One in five residents would buy prescription medicines outside pharmacies

One in five residents in Latvia would consider purchasing prescription medicines through social media, forums, online sales platforms or outside licenced pharmacies, if the required medications could get more cheaply there, according to a January 2026 survey of Latvian residents conducted by the Latvian Medicines Verification Organisation (LZVO) and the research centre SKDS. Experts remind that prescription medicines may only be prescribed by a doctor, and the only safe place to obtain them is a licensed pharmacy.

In Latvia, residents can purchase prescription medicines only in person at licensed pharmacies by presenting a prescription issued by a healthcare professional or an e-prescription, which a pharmacist can view in the E-health system. A licensed pharmacy is one that has received a license from the State Agency of Medicines. Several pharmacies also offer the option to order prescription medicines by phone or electronically. In such cases, the resident will be provided with a consultation with a pharmacist, and identity verification will be required - via online banking, e-signature, or by providing a personal identification number. Each package of prescription medicine is marked with a unique code, which the pharmacist verifies in the Latvian medicines verification system before dispensing, thus guaranteeing the authenticity and safety of the medicine.

Survey data reveal that 19% of respondents would purchase prescription medicines from online websites if the required medicines could be obtained there more cheaply than in licensed pharmacies registered in Latvia. The results highlight a concerning trend - part of society is willing to entrust the choice of prescription medicines to someone who is not a doctor. About one third (28%) of Latvian residents admit they would use prescription medicines recommended or given by neighbors, friends, or colleagues, while nearly 15% would consider purchasing prescription medicines if advised to do so by someone they know, including influencers who are not medical professionals.

Inese Erdmane, Chairwoman of the Board of LZVO, emphasizes:

"The survey data show that part of society would rather carelessly consider buying and using prescription medicines recommended by friends, neighbors, colleagues, or even influencers. I would like to highlight once again that the use of medicines, especially prescription medicines, should only occur after a doctor’s examination and with treatment tailored to the individual.”

In the April 13 broadcast of the Latvian Radio program “Kā labāk dzīvot” (“How to Live Better”), industry experts – Inese Erdmane, cybersecurity researcher and programmer Elviss Strazdiņš, and Head of the Pharmaceutical Department of the Health Inspectorate Rihards Burmistris – all agreed that that the only safe place to purchase prescription medicines is a licensed pharmacy. Rihards Burmistris warned that currently around 40 000 online pharmacies can be found in the digital environment, about 95% of which are illegal. It is important to remember that the ability to purchase prescription medicines online without presenting a prescription is a serious red flag indicating that the pharmacy is not licensed. Experts also advise against purchasing medicines from websites outside the European Union.

At present, counterfeiters offer highly innovative online store solutions, including personal assistants, the use of official institutional logos, and the appearance of well-known individuals supposedly endorsing specific medicines to increase public trust. Cybercrime researcher Elviss Strazdiņš recommends paying special attention to the company listed on the invoice by checking its name in the Register of licensed pharmaceutical companies. The register includes information about licensed pharmacies, medicine and active ingredient manufacturers, distributors and importers, pharmaceutical wholesalers, as well as companies from EU and EEA countries that are licensed and have notified that they are starting wholesale distribution in Latvia. However, as Strazdiņš points out, even this is not a 100% guarantee, as fraudsters may also falsify invoices – therefore, the only safe place to purchase prescription medicines remains a licensed pharmacy.

LZVO reminds that the only safe places to obtain prescription medicines are 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 healthcare institutions are verified and authentic. This system, operating across 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. More survey results are available here: A survey reveals concerning trends: residents would be willing to purchase medicines outside pharmacies, even without a doctor’s prescription - LZVO

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.

The recording of the April 13 program "How to Live Better" can be listened to here: The Latvian Radio program "How to Live Better".