Regional Formation and Development Studies

For minor health concerns, such as pain, diarrhoea, coughs and colds, people frequently engage in self-medication. The use of over-the-counter (OTC ) medications has grown in recent years; however, limited data exist regarding urban residents’ attitudes toward pharmaceutical advertising and its influence on consumer choices. This study examines the perceptions of residents of the city of Mažeikiai concerning OTC drug and pharmaceutical product advertising. A quantitative online survey was conducted with 208 participants. The findings reveal that advertising through television and the internet has the strongest impact on the selection of medications for pain, flu and cold symptoms. The respondents emphasised the importance of objective and accurate information that supports rational use of medication. Based on these results, it is recommended that advertising content be presented in a clear and reliable manner, promoting responsible self-medication practices. Television and online platforms are identified as the most effective channels for communicating such information.