Adherence of Drug Advertisements to the International Marketing Codes

Year 2012, Issue: 1, 53 - 66, 01.01.2012

Bilge Sözen Şahne , Selen Yeğenoğlu M. Mithat Üner Albert İ. Wertheimer

Abstract

Drug advertisements provide information about drugs. The aim of this study is to explore the adherence of drug advertisements in medical journals to the international marketing codes. Drug advertisements printed in “Journal of American Medical Association JAMA ”, “JAMA Türkiye” and “Eczacı Pharmacist Journal” were analyzed. Adherence of the analyzed advertisements to the international drug promotion codes was the main outcome measure. The lowest compliance ratio of drug advertisements belongs to the “JAMA” Journal. The rate of cited references in drug advertisements is very low and the majority of these advertisements do not adhere to the international codes. In order to avoid this situation, adherence of drug advertisements to the international codes is extremely significant.

Keywords

Advertisement, Medical journal, Codes, Adherence

İlaç Reklamlarının Uluslararası Pazarlama Kurallarına Uygunluğu

Abstract

İlaç reklamları, ilaçlar hakkında bilgi sağlamaktadır. Bu çalışmanın amacı, medikal dergilerdeki ilaç reklamlarının uluslararası reklam kurallarına uygunluğunun ortaya konmasıdır. “Amerikan Tıp Birliği Dergisi Journal of American Medical Association - JAMA ”, “JAMA Türkiye” ve “Eczacı” dergilerindeki ilaç reklamları incelenmiştir. İlaç reklamları için hazırlanan uluslararası kurallar belirlenmiş ve reklamların bu kurallara uygunluğu incelenmiştir. En düşük uygunluk oranının “JAMA” dergisine ait olduğu belirlenmiştir. İlaç reklamlarında referanslara yer verilme oranının çok düşük olduğu ve bu reklamların çoğunun uluslararası kurallara uymadığı tespit edilmiştir. Bu durumun önüne geçilmesi için, ilaç reklamlarının uluslararası kurallara uyması son derece önemlidir.

