{"id":865074,"date":"2026-02-02T09:05:34","date_gmt":"2026-02-02T07:05:34","guid":{"rendered":""},"modified":"2026-02-02T09:05:34","modified_gmt":"2026-02-02T07:05:34","slug":"ukraine-tightens-rules-on-pharmacy-marketing-services-post-sale-price-adjustments-and-promotional-practices-for-medicines","status":"publish","type":"post","link":"https:\/\/new.eba.com.ua\/en\/ukraine-tightens-rules-on-pharmacy-marketing-services-post-sale-price-adjustments-and-promotional-practices-for-medicines\/","title":{"rendered":"Ukraine tightens rules on pharmacy marketing services, post sale price adjustments and promotional practices for medicines"},"content":{"rendered":"<p>Ukraine has\u00a0adopted a package of reforms that materially reshape commercial, promotional and pricing practices\u00a0across the pharmaceutical supply chain in order to improve affordability, strengthen transparency in retail, and align non\u2011advertising \u201cpromotion\u201d practices with EU-style compliance standards.<\/p>\n<p>The main new acts include:<\/p>\n<ul>\n<li><a class=\" external-link\" href=\"https:\/\/gbr01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fzakon.rada.gov.ua%2Flaws%2Fshow%2F4239-20%23n78&amp;data=05%7C02%7COksana.Tyutyunnyk%40cms-cmno.com%7C3b5f1deb1e6e42be9a0508de543ebe77%7C8ddab29711af4f76b704c18a1d2b702f%7C0%7C0%7C639040825762619413%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&amp;sdata=UltAdbStR2L5YjFgWXkW74h%2FoAisJJPEduy5yYR9TQ4%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\">Law No. 4239\u2011IX (12 Feb 2025)<\/a>\u00a0\u2013 a legislative framework for pharmacy marketing\/promotion services and post\u2011sale price adjustments.<\/li>\n<li><a class=\" external-link\" href=\"https:\/\/gbr01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fzakon.rada.gov.ua%2Flaws%2Fshow%2F1759-2025-%25D0%25BF%23Text&amp;data=05%7C02%7COksana.Tyutyunnyk%40cms-cmno.com%7C3b5f1deb1e6e42be9a0508de543ebe77%7C8ddab29711af4f76b704c18a1d2b702f%7C0%7C0%7C639040825762649740%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&amp;sdata=vfRHNiYx99chR25WNvFUm5t8rRRyfMBT4yleMjhFW70%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\">CMU Resolution No. 1759 (26 Dec 2025)<\/a>\u00a0\u2013 a detailed procedures for marketing, promotion and other services in retail pharmacy premises, and post\u2011sale price reduction mechanisms (e.g. credit notes, deferred discounts, bonuses, etc.).<\/li>\n<li><a class=\" external-link\" href=\"https:\/\/gbr01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fmoz.gov.ua%2Fuk%2Fdecrees%2Fnakaz-moz-ukrayini-vid-13-01-2026-39-pro-zatverdzhennya-zmini-do-planu-diyalnosti-ministerstva-ohoroni-zdorov-ya-ukrayini-z-pidgotovki-proyektiv-regulyatornih-aktiv-na-2026-rik&amp;data=05%7C02%7COksana.Tyutyunnyk%40cms-cmno.com%7C3b5f1deb1e6e42be9a0508de543ebe77%7C8ddab29711af4f76b704c18a1d2b702f%7C0%7C0%7C639040825762675958%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&amp;sdata=8XEF%2FqvmDw8UzyFMRMH7ahbKsQYYeULh2laQaAfhzU4%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\">MOH Order No. 962 (12 Jun 2025)<\/a>\u00a0\u2013 Guideline on Good Promotional Practice (GPP)\u00a0for medicines.<\/li>\n<\/ul>\n<p>On 13 Jan 2026, the\u00a0SMDC also <a class=\" external-link\" href=\"https:\/\/gbr01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fwww.dls.gov.ua%2Ffor_subject%2F30-%25D0%25B3%25D1%2580%25D1%2583%25D0%25B4%25D0%25BD%25D1%258F-2025-%25D1%2580%25D0%25BE%25D0%25BA%25D1%2583-%25D0%25BD%25D0%25B0%25D0%25B1%25D1%2583%25D0%25BB%25D0%25B0-%25D1%2587%25D0%25B8%25D0%25BD%25D0%25BD%25D0%25BE%25D1%2581%25D1%2582%25D1%2596-%25D0%25BF%25D0%25BE%25D1%2581%25D1%2582%25D0%25B0%25D0%25BD%25D0%25BE%2F&amp;data=05%7C02%7COksana.Tyutyunnyk%40cms-cmno.com%7C3b5f1deb1e6e42be9a0508de543ebe77%7C8ddab29711af4f76b704c18a1d2b702f%7C0%7C0%7C639040825762702233%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&amp;sdata=ONWResyK%2B5p7%2BX8giTj0AOQcqDU3fn7O7cm9xZ95wcM%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\">announced<\/a>\u00a0the\u00a0reporting format and requirement for market players to submit information on pharmacy marketing services.