Pharmacy Daily | ‘Tis the season of giving…carefully

KEVIN Christopher, Advertising Compliance Manager at Consumer Healthcare Products (CHP) Australia, shares advice on responsible gifting of samples from pharmacists.

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As THE Christmas season approaches, pharmacies and consumer health brands often embrace the festive spirit by giving a little extra - whether that's gifts with purchase, bonus packs, or free product samples.

It's a wonderful time to build goodwill, strengthen customer relationships, and introduce consumers to new products.

But when it comes to sampling consumer therapeutic goods, the season of giving also comes with important regulatory strings attached.

Sampling might feel as harmless as slipping a candy cane into a Christmas bag, but therapeutic goods aren't confectionery.

Whether you're a pharmacist offering samples at the counter or a marketer planning a festive promotion, it's essential to understand the rules governing what can - and what cannot - be given away.

Under Australian therapeutic goods advertising regulations, samples of medicines - even low-risk over-the-counter products - are subject to strict restrictions.

Many medicines simply cannot be provided as free samples, full stop.

Others may only be sampled under tightly controlled circumstances.

And for therapeutic goods that can be sampled, any accompanying material must comply with the Therapeutic Goods Advertising Code.

That means no overstated benefits, no claims that encourage inappropriate or excessive use, and no messaging that could mislead consumers about safety or efficacy.

For pharmacists, this is especially important.

Customers often trust recommendations made during the busy Christmas rush, when people may be stressed, distracted, or seeking quick solutions.

A free sample can feel like a helpful gesture, but it may inadvertently lead to misuse, misunderstanding, or perceived endorsement that crosses regulatory boundaries.

Marketers also need to think twice before adding freebies to festive campaigns.

A Christmas-themed promotion that looks fun and generous could unintentionally breach sampling rules, particularly if it encourages consumers to "stock up" or try a product in a way that implies therapeutic benefit.

This season, generosity is welcome - just be sure it's compliant.

If you're planning to give something away, double-check whether you can, how it must be presented, and what claims or impressions the sample might create.

A thoughtful, compliant approach keeps your brand off the regulator's naughty list.

For a limited time, AdCheck is giving Pharmacy Daily readers who sign up for more consumer healthcare advertising insights a free copy of CHP Australia's Digital & Social Media Advertising Guidelines - click HERE.