Medicine and Public Health

Methods: A mixed-methods approach was used, combining a review of national and European legislation, an analysis of GIF decisions suspending OTC medicine advertisements issued between 2010 and 2024, and a survey conducted among 204 adult residents of the Miechów district in Poland. Participation was anonymous and voluntary, and the questionnaire consisted of single-choice closed-ended questions.

Results: The analysis of GIF decisions demonstrated that the most frequent grounds for intervention were misleading advertising, non-objective presentation of medicinal products, and unlawful appeals to authority figures. Survey findings showed that respondents were widely exposed to OTC advertising, primarily through television. Although most participants reported limited influence of advertising on their purchasing decisions, a substantial proportion—particularly among older adults—acknowledged purchasing medicines under its influence. The study also revealed significant misunderstandings of advertising claims relating to medicine safety and pharmacological properties, as well as a widespread perception that the volume of OTC advertising is excessive

Conclusions: OTC drug advertising exerts a moderate but measurable influence on consumer behaviour and may contribute to self-diagnosis and unnecessary pharmacotherapy. The findings highlight the need for enhanced patient health education, stronger oversight of advertising practices—especially in digital environments—and more effective enforcement of pharmaceutical advertising regulations.