A survey reveals concerning trends: residents would be willing to purchase medicines outside pharmacies, even without a doctor’s prescription
A survey of Latvian residents conducted in January 2026 by the Latvian Medicines Verification Organisation (LZVO) and the research center SKDS shows that more than half, or 56%, of respondents would consider purchasing prescription medicines without a doctor’s prescription if such an option were available. Additionally, 54% of respondents admit that if the necessary prescription medicines were not available in pharmacies, they would consider looking for them on internet websites.
In Latvia, residents can only purchase prescription medicines in person by presenting a prescription issued by a medical professional or an e-prescription, which the pharmacist can access in the E-health system. Several pharmacies also offer the option to order prescription medicines by phone or electronically; in such cases, the resident will have a consultation with a pharmacist and must verify their identity by logging in via internet banking, e-signature, or by providing a personal identification number. Each package of prescription medicine is marked with a unique code that the pharmacist verifies in the Latvian medicines verification system before dispensing, thereby guaranteeing the authenticity of the medicine.
Data from the LZVO and SKDS survey indicate that 71% of Latvian residents have used prescription medicines in the past six months, while in the age group over 64, as many as 89% of respondents answered affirmatively.
The survey results concern the question of whether residents would buy prescription medicines without a doctor’s prescription if given the opportunity. More than half, or 56%, of respondents admit they would consider purchasing prescription medicines without a prescription, indicating that some residents are willing to seek alternative, including illegal, ways of obtaining medicines.
Equally worrying are the results regarding the purchase of prescription medicines on internet sites (advertisements, social media, or websites found online) in situations where the necessary medicine is not available in pharmacies. 54% of respondents indicate they would consider buying medicines from online sources that are not pharmacies, which is a truly alarming indicator and suggests that some residents would be willing to take risks and use substances of unknown origin. LZVO reminds that if medicines are not available in pharmacies and it is not possible to provide alternatives with the same active substance, patients are always encouraged to consult their doctor about the appropriate course of action.
Inese Erdmane, Chairwoman of the Board of the Latvian Medicines Verification Organisation, emphasizes:
The survey shows that residents who relatively often use prescription medicines are considering purchasing them outside legal points of sale. The possible reasons for such behavior may vary - long waiting times for specialists, shortages of certain medicines, high prices, as well as a lack of information and critical thinking about how dangerous purchasing prescription medicines online can be. In today’s information-rich era, when anyone can seek help from artificial intelligence regarding their health condition and necessary medicines, people may start to think that a doctor’s consultation is not necessary and that their choice of medication is clear. Such situations can, of course, be truly dangerous, as only a doctor can adequately assess each patient’s health condition and decide on appropriate medical treatment.”
LZVO reminds that the only safe place to purchase prescription medicines is licensed pharmacies or healthcare institutions, as only the legal supply chain guarantees the authenticity of medicines. Thanks to the Latvian medicines verification system, prescription medicines dispensed in pharmacies and medical institutions are verified and authentic. This system, which operates throughout Europe, prevents counterfeit medicines from entering the legal supply chain.
About the survey: At the beginning of 2026, the Latvian Medicines Verification Organisation, in cooperation with the market and public opinion research center SKDS, conducted a survey of Latvian residents to determine habits related to purchasing prescription medicines. A total of 1,005 Latvian residents aged 18 to 75 were surveyed online across Latvia.
About LZVO: The association “Latvian Medicines Verification Organisation” (LZVO) was established in December 2016 with the aim of creating, maintaining, and managing the Latvian medicines verification system in accordance with the requirements of the European medicines verification system, the Falsified Medicines Directive, and the Delegated Regulation for stakeholders in the pharmaceutical sector. LZVO cooperates with all parties involved in the production and distribution of medicines, as well as with industry representatives and institutions in Latvia and across Europe.
