Evaluation of Medical Advertising Provided by Pharmaceutical Companies in Printed Drug Advertising Material in Peru

Cristian Daz-Vlez, V. Failoc-Rojas, Claudia C Callirgos-Lozada, Betty Castro-Maldonado, L. R. Arce-Villalobos, O. E. Vera-Romero, C. Toro-Huamanchumo
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Abstract

Background: The World Health Organization (WHO) published the "Ethical criteria for medicinal drug promotion" in order to ensure marketing activities to be compatible with the truth search and the integrity that drug marketing and advertising must keep. Objective: To assess the medical advertising provided by the pharmaceutical companies in printed drug advertising material delivered to physicians working in Peruvian health establishments during 2014 and 2015. Materials and methods: A cross-sectional study. Drug general data, bibliographical references and registered premises were evaluated, and graphics and descriptive tables were obtained. Results: 90 printed advertising materials were collected, of which 72 presented bibliographical references. The least registered item was ‘contraindications and dose’ (55.6%) and in the quality of the references, 21.3% of the premises had no research as basis, being 30.9% of level of evidence 4 and 5, and 33.2% were poorly referenced or did not exist. Of the 566 registered premises, 14.7% were not supported by any bibliography, and of the remaining premises, we found that 35.9% were controversial and / or deceptive and 51.4% were inaccurate. Conclusion: The printed drug advertising material delivered to physicians has inaccurate content, use low levels of evidence and grades of recommendation, with poor referencing quality. Furthermore, there are registered premises that are supported by non-existent references or with controversial or deceptive agreements. Keywords: Propaganda, Marketing of Health Services, Direct-to-Consumer Advertising (MeSH-NLM).
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秘鲁医药公司在印刷药品广告材料中提供的医疗广告评价
背景:世界卫生组织(世卫组织)发布了《药品推广的伦理准则》,以确保营销活动符合药品营销和广告必须保持的真相探索和诚信。目的:评价2014 - 2015年秘鲁卫生机构医务人员收到的医药广告印刷材料中医药广告的使用情况。材料与方法:横断面研究。评估药品一般数据、参考书目和注册场所,并获得图形和描述表。结果:共收集到印刷广告资料90份,其中有参考文献72份。注册最少的项目是“禁忌症和剂量”(55.6%),在参考文献的质量方面,21.3%的前提没有研究作为依据,占4级和5级证据水平的30.9%,33.2%的前提参考不足或不存在。在566间注册处所中,14.7%没有任何参考书目支持,而在其余处所中,我们发现35.9%有争议及/或具有欺骗性,51.4%不准确。结论:发放给医师的印刷药品广告资料内容不准确,证据水平和推荐等级较低,参考质量较差。此外,有些登记的房舍没有任何参考资料或有争议或欺骗性的协议。关键词:宣传,卫生服务营销,直接面向消费者的广告(MeSH-NLM)
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