<\/p>\n<p>Below is a practical breakdown of what changes for manufacturers and importers and their interactions with retailers and HCP\u2011facing functions.<\/p>\n<h4 role=\"heading\" aria-level=\"2\"><strong>Marketing and promotion services in pharmacies: regulated re opening with strict boundaries<\/strong><\/h4>\n<p>CMU Resolution No. 1759 introduces a comprehensive Procedure and conditions defining what types of services that can be contracted in pharmacy retail premises and under what restrictions.<\/p>\n<p><strong>Permitted counterparties<\/strong><\/p>\n<p>Marketing services may be contracted only between:<\/p>\n<ul>\n<li>licensed manufacturers or importers of finished medicines; and<\/li>\n<li>licensed retail pharmacy businesses.<\/li>\n<\/ul>\n<p>No other actors (e.g. wholesalers, unlicensed affiliates of the retailer) can be a contracting party.<\/p>\n<p><strong>Broad definition of \u201cmarketing services\u201d<\/strong><\/p>\n<p>Marketing services cover a wide range of retail-store activities, including:<\/p>\n<ul>\n<li>stimulating sales and dispensing;<\/li>\n<li>implementing pricing policy;<\/li>\n<li>ensuring availability and presence of products; and<\/li>\n<li>\u201cany other services\u201d connected to supplying the end consumer.<\/li>\n<\/ul>\n<p>This broad scope requires careful classification of any retail-location collaboration.<\/p>\n<p><strong>Mandatory annual reporting (by 20 January)<\/strong><\/p>\n<p>Manufacturers and importers must report the following to the SMDC:<\/p>\n<ul>\n<li>all relevant agreements;<\/li>\n<li>counterparties, date, subject, price;<\/li>\n<li>sales volume;<\/li>\n<li>marketing spend.<\/li>\n<\/ul>\n<p><strong>Format<\/strong>: <a class=\" external-link\" href=\"https:\/\/gbr01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fwww.dls.gov.ua%2Ffor_subject%2F30-%25D0%25B3%25D1%2580%25D1%2583%25D0%25B4%25D0%25BD%25D1%258F-2025-%25D1%2580%25D0%25BE%25D0%25BA%25D1%2583-%25D0%25BD%25D0%25B0%25D0%25B1%25D1%2583%25D0%25BB%25D0%25B0-%25D1%2587%25D0%25B8%25D0%25BD%25D0%25BD%25D0%25BE%25D1%2581%25D1%2582%25D1%2596-%25D0%25BF%25D0%25BE%25D1%2581%25D1%2582%25D0%25B0%25D0%25BD%25D0%25BE%2F&amp;data=05%7C02%7COksana.Tyutyunnyk%40cms-cmno.com%7C3b5f1deb1e6e42be9a0508de543ebe77%7C8ddab29711af4f76b704c18a1d2b702f%7C0%7C0%7C639040825762728580%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&amp;sdata=oKZ5bWVImV9rU5IYSMK93NLQaMNo6%2FHRKpakUMAAPnM%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\">published<\/a> by SMDC on 13 Jan 2026.<\/p>\n<p><strong>Periodicity<\/strong>:\u00a0annual reporting, but in quarterly breakdown.<\/p>\n<p><strong>Transitional rule<\/strong>:\u00a0for 2025 \u2013 only for marketing services provided on 30\u201331 December 2025.<\/p>\n<p><strong>18% quarterly cap<\/strong><\/p>\n<p>A manufacturer and importer\u2019s total quarterly spend on marketing and promotion services under such agreements must not exceed 18% (ex VAT) of total quarterly sales of medicines on the Ukrainian customs territory, calculated for the previous quarter. Companies with portfolios containing <strong>seasonal medicinal products<\/strong> should pay particular attention to planning and monitoring, as fluctuating quarterly sales volumes will directly affect the cap and may constrain spend in subsequent periods.