The four main noncommunicable diseases (NCDs) – cardiovascular disease, cancer, chronic lung diseases and diabetes, kill three in five people worldwide and cause great socioeconomic harm within all countries, particularly developing nations. The WHO organised the Global Forum (27 April 2011) “Addressing the Challenge of NCDs” and the the “First Global Ministerial Conference on Healthy Lifestyles and Noncommunicable Disease Control” (28-29 April) in Moscow jointly with the Russian Federation to prepare for a United Nations’ High Level Meeting on NCDs in September 2011. WSMI was invited to attend the Global Forum and gave a statement emphasizing the important role of self-care in prevention. Chronic diseases need comprehensive efforts in prevention and current barriers to prevention do not sufficiently encourage self-care. Responsible self-medication should be a core part of national health policies as OTC medicines are valuable tools in prevention. Advertising OTC medicines increases visibility and can aid public health promotion.