Monitoring the medicine advertising in Sao Paulo

Abstract

World Health Organization (WHO) has the goal of politically controlling the access, quality/safety and rational use of medicines. The later is concerned with the important matter of the incorrect use of medicines due to advertising campaigns whose single objective is profit. This work shows the results of a project carried out with the intention of following and critically analyzing, under the legal and pharmacological points of view, the information issued by different media, thus helping ANVISA monitoring either under strict medical control or over the counter medicine advertisings. It also gives support to the restrictive measures related to the sanitary safety of products, services and, most of all, of the population. The project included five Brazilian regions, under the responsibility of fifteen universities. The advertising material was collected for 12 months: 5.1% were from medical offices, public hospitals and congresses, 15.8% from newspapers and magazines, 8.9% from radio stations, and 20.2% from television. The analysis was carried out according to RDC n. 102, published in December 1st, 2000, and to other sanitary regulation and those based on scientific bibliography as well. This study showed that from over the counter medicine advertised 3.6% have not been registered by ANVISA (4th Article, item I), and also that 17.5% of the advertisings have not informed about their main side effects (Article 3, item I). It has also been stated that the analyzed material stimulated and/or induced the indiscriminate use of medicines whose consumption demands a prescription and that 38.5% of sale campaigns of medical prescription products did not have the registry number from the Health Ministry. Such results are important as they point out to the need of better control and of an awareness and education policy relatively to medicine advertising. The data obtained also show the importance of monitoring this kind of publicity so that consumers are given real information and are therefore protected from deceitful propaganda.