It is AESGP's Mission to represent the interests of its members in a way that facilitates consumers' access to high-quality, safe and effective consumer healthcare products. This in order to create a favourable climate for growth of the self-care market and avoid damaging influences.

This Mission to ensure a sustainable positive developments of the self-care industry is based on the following Vision:

• Self-care is the first choice for informed and empowered consumers to treat illnesses and maintain health for themselves and their families. Through the wide availability of safe and effective non-prescription medicines, food supplements and self-care medical devices, people throughout the European Union can practise responsible self-care at the time they want, in the form they want and where they want.
• Self-care is recognised as a fundamental asset in maintaining and protecting the health and well-being of European consumers. All partners and stakeholders in the healthcare environment collaborate closely to support consumers to practice responsible self-care.
• The value of a vibrant and successful self-care industry is widely respected. It creates employment, welfare and well-being in Europe. State control of the industry takes place in areas related to consumer safety only.

AESGP will achieve its mission by focusing on the following strategic objectives:

1. To ensure that self-care is considered to play a valuable role in healthcare as a positive and cost effective contributor to the health and well-being of Europe’s citizens.
2. To establish a positive image and reputation of the self-care industry, amongst its partners and the community at large, as a reliable and trustworthy provider of self-care solutions.
3. To achieve the adoption and implementation of a balanced and proportionate regulatory and economic framework that facilitates innovation and rapid market access for the widest range of self-care products in a consistent way across Europe.
4. To ensure that consumers can be well informed on the availability of self-care products, e.g. through advertising, presentation in pharmacies and through the developments of brands which people can trust and rely on.
5. To allow companies to set their prices for self-care products without interference by the State.

AESGP will achieve these objectives by e.g.:

• Developing and communicating credible and positive messages on self-care and the self-care industry to stakeholders and the community at large.
• Keeping optimum relationships, through effective strategic alliances, with the European bodies representing other stakeholders in healthcare.
• Maintaining the unique AESGP knowledge base on self-care and acting as the key spokesperson for, and provider of information on, the self-care industry.
• Facilitating information exchange amongst its member companies and associations and providing support as appropriate.
• Managing the interface between the industry and European institutions and decision makers
• Contributing effectively to discussions and working committees regarding European legislation/ regulation and other relevant international rules.
• Supporting national political activities, as appropriate.