A free-pricing policy for non-prescription medicines is a determining factor for the effective function of a competitive market. Manufacturers are incentivised to innovate and offer the best value at an affordable price to people.
Free-pricing to offer the best value at an affordable price
This statement is supported by a number of empirical evidence, including policy recommendations by the European Commission. The European Commission Working group on Pricing and Reimbursement (2008), after a three-year consultation process, reached the conclusion that price competition can steer price evolution sufficiently well for non-reimbursable medicines, such as non-prescription medicines. It was, therefore, recommended that the EU Member States should abstain from controlling the prices of these medicines.