Saudi pharmacy faces action over horse-riding celebrities

Cairo: Saudi health authorities have registered a case against a pharmacy after the store posted promotional clips showing horse-riding celebrities inside.

The Ministry of Health stressed the necessity of committing to professionalism and transparency in the health sector, saying that violating the stipulations cannot be tolerated. 

The ministry did not identify the pharmacy, or the celebrities involved in the act.

Earlier this week, a video went viral on social media showing Shahd Al Shammari, a famous Saudi equestrian, casually touring a pharmacy on horseback.

In the video, she is seen quietly navigating the aisles, checking products on the shelves, and collecting items, while a man films her unique shopping errand. 

The footage sparked massive controversy on social media about ethics of marketing in the health sector. Critics dismissed the marketing tool as non-professional ​​and unhelpful in providing correct information about health products.

Awareness

Other commentators, however, opposed imposing restrictions on advertising, arguing that innovation in marketing methods could contribute to raising awareness and expanding the customer base.

A lawyer said that the pharmacy in question may face legal consequences ranging from financial fines to a public pledge to comply with the specified marketing standards. 

Lawyer Salman Al Ramali told the Saudi newspaper Okaz that the right to legal accountability may be invoked in cases where consumers are harmed by misleading information.

"The violation raises many legal issues that must be taken into consideration," he said. "Advertising in the health sector should stress accuracy and credibility because people’s health depends directly on information."

Al Ramali pointed out that the use of horses in a pharmaceutical advert is deemed an "obvious transgression" of the rules set by the Ministry of Health and competent authorities. 

He said this type of marketing not only reflects non-compliance with approved standards, but also involves the risk of misleading the public.