Counterfeit Awareness Warnings (CAW) for Over-the-Counter Medications

Abstract

Counterfeit medications pose serious public health risks, ranging from lack of active pharmaceutical ingredients to contamination, and in extreme cases, even death. To combat this problem, pharmaceutical companies employ anti-counterfeiting technologies, including covert and overt authenticity indicators. This study focuses on overt warning labels on consumer perceptions and awareness. The research investigates the effects of warning label types, colors, and symbol usage on consumer awareness and education. Consumer viewed over-the-counter (OTC) medication packaging with and without counterfeit awareness warning indicators (CAWs) and selected packaging properties they noticed first. While CAWs were selected less than one-quarter of time when present, there was a significant advantage when the CAW was red, employed a stop sign icon and appears prominently on the main package area. Further findings note that consumers are largely unaware of the presence or dangers of counterfeit medication and rely primarily on trust in the point of purchase to ensure safely.