Receipt and use of spoken and written over‐the‐counter medicine information: insights into Australian and UK consumers' experiences

Objectives: To explore Australian and UK consumers' receipt and use of spoken and written medicine information and examine the role of leaflets for consumers of over‐the‐counter (OTC) medicines.

Methods: Semistructured interviews were conducted with 37 Australian and 39 UK consumers to explore information received with their most recent OTC medicine purchase, and how information was used at different times post‐purchase. Interviews were audio‐recorded, transcribed verbatim and thematically analysed.

Key findings: Similarities were evident between the key themes identified from Australian and UK consumers' experiences. Consumers infrequently sought spoken information and reported that pharmacy staff provided minimal spoken information for OTC medicines. Leaflets were not always received or wanted and had a less salient role as an information source for repeat OTC purchases. Consumers tended not to read OTC labels or leaflets. Product familiarity led to consumers tending not to seek information on labels or leaflets. When labels were consulted, directions for use were commonly read. However, OTC medicine information in general was infrequently revisited.

Conclusions: As familiarity is not an infallible proxy for safe and effective medication use, strategies to promote the value and use of these OTC medicine information sources are important and needed. Minimal spoken information provision coupled with limited written information use may adversely impact medication safety in self‐management.