{"id":30661,"date":"2026-01-15T09:00:00","date_gmt":"2026-01-15T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=30661"},"modified":"2026-04-16T05:39:51","modified_gmt":"2026-04-16T03:39:51","slug":"mail-order-pharmacies-e-prescription-vouchers-inadmissible","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/mail-order-pharmacies-e-prescription-vouchers-inadmissible\/","title":{"rendered":"Mail-order pharmacies: e-prescription vouchers inadmissible"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"d2166a\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-30656 size-large not-transparent\" alt=\"Versandapotheken: E-Rezept-Gutscheine unzul\u00e4ssig, HWG, Heilmittelwerberecht, Rechtsanwalt, Rabatt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Gutscheine-fuer-e-rezept-unzulaessig-1024x576.jpg\" style=\"--dominant-color: #d2166a; object-position:51% 100%\" data-object-fit=\"cover\" data-object-position=\"51% 100%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Gutscheine-fuer-e-rezept-unzulaessig-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Gutscheine-fuer-e-rezept-unzulaessig-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Gutscheine-fuer-e-rezept-unzulaessig-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Gutscheine-fuer-e-rezept-unzulaessig-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Gutscheine-fuer-e-rezept-unzulaessig-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_9f766e9dc63cd63bcfeeae7f726ab76e\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Vouchers  <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">for e-prescription<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-71ee41b789a0168fa712b0f48d61b619\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">inadmissible<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-01-15T09:00:00+02:00\">15. January 2026<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Are mail-order pharmacies allowed to advertise with vouchers for e-prescriptions? What distinguishes a permissible discount from a prohibited promotional gift? And why does it matter that the value of the voucher exceeds the co-payment?  <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-ging-es\">What was it about?<\/h2>\n\n<p>At the beginning of 2025, a Dutch mail-order pharmacy advertised a 25 euro voucher for the first e-prescription redemption via its app. The voucher was offset in the same order process &#8211; initially against the statutory co-payment, the remainder could be used for over-the-counter medicines and body care products. What was left over expired.  <\/p>\n\n<p>The Chamber of Pharmacies took action against this and obtained a temporary injunction. The mail-order pharmacy lodged an appeal &#8211; without success. <\/p>\n\n<h2 class=\"wp-block-heading\">What did the court decide?<\/h2>\n\n<p>The OLG Karlsruhe has ruled  <a href=\"https:\/\/www.landesrecht-bw.de\/bsbw\/document\/NJRE001627874\">Judgment of 09.12.2025 &#8211; Ref. 14 U 49\/25 <\/a>  classified the voucher campaign as an inadmissible advertising gift under the <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">Therapeutic Products Advertising Act <\/a>. The advertising campaign violates the Medicinal Products Advertising Act and constitutes an unfair commercial act. <\/p>\n\n<h2 class=\"wp-block-heading\">The central question: Is it an immediate price reduction?<\/h2>\n\n<h3 class=\"wp-block-heading\">No immediate cash rebate, but a deferred incentive<\/h3>\n\n<p>The mail-order pharmacy argued that this was a permissible instant discount in the same order process. The court clearly disagreed with this view. <\/p>\n\n<p>The problem is that the statutory co-payment is a maximum of 10 euros per pack and is waived completely for patients exempt from co-payment. This means that there is regularly a considerable amount left over from the 25 euros. This is precisely where the incentive mechanism comes in.  <\/p>\n\n<p>The court found that customers are given an incentive to add further products to their shopping cart in order to fully utilize the value of the voucher. This incentive also expressly extends to non-prescription medicines. The promotion equated the purchase of medicines with the purchase of other consumer products.  <\/p>\n\n<h3 class=\"wp-block-heading\">Link with e-prescription is crucial<\/h3>\n\n<p>In contrast to a pure cash discount, an advantage is advertised here for the subsequent purchase of other goods that is unrelated to the required prescription medication. The fact that the discount is only granted in the same order process creates an even stronger incentive to order additional products. <\/p>\n\n<p>The court emphasized: &#8220;The voucher campaign is linked to the submission of an e-prescription. It is precisely this link that creates the problematic incentive to order additional over-the-counter medication &#8211; which is not actually needed &#8211; in addition to the required medication. <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-purple-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>In contrast to the granting of a (possibly permissible) cash discount, this is not an immediate price reduction, but rather a time-delayed process that is not substantially different from the customer receiving a voucher for a subsequent order process. In contrast to a cash discount, not only is the price of the medicine itself reduced, but an advantage is also advertised for the (immediately subsequent) purchase of other goods &#8211; including non-prescription medicines &#8211; which has no connection whatsoever with the purchase of the required prescription medicine. <\/p>\n<\/blockquote>\n<\/div>\n\n<h2 class=\"wp-block-heading\">What are the protective purposes of the HWG?<\/h2>\n\n<p>The court recalled the central protective purposes of the Medicinal Products Advertising Act:<\/p>\n\n<p>The aim is to prevent consumers from being unobjectively influenced by advertising when deciding on remedies. The aim is also to counteract uncritical self-medication and the overuse or misuse of remedies that could be harmful to health. <\/p>\n\n<p>An advertising campaign that equates medicinal products with other consumer products obscures the special nature of medicinal products and distracts from an objective examination of whether they are necessary to take at all.<\/p>\n\n<h2 class=\"wp-block-heading\">What does this mean for other discount campaigns?<\/h2>\n\n<h3 class=\"wp-block-heading\">Pure OTC discount may have to be assessed differently<\/h3>\n\n<p>The mail-order pharmacy had argued that a promotion offering a 10 percent discount on non-prescription OTC products was permissible. The court expressly left this open, but pointed out a crucial difference: <\/p>\n\n<p>With a pure OTC discount, there is no problematic link to the submission of an e-prescription for prescription drugs. It is this link that creates the additional incentive to order other products in addition to the required medication. <\/p>\n\n<h3 class=\"wp-block-heading\">Differentiation from Federal Court of Justice case law<\/h3>\n\n<p>The OLG distinguished its decision from two recent Federal Court of Justice rulings:<\/p>\n\n<p>In the  <a href=\"https:\/\/kpw.law\/en\/coupon-advertising-for-prescriptions\/\">Judgment of November 6, 2025 &#8211; Ref. I ZR 182\/22 <\/a>  the Federal Court of Justice did not take a position on the specific issue because the relevant factual submission was only made in the appeal instance.<\/p>\n\n<p>In the  <a href=\"https:\/\/openjur.de\/u\/2530464.html\">Judgment of July 17, 2025 &#8211; Ref. I ZR 74\/24 <\/a>  involved discount campaigns that related exclusively to prescription medicines and only concerned the selection of pharmacies &#8211; a different constellation to the one at hand.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The ruling shows that the decisive factor is not the formal design as an &#8220;instant discount&#8221;, but the actual incentive effect. Promotional campaigns that are linked to e-prescriptions and offer voucher amounts that regularly exceed the co-payment carry the risk of being classified as unlawful promotional gifts &#8211; especially if the remaining amount can be used for over-the-counter medicines. <\/p>\n\n\n\n<p>The ruling is not subject to appeal and is therefore legally binding. Mail-order pharmacies should have their discount campaigns carefully checked. The boundaries between permissible discounts and impermissible promotional gifts depend heavily on the specific design.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_1b0121cf5b66126302688cbd5feb4312\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Competition law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Karlsruhe Higher Regional Court prohibits mail-order pharmacy from offering \u20ac25 voucher for e-prescription redemption. No permissible discount even if offset in the same order process. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5636,6054,5309,6055,6053,6056,5635,5506,5637,5153],"thema":[],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-30661","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising-of-remedies","tag-cash-discount","tag-discount","tag-e-prescription","tag-hwg","tag-mail-order-pharmacy","tag-medicinal-products-advertising-act","tag-pharmaceuticals","tag-prohibition-of-advertising-under-pharmaceutical-law","tag-therapeutic-products-advertising-law","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mail-order pharmacies: e-prescription vouchers inadmissible<\/title>\n<meta name=\"description\" content=\"Karlsruhe Higher Regional Court prohibits mail-order pharmacy from offering \u20ac25 voucher for e-prescription redemption. 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