103813The Real Time E Fundamentals Pharma Solution - a novel approach to addressing the sale of SFFC productsClosedFeasibility StudiesInnovate UKInternet-based sales of pharmaceuticals are a major and growing source of counterfeit medicines. Whilst some Internet pharmacies are legal operations, set up to offer convenience, of the estimated 35K websites selling prescription drugs globally, 96% fail to adhere to legal and safety requirements with more than 50% of the drugs for sale online recognized as fake products. Such products present a significant Global public health threat contributing to illness, death, toxicity, and drug resistance, and it is a market challenge that Pharma companies and regulatory authorities are failing to address. The key to addressing this global challenge is greater intelligence around the identification and evaluation of sites selling counterfeit products and it is this need that E Fundamentals (EF) will address through the development of a disruptive approach that will 1. Identify sites selling drugs online across surface/deep web sites in real time to deliver insights around core products, target geographical markets, domain details including Geolocation, site visitors 2. Evaluate the legitimacy of products 3. Presentation of the data in real time to enable informed action to be taken. If successful, the solution has the potential to address a key public health challenge and create an export product with significant growth potential. The product could also be applied in the future to wider Ecommerce for counterfeit product detection with 1 in 6 products sold online recognised as being counterfeit.