PROTECTION OF CONSUMER RIGHTS IN THE FIELD OF ELECTRONIC COMMERCE OF MEDICINES

The development of e-pharmacies has significantly expanded public access to pharmaceutical products. At the same time, the rapid growth of e-commerce, the globalization of digital services and the expansion of cross-border trade in medicines have created new risks for consumers. These include violations of the conditions of storage and transportation of medicines, distribution of low-quality or counterfeit products, increased cases of self-medication, uncontrolled or illegal interference by third parties in the delivery process, etc. Aim: The purpose of the study is to analyze legal challenges and improve consumer protection mechanisms in the field of electronic commerce of medicines at the national and international levels.

The study applies an interdisciplinary approach combining doctrinal legal analysis, comparative legal methodology, and empirical review of international regulatory practices. Legal acts, WHO and EU documents, FDA guidelines, and statistical data were examined to identify best practices for consumer protection in the field of e-commerce in medicines.

The results of the study indicate that the legal regulation of relations in the field of electronic pharmaceutical services in the legislations of many countries is insufficient. It is emphasized that fragmented legal regulation, lack of harmonized international standards and insufficient supervision in the field of medicines circulation pose a significant threat to the health, safety and privacy of consumers.

It is concluded that effective consumer protection of digital services requires strengthening of regulatory requirements for e-commerce in medicines, in particular, introduction of clear rules for registration and licensing of online pharmacies, regulation of creation of relevant web resources, protection of personal data of consumers, etc. The author proposes a set of legal and institutional measures aimed at ensuring effective protection of the rights of consumers using the services of online pharmacies.