OBJECTIVE: This paper investigates the influence of Mobile Authentication Service (MAS) in eliminating the consumption of fake/counterfeit drugs in South-east Nigeria. 
 
 METHODS: 1000 respondents were randomly selected in the five states of the South-east as study sample, while a structured questionnaire was used for collecting data. SPSS version 20.0 was used to analyse the data. 
 
 RESULTS: Analysis results reveal that there is a low level of MAS scheme awareness while few persons operate the MAS scheme. It further reveals that MAS scheme made no impact on the distribution and consumption of fake/counterfeit drugs. It also reveals people’s inability to procure appropriate phone technology, poor network services, and low level of MAS scheme media awareness campaign was responsible for MAS scheme ineffectiveness. 
 
 CONCLUSION: NAFDAC MAS scheme has not reduced or eliminated the production, distribution and consumption of fake/counterfeit drugs in the South-east Nigeria. This is because of inappropriate media awareness campaign, people’s inability to procure the appropriate phone technology and access good network services required to operate the MAS scheme. This paper recommends appropriate massive media awareness campaign on the MAS Scheme, modernisation of MAS scheme software to accommodate lower level of phone technology, and improved network access as panacea for MAS scheme effectiveness.