Analysis of drug adversiting targeted to health professional

Abstract

The advertising of medicines is the dissemination of the product by the pharmaceutical industry, with emphasis on brand, aiming to promote their prescription and/or purchase. This practice must comply with the legal provisions in effect determined by Brazilian National Health Surveillance Agency. The present work aimed to analyze advertisements of medicines offered by the industry to health professionals. The capture of advertisements covered physician offices of various specialties, public and private hospitals and magazines directed at health professionals. The analysis of the collected parts involved the verification of legibility and viewing of information required, as well as the compliance with the health legislation that regulates the promotion and advertising of medicines in Brazil – agency's resolution n. 96/2008. The results showed that no piece meets the health legislation in full. Most industries employs strategies that hinder access to restricted information of use of the medicine, as contra-indications, for example, constituting an obstacle to rational use. It was also observed the presence of indications other than those approved by the agency and use indication for different age groups in the specified product registration. It is obvious the need for a new model controller and more rigid regulator that prioritize above all particular interests, a major importance, that is the society. This must be protected from false advertising and abusive, promoting the rational use of medicines.