Healthy Skepticism Library item: 6519

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: report

Kaldeway H, Wieringa N, Herxheimer A, Vos R
A searching look at advertisements: a content analysis of magazine and newspaper advertisements for OTC medicines and health products in 11 countries
London: International Organisation of Consumers Unions 1994 Aug

Abstract:

Research was carried out on newspaper and magazine advertising for over-the-counter products in 11 industrialized countries with a sample of 183 advertisements. The advertisements which were directed to consumers, were analyzed and assessed against the two published international standards (WHO Ethical Criteria for Medicinal Drug Promotion and European Union Directive on Advertising of Medicinal Products), to see to what degree advertisements conformed to the standards. Of the 183 advertisements, only three completely met all criteria.

Keywords:
*analytic survey/Europe/developed countries/print advertisements/DTCA/quality of information/ direct-to-consumer advertising/ over-the-counter medications/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/EVALUATION OF PROMOTION: PRINT AND BROADCASE ADVERTISEMENTS/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPED COUNTRIES/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: OTC MEDICATIONS