned pharmacies and medical stores against advertising unrealistic or misleading discounts of up to 60, 70 or 80 per cent on medicines.
In an advisory to chemist associations, the department said it had noticed retail pharmacies displaying promotional boards, banners and advertisements carrying claims such as “UP TO 60%/70%/80% DISCOUNT”.
The department clarified that pharmacies are permitted to sell medicines below their Maximum Retail Price (MRP). However, any discount advertised to customers must be genuine, transparent and actually available.
Pharmacies have been advised against making “unrealistic, exaggerated, false, misleading or vague” claims about medicine prices or discounts, including those used to promote prescription medicines. They must also be able to verify advertised discounts through sale bills and purchase records and procure medicines from licensed distributors and wholesalers.
The department said unusually steep discounts, particularly claims suggesting medicines are being sold below the purchase price from manufacturers or authorised distributors, could raise questions about the genuineness of the offer and the source of procurement.
“Medicines are not ordinary consumer goods. They are essential healthcare products directly connected with the health and well-being of patients,” the department said, stressing the need for transparency and ethical conduct.
The advisory cites a June 19, 2026 Kerala High Court judgment that upheld regulatory action against misleading pharmacy discount boards while recognising that medicines can legitimately be sold below MRP.
The court held that the regulatory action did not prohibit discounts but sought to prevent misleading or vague advertisements that could cause customers to believe they would receive a larger discount than what was actually offered.
The Delhi department has asked chemist associations to sensitise their members about the advisory. Retail pharmacies and medical stores have been urged to comply in the interest of transparency, consumer protection and prevention of misleading commercial practices.