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Trust & Reputation Award

Sponsored by


Counterfeiting the Counterfeiter

by Euro RSCG Life Medicom for European Alliance for Access to Safe Medicine (EAASM)

Summary of work

Winner: Counterfeiting the Counterfeiter

The multi-billion euro trade in counterfeited medicines has increased dramatically over the last few years with the internet being the most common route for counterfeiters to reach consumers.

Over a nine-week period a targeted public health campaign raised awareness about the dangers of counterfeit medicines to those searching for prescription only medicines (POMs) online.

Counterfeiting the Counterfeiter involved the development and promotion of a ‘spoof’ online pharmacy. The website delivered impressive results engaging with 85 per cent of people looking for POMs, receiving 360,532 hits to become the third largest online pharmacy. If the website had been trading, projections show that in its first year it would have had over one million visitors and potentially generated €41m.

Judges comments

A unique and very creative approach to a potentially dangerous situation. It is very important that the industry ensures that the right patient gets the right medicine at the right time. This key initiative enhanced trust in receiving and taking the right medicine and highlighted the potential spend on counterfeit medicines really effectively.

Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253