<\/p>\n<p>This requires active monitoring and internal financial controls.<\/p>\n<p><strong>Voluntary basis and anti coercion rule<\/strong><\/p>\n<p>Marketing services must not be mandatory. Parties cannot do the following:<\/p>\n<ul>\n<li>require such services as a condition of cooperation; or<\/li>\n<li>make supply conditional on agreeing to such arrangements.<\/li>\n<\/ul>\n<p><strong>Key prohibitions<\/strong><\/p>\n<p>Marketing services cannot be linked to:<\/p>\n<p>\u2022\u00a0\u00a0\u00a0\u00a0Rx medicines (except limited \u201cavailability at point of sale\u201d services);<\/p>\n<p>\u2022\u00a0\u00a0\u00a0\u00a0reimbursed medicines (with narrow exceptions for specific PSP formats);<\/p>\n<p>\u2022\u00a0\u00a0\u00a0\u00a0payments for actual dispensing and sales to end consumers (subject to limited permissible price reduction measures).<\/p>\n<p><strong>Patient Support Programmes (PSPs) \u2013 carve-outs and safeguards<\/strong><\/p>\n<p>The Regulation:<\/p>\n<ul>\n<li>separates certain PSP activities from \u201cmarketing services\u201d;<\/li>\n<li>allows unlicensed third-party providers for PSPs (e.g. administrators of PSPs);<\/li>\n<li>introduces guardrails to prevent short-term PSPs of medicines requiring long term use (for chronic diseases).<\/li>\n<\/ul>\n<h4><strong>Post sale price reductions (credit notes, deferred discounts, bonuses):\u00a0<\/strong><\/h4>\n<p><strong>Permitted uses and compliance rules<\/strong><\/p>\n<p>Resolution 1759 also establishes a formal Procedure for post sale price adjustments, expressly covering:<\/p>\n<ul>\n<li>deferred discounts;<\/li>\n<li>credit notes;<\/li>\n<li>bonuses;<\/li>\n<li>reverse price corrections;<\/li>\n<li>and similar mechanisms.<\/li>\n<\/ul>\n<p><strong>Cross cutting principles<\/strong><\/p>\n<p>Any use of post sale price adjustments must comply with the following principles:<\/p>\n<ul>\n<li>transparency;<\/li>\n<li>non-discrimination;<\/li>\n<li>preventing corruption and abuse;<\/li>\n<li>confidentiality;<\/li>\n<li>patient-interest safeguards (including in PSPs).<\/li>\n<\/ul>\n<p><strong>Permitted purposes (effectively a closed list):<\/strong><\/p>\n<ul>\n<li>expiry or near-expiry products, quality defects, withdrawals;<\/li>\n<li>FX fluctuation compensation;<\/li>\n<li>measures aimed at (and leading to) reducing end-consumer prices;<\/li>\n<li>charitable programmes;<\/li>\n<li>reducing a price recorded in the National Price Catalogue (as per the respective Procedure);<\/li>\n<li>compliance with public authority decisions;<\/li>\n<li>documented shortages during supply;<\/li>\n<li>reductions for public procurement by health-care institutions and local administrations, and for sourcing by charities;<\/li>\n<li>compensation for losses from Russia\u2019s armed aggression (e.g. compensation of value of produces at warehouses destroyed by Russian attacks).<\/li>\n<\/ul>\n\t<blockquote class=\"animate-block animate-block--before animate-block--to-right\">\n\t\tThe Regulation does not affect post-sale price corrections if it leads to price increases (e.g. debit notes issued in line with internal transfer pricing policies of groups). \n\t<\/blockquote>\n\n<h4><strong>Good Promotional Practice (GPP):\u00a0<\/strong><\/h4>\n<p><strong>Comprehensive rule book for non advertising promotion<\/strong><\/p>\n<p>MOH Order No. 962 provides an official GPP framework, which is a major shift for MAHs and affiliates. The GPP covers:<\/p>\n<ul>\n<li>promotional materials and claims;<\/li>\n<li>medical representative visits;<\/li>\n<li>samples;<\/li>\n<li>scientific and educational events;<\/li>\n<li>hospitality restrictions;<\/li>\n<li>integrity, documentation and oversight standards.