Visually identifying falsified medicines is practically impossible

The latest survey conducted by the Latvian Medicines verification organisation (LZVO) and the research centre SKDS shows that one in seven people in Latvia mistakenly believe they could tell fake medicines from genuine ones by looking at them. Experts remind that modern falsified medicines can be manufactured so precisely that their actual composition can only be determined through laboratory testing, not by examining the packaging or appearance of the tablets. LZVO reminds that prescription medicines may only be prescribed by a doctor, and the only safe place to purchase them is a licensed pharmacy.

Today, falsified medicines are manufactured with such precision that it is practically impossible to distinguish them visually from genuine medicines. Falsified products can be almost identical in both packaging and tablet appearance, while their actual composition can only be determined in a laboratory. It is also important to note that operators of illegal online sales actively seek out new victims through social media, classified advertising websites and fake online pharmacy websites.

The survey clearly demonstrates that the public's ability to identify falsified medicines is very limited: only 15% of respondents believe they could distinguish falsified prescription medicines from genuine ones, 16% are not sure whether they could identify a falsified product, while 69% admit that they would not be able to do so. Furthermore, 34% of people in Latvia have never heard the term “falsified medicines”, while almost half - 49% of respondents aged 25 to 34 are unaware of this risk. These findings show that a large part of the public is unaware of how difficult it is to identify falsified medicines and how easily people can fall victim to illegal online sellers, especially when looking for medicines online at a lower price.

 Inese Erdmane, Chairwoman of the Board of LZVO, emphasizes: “Although more than 80% of respondents acknowledge that they would be afraid to purchase falsified medicines if they were bought outside licensed pharmacies, 11%, or approximately one in ten people, say that this would not concern them. The survey shows that some people still believe that a falsified medicine is simply one with illegally imitated packaging or a name."

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
• One in five residents would buy prescription medicines outside pharmacies - 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.