Propagandas de medicamentos veiculadas em rádios paraibanas: adequadas à legislação?

Abstract

The drug is an important product of sanitary and also commercial interest, being, therefore, the target of marketing strategies. For this, there are means of communication that can be used to publicize and advertise these products, suchasFMradiostations.However,thereare regulations that must be followed in order to reduce problemsrelatedtotheconsequencesof drug advertising. This study aimed to evaluate whether the advertisements and publicity pieces of medicines aired on radio stations in Paraíba follow the rules established by RDC No. 96/2008. A qualitative research was carried out with five radio stations from May 23 to June 24, 2022. The advertisements were captured, recorded and transcribed in ipis literis, in order to verify possible infractions committed. Four products from five advertisements were analyzed, being two food supplements and two medicines (an anti-inflammatory analgesic and a herbal solution). The products were not registered with the National Health Surveillance Agency. So that all advertisements captured infringed the current legislation, since the absence of registration with ANVISA, comparisons with other products, use of verbs in the imperative, among other infractions. It can be seen that the countryside radios were the only ones that advertised products subject to sanitary surveillance, leading to the belief that, because they are less comprehensive than the others, there is no effective inspection. In this way, wecananalyzethattheregulationofthistypeofmediaisineffective, making it necessary to strengthen the supervision and implementation of health educationin the population in order to ensure that there is a decrease in the harm caused bythepractices that the advertising and publicity of medicines can cause.