<\/li>\n<\/ul>\n<h4><strong>What manufacturers and importers should do in 2026<\/strong><\/h4>\n<p><strong>1. Re-map pharmacy-facing commercial models<\/strong><\/p>\n<ul>\n<li>Distinguish marketing services (retail location), promotion, and advertising (separate rules).<\/li>\n<li>Ensure pharmacy services fall within the permitted counterparty circle.<\/li>\n<\/ul>\n<p><strong>2. Integrate the \u201c18% cap\u201d into controls<\/strong><\/p>\n<ul>\n<li>Build quarterly tracking aligned to the Resolution\u2019s definition of sales.<\/li>\n<li>Update templates and approvals to require compliance data and evidence.<\/li>\n<\/ul>\n<p><strong>3. Prepare for SMDC reporting<\/strong><\/p>\n<ul>\n<li>Create a unified dataset for contracts, spend and sales data.<\/li>\n<li>Address multi-period contracts and mixed-subject agreements (pricing methodology for allocating marketing value).<\/li>\n<\/ul>\n<p><strong>4. Review all post sale price adjustments<\/strong><\/p>\n<ul>\n<li>Map all mechanisms to a permitted purpose.<\/li>\n<li>Ensure proper supporting documentation.<\/li>\n<li>Test compliance with transparency and non-discrimination rules.<\/li>\n<\/ul>\n<p><strong>5. Align promotion policies with GPP<\/strong><\/p>\n<ul>\n<li>Update SOPs for materials, visits, samples, events.<\/li>\n<li>Refresh medical representative training and monitoring processes.<\/li>\n<\/ul>\n<p>For more information on Ukraine\u2019s pharmaceutical chain reforms, contact your CMS client partner or the CMS expert: <a class=\" external-link\" href=\"https:\/\/cms.law\/en\/ukr\/people\/borys-danevych\" target=\"_blank\" rel=\"noopener\" aria-describedby=\"audioeye_new_window_message\">Borys Danevych<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-709424\" src=\"https:\/\/new.eba.com.ua\/wp-content\/uploads\/2026\/02\/CMS_3_02022026-300x88.png\" alt=\"\" width=\"699\" height=\"205\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ukraine has\u00a0adopted a package of reforms that materially reshape commercial, promotional and pricing practices\u00a0across the pharmaceutical supply chain in order to improve affordability, strengthen transparency in retail, and align non\u2011advertising \u201cpromotion\u201d practices with EU-style compliance standards. The main new acts include: Law No. 4239\u2011IX (12 Feb 2025)\u00a0\u2013 a legislative framework for pharmacy marketing\/promotion services and [&hellip;]<\/p>\n","protected":false},"author":4489,"featured_media":860766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[15576,15575],"tags":[],"class_list":["post-865074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-and-articles-en","category-news-and-articles-from-companies-en","company-16421"],"_links":{"self":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts\/865074","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/users\/4489"}],"replies":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/comments?post=865074"}],"version-history":[{"count":0,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/posts\/865074\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/media\/860766"}],"wp:attachment":[{"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/media?parent=865074"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/categories?post=865074"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.eba.com.ua\/en\/wp-json\/wp\/v2\/tags?post=865074"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}