POS displays in pharmacy do not play by the same rules as mass-market POS. The channel is regulated, space is scarce and the final decision-maker, the pharmacist, evaluates the piece not only by its commercial impact but by how well it fits the day-to-day operation and the professional image of the pharmacy. For OTC POS specifically (over-the-counter, non-prescription medicines and self-care products), those demands come on top of a specific regulatory framework on how this kind of product can be promoted to the consumer.
This guide summarises the regulatory framework that applies in Spain and the design best practices we use at Euromon PLV when a client asks us for a POS display for an OTC product in the pharmacy channel.
What OTC POS is and why it is treated separately
By OTC POS we mean any point-of-sale piece designed to promote non-prescription product in pharmacy: advertised medicines, self-care products, functional pharmacy cosmetics, food supplements or over-the-counter medical devices. Although they share the same channel, this category brings together products under different regulatory regimes: a non-prescription medicine is not the same as a food supplement or a medical device, and that shapes what the display is allowed to say.
That heterogeneity makes OTC POS particularly delicate ground: a piece that works perfectly for a food supplement may carry messages that would be unacceptable for an advertised medicine. Designing OTC POS well means knowing the regulatory sub-category of the product before defining the message.
Basic regulatory framework in Spain
OTC POS lives inside three main regulatory blocks. We do not aim to replace each brand's legal counsel, but we do want to make explicit the red lines any project must respect.
Advertising of non-prescription medicines
Medicines not subject to medical prescription that are authorised for public advertising (the former "EFP", publicity-authorised pharmaceutical specialities) are governed by Royal Decree 1416/1994 on advertising of human medicines and by the consolidated text of the Law on guarantees and rational use of medicines and medical devices, approved by Royal Legislative Decree 1/2015 of 24 July. Direct-to-consumer advertising of prescription medicines is prohibited; only those authorised as publicity-eligible may be advertised directly to the public.
In practical terms, an OTC display for an advertised medicine must at least include the name of the medicine, the information necessary for rational use, and an explicit invitation to read the package leaflet or consult the pharmacist. It cannot attribute properties to the medicine that are not authorised, suggest that its use does not require professional advice when it does, or target minors specifically.
Medical devices
For over-the-counter medical devices (pregnancy tests, thermometers, wound-care products, various devices) Regulation (EU) 2017/745 and the implementing Spanish rules apply. The POS piece must be consistent with the device's declared intended purpose and with the information on the CE mark; it cannot attribute therapeutic properties to the device beyond its classification.
Food supplements and health claims
Food supplements are subject to Regulation (EC) 1924/2006 on nutrition and health claims. This is highly relevant for POS: only claims authorised in the European register can appear on the display. Generic messages such as "boosts your defences" or "supports your immune system" must be backed by an approved claim for the specific ingredient in the product.
Pharmacy cosmetic products
Cosmetics follow Regulation (EC) 1223/2009. Here, again, the POS must be faithful to the declared cosmetic function and avoid attributing therapeutic effects: a moisturising cream does not treat a condition, and the display cannot suggest otherwise.
Design best practices for OTC POS
Beyond regulatory compliance, there is a second filter: getting the display into the pharmacy and making it work. These are the practices that perform best in our experience with pharmacy projects.
The pharmacist is the first audience
Even though the final consumer is the buyer, the pharmacist decides whether the piece is set up at all. OTC POS must respect the operation of the establishment: not crowding the counter, not blocking communication with the patient, not clashing with the pharmacy's own signage. A piece the pharmacist perceives as invasive or overly promotional ends up in the back room within days, no matter how good its graphic design is.
Sober, indication-focused messaging
In the pharmacy channel an informational tone works better than the mass-consumer tone. A clear message about the indication, mode of use or target user of the product, without exaggerated language, fits better with the professional image of the store and reduces regulatory risk. Practical rule: if a message would sound out of place in a conversation between pharmacist and patient, it probably should not be on the display.
Format proportionate to the real space
A pharmacy has little space available for POS. The formats that work best are compact counter displays, narrow lineal end-caps and small-footprint floor displays. For specific dimensions we have published a dedicated guide on pharmacy counter display dimensions and another on product displays for small spaces.
Material consistent with positioning
Cardboard is the default for OTC campaigns and promotions: short production lead times, controlled cost and the ability to run large volumes for rollouts across many pharmacies. Wood or Woodprint suits premium positioning or brands seeking a long shelf life on the counter, especially in derma-pharmacy. The gradual move toward sustainable materials in pharmacy responds to both perceived quality and the sustainability criteria that are increasingly relevant in the channel.
Restocking and shelf life
An OTC display is also evaluated by how easy it is to restock. A piece with accessible shelves, no need for disassembly and clear product-facing reduces friction for the pharmacist and extends the display's life on the floor. For seasonal campaigns (flu, allergy, summer skin care) it is worth designing for rapid rotation and tool-free assembly.
Common mistakes in OTC POS
- Porting TV-spot messaging onto the display. What works in a TV ad does not always translate to POS: broader claims, more energetic tone or indirect references become problematic in a static piece that an inspector can review at length.
- Forgetting the call to consult the pharmacist. For advertised medicines it is a requirement; it also reinforces the channel's image and lowers the pharmacist's resistance to accepting the piece.
- Designing like mass market. Saturated colours, hyperbolic messaging and oversized formats clash with the visual code of the pharmacy and reduce acceptance.
- Not planning variants by pharmacy format. A neighbourhood pharmacy and a hospital pharmacy do not accept the same formats. For large rollouts it is worth planning at least two versions of the POS.
How we run an OTC POS project at Euromon PLV
We always start from the product, its regulatory classification (advertised medicine, food supplement, medical device, cosmetic) and the target audience. With the brand, we go through the permitted claims and mandatory information, and from there we propose format, material and message. A physical prototype is especially useful in this channel: it lets you validate both the graphics and the actual fit on the counter before launching the final run.
To understand project timelines, our guide on lead time for custom POS display manufacturing breaks down lead times by material and volume.
Do you need OTC POS for a pharmacy campaign?
Tell us what product you are promoting, its regulatory classification and the type of pharmacy you are targeting. We will propose format, material and messaging that comply with the regulation and fit the reality of the channel.
Frequently asked questions (FAQ)
Can any non-prescription medicine be advertised in pharmacy? No. Only medicines authorised as publicity-eligible (the former EFP) may be advertised to the public. The rest, even if available without prescription, cannot be advertised directly to the consumer.
What mandatory information must POS for an advertised medicine include? At minimum, the name of the medicine, the information necessary for rational use, and an explicit invitation to read the leaflet or consult the pharmacist, in line with Royal Decree 1416/1994 and related regulations.
Can I include a health claim on POS for a food supplement? Only if the claim is authorised in the European register for the ingredient and dose in the product, under Regulation (EC) 1924/2006. Generic messages not backed by an approved claim are not admissible.
Cardboard or wood for OTC POS? Cardboard is the standard for campaigns and broad rollouts because of cost and lead time. Wood and Woodprint are reserved for premium positioning or products with a longer shelf life in pharmacy, especially in derma-pharmacy.
Who is responsible for regulatory compliance of the POS message? Responsibility for advertising content rests with the marketing authorisation holder of the product. As a POS manufacturer, at Euromon we work with graphic materials already validated by the brand and its regulatory team.
Post written by the marketing and production team at Euromon PLV. This content is informational and does not replace each brand's regulatory advice. For a specific project, contact our commercial team at euromonplv.com.
