According to a Client Alert from Wolf Theiss, the proceedings highlight growing concerns about how commercial practices across the OTC supply chain may be shaping consumer choice, pricing and market access — issues that resonate beyond Hungary and into the wider European self-care market.
The first investigation centres on shelf-layout strategies and associated incentive schemes in pharmacies.
Regulators are examining whether prominent product placement, linked to financial or commercial inducements, may be unfairly excluding competing systemic painkillers from optimal visibility.
In a category in which brand recognition and point-of-sale positioning strongly influence purchasing decisions, such practices could significantly distort competition ... even without overt pricing co-ordination.
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