The Government regulates marketing services and medicine pricing tools for pharmacies

The Cabinet of Ministers of Ukraine, by Resolution No. 1759 dated December 26, 2025, has approved new procedures governing marketing and promotional services in pharmacies. These regulations also establish mechanisms to facilitate an actual reduction in purchase prices for medicines following the transfer of ownership.

KEY PROVISIONS

Spending Caps
Quarterly expenses by manufacturers and importers for marketing and promotional services in pharmacies are now capped at 18% (excluding VAT) of the medicine sales volume in Ukraine for the preceding reporting quarter.

Voluntary Basis
Marketing services must be provided on a voluntary basis. They cannot be made a mandatory condition for cooperation between pharmaceutical market participants.

Mandatory Reporting
Companies are now required to submit annual reports to the State Service of Ukraine on Medicines and Drugs Control. These reports must include data on concluded contracts, sales volumes, and marketing expenses. The first reporting submission is due by January 20, 2026.

Promotion Standards
The promotion of medicinal products must adhere to Good Promotional Practice (GPP) standards.