Another angle to this is the legality of direct to consumer drug advertising. I had though this was only legal in the US and New Zealand. The wiki doesn’t say it’s allowed in Sweden, so I’m not sure how they are getting away with it.
Advertising for prescription drugs is not allowed in Sweden. Pharmacy ads are for non-prescription items like sunscreen, deodorant, whatever. I'd guess that the largest margins are on those items anyway, considering the subsidizing/reimbursement system for prescriptions.
To expand upon this Aspirin, Advil, ... or paracetamol based alternatives are non-prescription drugs (under a certain mg dose), while antibiotics are prescription drugs.
Or is the advertising not for prescription drugs?
https://en.m.wikipedia.org/wiki/Direct-to-consumer_advertisi...