Glossary A–ZLetter B
Behind-the-counter display (pharmacy)
The behind-the-counter display is the shelf area behind a pharmacy counter where medicines are visible to customers but within reach of staff only.
It mainly holds pharmacy-only medicines that do not need a prescription and may not be sold by self-service.
In a digital version, screens replace the shelves wholly or partly. They show product images, themed areas such as colds or allergies, and offers. The goods themselves are then often kept in an automated storage system that delivers the pack to the counter on request. This frees up space, and content can be changed by season.
What is shown in this area may be advertising within the meaning of medicinal products advertising law. In that case, the mandatory information and prohibitions also apply on screen. Prescription-only medicines do not belong in advertising aimed at customers. The digital display needs reliable technology, because a black screen behind the counter is noticed at once.