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      Psychoactive drug advertising: a comparison of technical information from three countries: Brazil, United States and United Kingdom Translated title: Propagandas de medicamentos psicoativos: comparação de informações técnicas entre três países: Brasil, Estados Unidos e Reino Unido

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          CONTEXT AND OBJECTIVE: Studies carried out in the 1970s and 1980s showed that there were country-dependent disparities in the information given for the same drug in medical advertisements. National and international regulations have been published to do away with such disparities and to foster the rational use of drugs. The purpose of this study was to compare the information contained in psychoactive drug advertisements published in psychiatric journals in Brazil, the United States and the United Kingdom, before and subsequent to the publication of the United States Export Act, in 1986, the WHO criteria, in 1988, and the Brazilian Sanitary Surveillance Agency Resolution no. 102, in 2000. TYPE OF STUDY AND SETTING: Content analysis, at Centro Brasileiro de Informações sobre Drogas Psicotrópicas (Cebrid). METHODS: We gathered advertisements from Brazilian, American and British psychiatry periodicals published before and after each ruling. We analyzed a total of twenty-four Brazilian advertisements that were for the same psychoactive drugs as advertised in American and/or British publications from the same period. RESULTS: We observed that Brazilian advertisements omitted information on usage restrictions, such as contraindications, adverse reactions, interactions, warnings and precautions, and that such information was present in American and British advertisements. CONCLUSIONS: The data suggest that disparities in the information given for the same drug still persist. The information depends on the country in which each drug is marketed. The legislation is insufficient for eradicating such disparities.

          Translated abstract

          CONTEXTO E OBJETIVO: Trabalhos realizados nos anos 70 e 80 demonstraram que havia diferenças de informações para um mesmo medicamento dependendo do país em que era comercializado. Regulamentos nacionais e internacionais foram publicados com o objetivo de extinguir tais diferenças e fomentar o uso racional de medicamentos. O objetivo deste trabalho é comparar as informações contidas nos anúncios de medicamentos psicoativos publicados em periódicos de psiquiatria brasileiros, norte-americano e ingleses, antes e após a publicação do "Export Act", publicado em 1986 nos Estados Unidos; dos "Critérios da WHO", em 1988, e a Resolução da Diretoria Colegiada nº 102, de 2000, da Agência Nacional Vigilância Sanitária do Brasil. TIPO DE ESTUDO E LOCAL: Análise de conteúdo realizado no Centro Brasileiro de Informação sobre Drogas Psicotrópicas (Cebrid). MÉTODOS: O conteúdo dos anúncios foi analisado de acordo com técnica de análise de conteúdo, segundo as exigências dos regulamentos. Ao todo, foram analisados 24 anúncios brasileiros de medicamentos psicoativos em comum com os anúncios americanos e/ou ingleses publicados no mesmo período. RESULTADOS: Observou-se que os anúncios brasileiros omitem informações que restringem o uso dos remédios como contra-indicações, reações adversas. interações, advertências e precauções sobre os medicamentos, e estas mesmas informações estão presentes em anúncios norte-americanos e ingleses. CONCLUSÕES: Os dados deste trabalho sugerem que persistem até hoje as diferenças de informações de um mesmo medicamento em anúncios, dependendo do país de comercialização e que as legislações não são suficientes para extingui-las.

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          Most cited references 36

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          O Desafio do Conhecimento: pesquisa qualitativa em saúde

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              Promoting rational prescribing: an international perspective.

               H. Hogerzeil (1994)
              Irrational prescribing is a global problem. Rational prescribing cannot be defined without a method of measurement and a reference standard. The former is now available but the latter needs further development. Proven effective interventions to promote rational prescribing in developed countries are treatment protocols based on wide consultation and consensus, properly introduced and with a possibility of feedback; face-to-face education focussed on a particular prescribing problem in selected individuals; structured order forms; and focussed educational campaigns. Essential drugs lists are probably effective when based on consensus and used within a comprehensive educational programme. Printed materials alone are not effective. In most cases the usefulness of such strategies in developing countries has not been proven and should be studied. Medical education in clinical pharmacology and pharmacotherapy should be based on the practical needs of future prescribes, should include the principles of rational therapeutics and problem solving, and should immunize the students against the influences they are likely to encounter in their professional life, such as patient pressure, drug promotion and irrational prescribing by peers. Within the scope of a national formulary, specialist departments in teaching hospitals should define prescribing policies as the basis for prescribing, teaching, examinations and medical audit.

                Author and article information

                Role: ND
                Role: ND
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                Sao Paulo Medical Journal
                Sao Paulo Med. J.
                Associação Paulista de Medicina - APM (São Paulo )
                November 2005
                : 123
                : 5
                : 209-214
                [1 ] Universidade Federal de São Paulo Brazil
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