Adherence of Drug Advertisements to the International Marketing Codes

Yıl 2012, Sayı: 1, 53 - 66, 01.01.2012

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

Öz

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.

Anahtar Kelimeler

Advertisement, Medical journal, Codes, Adherence

İlaç Reklamlarının Uluslararası Pazarlama Kurallarına Uygunluğu

Öz

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.

Anahtar Kelimeler

Reklam, Medikal dergi, Kurallar, Uygunluk

Kaynakça

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