Keywords

Reklam, Medikal dergi, Kurallar, Uygunluk

References

• Abood, R., Pharmacy Practice and the Law, Jones & Bartlett Learning, (2010).
• Navarro, R., Managed Care Pharmacy Practice, Jones & Bartlett Learning, (2009).
• Rohra, D.K., Bashir, M.U., Khwaja, U.A., Nazir, M.R.: Critical appraisal of apparently evidence-based written advertising in Pakistan, Pharm World Sci, 30(3),216-21 (2008).
• WHO. Criteria for Medicinal Drug Promotion. (17.02.2008); Available from: http:// apps.who.int/medicinedocs/collect/edmweb/pdf/whozip08e/whozip08e.pdf.
• Mucuk. I., Pazarlama İlkeleri, Türkmen Kitabevi, (2004).
• Fugh-Berman, A., Alladin, K., Chow, J.: Advertising in medical journals: Should cur- rent practices change?, Plos Med., 3(6), 762-8, (2006).
• Sözen, B.: Drug advertisement in Turkey and in the World: An empirical analysis of drug advertisements in medical journal, Master Thesis, Hacettepe University Institute of Health Sciences, (2009).
• Loke, T.W., Koh, F.C., Ward, J.E.: Pharmaceutical advertisement claims in Australian medical publications, Med J Australia, 177(6), 291-3, (2002).
• Podolsky, S., Greene, J., Jones, D.: The envolving roles of the medical journal, N Engl J Med, 366(16), 1457-62, (2012).
• Özçelikay, G.: İlaçta Reklam, T Klin J Med Ethics, 6, 33-9, (1998).
• Villanueva, P., Peiro, S., Librero, J., Pereiro, I.: Accuracy of pharmaceutical advertise- ments in medical journals, Lancet, 361(9351), 27-32, (2003).
• Vaithianathan, R.: Better the devil you know than the doctor you don’t: is advertising drugs to doctors more harmful than advertising to patients?, J Health Serv Res Policiy, 11(4), 235-9, (2006).
• Şencan, N., Üstel, I.: A study of information in drug advertisements: An example from Türkiye, FABAD, 19, 51-5, (1994).
• Smith, R.: Medical journals and pharmaceutical companies: uneasy bedfellows, Brit Med J, 326(7400), 1202-5,(2003).
• Cook, J.M.: Weingardt KR, Jaszka J, Wiesner M. A content analysis of advertisements for psychotherapy workshops: implications for disseminating empirically supported treatments, Journal of Clinical Psychology, 64(3), 296-307, (2008).
• Yeğenoğlu, S., Özçelikay, G.: Counselling of pharmacists to community on issues other than drug purchasing and drug related information: A survey in Ankara, Turkish J Pharm Sci, 2(2), 83-91, (2005).
• Närhi, U.: Sources of medicine information and their reliability evaluated by medicine users, Pharm World Sci, 29(6), 688-94, (2007).
• IFPMA. A study of information in drug advertisements: An example from Türkiye. 2006 (17.02.2008); Available from: http://www.ifpma.org/pdf/IFPMA-TheCode-FinalVer- sion-30May2006-EN.pdf.
• JAMA. About JAMA. (03.08.2011); Available from: http://jama.ama-assn.org/site/ misc/aboutjama.xhtml.
• JAMA Türkiye. (03.08.2011); Available from: http://katalog.hacettepe.edu.tr/ search~S0*tur/t?JAMA+T{u00FC}rkiye.
• About JAMA&Archives Journals. (24.04.2012); Available from: http://134.147.247.42/ han/JAMA/pubs.ama-assn.org/misc/about_pubs.dtl.
• Ommaty, R., Vademecum – Modern İlaç Rehberi, Pelikan Yayıncılık, (2007).
• Gu, Q., Dilon, C., Burt, V.: Prescription drug use continues to increase: U.S. Prescrip- tion Drug Data for 2007-2008. NCHS Data Brief No:42. (03.08.2011); Available from: http://www.cdc.gov/nchs/data/databriefs/db42.htm.
• OECD. Pharmaceutical pricing policies in global market 2008.
• Yaman, A.: Pharmaceutical & Medical Device Opportunities in Türkiye. UK Trade &In- vestment. (15.08.2011); Available from: www.ukti.gov.uk/.../Healthcare,%20pharm.
• TEB. Tablolar. (25.03.2008); Available from: http://www.teb.org.tr/tablolar/tablo28. html.
• Akılcı İlaç Kullanımı. (25.03.2008); Available from: http://www.saglik.gov.tr/TR/bel- ge/1-7771/akilci-ilac-kullanimi. html.
• Ferner, R., Scott, D., Whatalotwegot-the messages in drug advertisements, BMJ, 309(6970), 1734-6, (1994).
• Lua, H.L., Sklar, G., Ko, Y.: Identification and physicians’ views of their commonly-used drug information sources in Singapore, Int J Clin Pharm, 33(5), 772-8, (2011).
• Bartus, C.L., Katz, K.A.: Advertising in dermatology journals: Journals’ and journal editors’ policies, practices, and attitudes, J Am Acad Dermatol, 55(1), 116-22, (2006).
• Greving, J.P., Denig, P., de Zeeuw, D., Haaijer-Ruskamp, F.M.: Claims in advertise- ments for anti hypertensive drugs in a Dutch medical journal, J Hypertens, 25(3), 713- 22, (2007).
• Mastroianni, P.C., Noto, A.R., Galduroz, J.C.F.: Psychoactive drug advertising: analysis of scientific information, Rev Saude Publ, 42(3), 529-35, (2008).
• Cooper, R.J., Schriger, D.L.: The availability of references and the sponsorship of origi- nal research cited in pharmaceutical advertisements, Can Med Assoc J, 172(4), 487-91, (2005).
• Heimans, L., Vlieg, A.V., Dekker, F.W., Are claims of advertisements in medical journals supported by RCTs?, Neth J Med, 68(1), 46-9, (2010).
• Varinli, İ., Leblebici, L., Göknar, H.: Eczacıların İlaç Reklamlarına Karşı Tutumlarının Belirlenmesi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23, 17-33, (2004).
• Dal-Pizzol, F.: Drug advertisements in less-developed countries, Lancet, 359(9315), 1439-40, (2002).
• Mastroianni, P.C., Galduroz, J.C.F., Carlini, E.: Influence of the legislation on the ad- vertisement of psychoactive medications in Brazil, Rev Bras Psiquiatr, 25(3), 146-55, (2003).
• Friedman, L.S., Richter, E.D.: Excessive and disproportionate advertising in peer-re- viewed journals, Int J Occup Env Heal, 12(1), 59-64, (2006).
• Othman, N., Vitry, A., Roughead, E.E.: Quality of Pharmaceutical Advertisements in Medical Journals: A Systematic Review, Plos One, 4(7), (2009).