This project started as a routine redesign of the packaging for a medicine that was available to consumers at both grocery and pharmacy outlets: what is known in the industry as over-the-counter (OTC) medicine. It became apparent as work progressed that our findings were revealing serious shortcomings in the way OTC medicine labelling in Australia was regulated. This led in 2004 to a major change to the Australian regulation of OTC medicine labelling and the introduction of an industry code of practice.  But the change didn’t last long

In 2016 regulations reverted to a set of requirements that took us back nearly 30 years in thinking and reduced the usability of medicine labelling for a generation of medicine users.

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