Analysis of medicine advertisement produced in Brazil
Objective: To analyze the compliance of drug advertisements with regulations in Brazil, subject to Resolution RDC No. 102/2000 since 2000, which abides by the WHO’s (World Health Organization) Ethical Criteria for Medicinal Drug Promotion, published in 1988.
Methods: Drug advertisements running within the period of October 2002 to October 2003 were collected and recorded. Media sources included various AM and FM radio stations, television channels, newspapers, and magazines, as well as printed material distributed in doctors’ offices, hospitals, drugstores, conferences, billboards, and bus doors. All sources were located in Curitiba City, Brazil, and its surrounding area. Advertisement content was analyzed according to a conformity checklist prepared based on the legal requirements of RDC No. 102/00.
Results: A total of 827 advertisements for 517 different products, 83.91% regularly registered as medicinal drugs and 16.09% unregistered products that should be registered according to the Brazilian regulations, were recorded and collected. Approximately 74.73% of the advertisements did not comply with regulations; on average, such advertisements had 4.6 infractions each.
Conclusions: The results of this research suggest that RDC No. 102/00 is not followed, which strengthens the need to adopt new forms of regulation to prohibit excesses of the pharmaceutical industry and to protect the population from abusive and misleading drug advertising.
2. de Santi V. Medicamentos: verso e reverso da propaganda. Ponta Grossa: UEPG; 1999.
3. Heineck I, Gallina SM, Silva T, Pizzo FD, Schenkel EP. Analise da publicidade de medicamentos veiculada em emissoras de radio do Rio Grande do Sul, Brasil. Cad Saude Publica. 1998;14(1):193-8.
4. Pizzol FD, Silva T, Schenkel EP. Analise da adequacao das propagandas de medicamentos dirigidas a categoria medica distribuidas no sul do Brasil. Cad Saude Publica. 1998;14(1):85-91.
5. Silva EV, Hoefler R, Moraes LB. Avaliação das propagandas de medicamentos distribuídas para a classe médica de Brasília. Farmacoterapêutica. 1999;IV(4):1-3.
6. Organización Mundial de la Salud. Critérios éticos para la promoción de medicamentos. Geneve: OMS; 1988.
7. Agencia Nacional de Vigilância Sanitária (ANVISA). RDC nº 102/00. Aprova o Regulamento sobre propagandas, mensagens publicitarias e promocionais e outras práticas(...). 2000 Dez 01 [cited 2004 Mar 01]; Available from: www.anvisa.gov.br
8. Carvalho ACB, Fernandes MG, Santos EJV, Melo AFM, Medeiros IA, Diniz MFFM. Avaliação legal da propaganda e publicidade de medicamentos fitoterápicos anunciados na Paraíba (Brasil). Acta Farmaceutica Bonarense. 2004;23(3):413-7.
9. Mastroianni PC, Galduroz JC, Carlini EA. Influence of the legislation on the advertisement of psychoactive medications in Brazil. Rev Bras Psiquiatr 2003;25(3):146-55.
10. Nascimento AC. A persistirem os sintomas o médico deverá ser consultado: isto é regulação? São Paulo: Sobravime; 2005.
11. Resener MC. Análise da qualidade de propagandas de medicamentos fitoterápicos disponibilizadas em Santa Catarina [MSc Thesis]. Florianópolis: Universidade Federal do Paraná; 2004.
12. Petrovick PR, Lima MA. Avaliação da Publicidade Visual de Medicamentos em Estabelecimentos Farmacêuticos de Porto Alegre-RS. Infarma (Revista Pharmacia Brasileira). 2003;15(1/3):52-6.
13. Costa EA. Vigilância Sanitária a Defesa e Proteção da Saúde [PhD Thesis]. São Paulo: Universidade de São Paulo; 2004.
The authors hereby transfer, assign, or otherwise convey to Pharmacy Practice: (1) the right to grant permission to republish or reprint the stated material, in whole or in part, without a fee; (2) the right to print pr epublish copies for free distribution or sale; and (3) the right to republish the stated material in any format (electronic or printed). In addition, the undersigned affirms that the article described above has not previously been published, in whole or part, is not subject to copyright or other rights except by the author(s), and has not been submitted for publication elsewhere, except as communicated in writing to Pharmacy Practice with this document.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-NC-ND) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Author Self-Archiving Policy
Pharmacy Practice permits and encourages authors to post and archive the final pdf of the articles submitted to the journal on personal websites or institutional repositories after publication, while providing bibliographic details that credit its publication in this journal.