Consumers Rights in the Field of Electronic Trade in Medicinal Products: Legal Challenges and Global Harmonization Trends

The rapid expansion of electronic commerce in medicinal products has brought both new opportunities and significant risks for consumers worldwide. While e-pharmacies enhance accessibility, convenience, and price transparency, they also present challenges such as exposure to counterfeit medicines, misuse of personal data, and legal uncertainty across jurisdictions. This article aims to analyse the legal issues surrounding the protection of consumers’ rights in the field of online pharmaceutical trade and to identify the prospects for harmonizing national and international standards. The study employs an interdisciplinary methodology combining legal, comparative, and policy analysis. It draws on international instruments (UN, WHO, OECD, EU regulations), national legal frameworks, and academic literature to assess the current state of consumer protection. Key findings reveal a high level of regulatory fragmentation, particularly in low- and middle-income countries, where legal safeguards and quality control mechanisms are insufficient. The article highlights international best practices, including the .pharmacy domain initiative, EU logo certification, and blockchain-based supply chain traceability. It concludes that effective consumer protection in the e-pharmacy sector requires coordinated action from international organizations, national regulators, businesses, and consumers. Recommendations are proposed to strengthen legal frameworks, improve enforcement, and foster global convergence of standards in the digital pharmaceutical market.