ao persistirem os sintomas, o médico deverá ser consultado: isto é regulação? if your symptoms fail to improve, consult a doctor: is this regulation?
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ID: 168094
2005
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Abstract
O tripé formado pela indústria farmacêutica, agências de publicidade e empresas de comunicação tem implementado intensa estratégia de marketing para elevar o consumo de medicamentos pela população. Esta realidade impõe um desafio: na utilização de medicamentos, até onde prevalece a exigência terapêutica voltada para o controle de enfermidades e começa a pressão mercadológica a estimular o seu consumo? Por outro lado, a exploração do valor simbólico do medicamento pela grande mídia passa a representar poderoso instrumento de indução de hábitos para elevar seu consumo. Em novembro de 2000, a Agência Nacional de Vigilância Sanitária publica a Resolução de Diretoria Colegiada 102, tentando impor limites ao setor. Este estudo analisa cem propagandas de medicamentos veiculadas entre os meses de outubro de 2002 e julho de 2003, compara suas mensagens com os limites da nova legislação e conclui que todas elas agridem um ou mais artigos da Resolução. Para além de um maior esforço fiscalizador, este trabalho discute o próprio modelo regulatório adotado, que não tem conseguido alcançar o objetivo a que se propõe.
The triad formed by the pharmaceutical industry, advertising agencies, and communications companies has deployed an intense marketing strategy to increase drug consumption by the population. This reality raises a challenge: in the use of medicines, where does the treatment demand for controlling diseases end and the market pressure to encourage consumption begin? In addition, exploitation of medicines' symbolic value by the mainstream media becomes a powerful tool to induce habits and increase drug consumption. Medicines have been the leading cause of human poisoning in Brazil since 1995 (if one includes suicide attempts, they become the second most common cause, according to Annual Statistics on Cases of Human Intoxication and Poisoning, Sinitox, 1995-2002). All medicines entail potential risk, and the adverse reactions multiply with incorrect and indiscriminate use. The elderly, children, and individuals with chronic diseases form a huge contingent exposed to drug advertising, with no warning as to the use of substances that can be harmful to these groups. In November 2000 the National Health Surveillance Agency (ANVISA) published Ruling 102, attempting to place limits on the industry. The current study analyzes 100 drug advertisements published from October 2002 to July 2003, compares their messages with the provisions of the new legislation, and concludes that they all violate one or more articles of the Ruling. Beyond greater surveillance, this study discusses the regulatory model itself, which has failed to reach its own self-defined objectives.
The triad formed by the pharmaceutical industry, advertising agencies, and communications companies has deployed an intense marketing strategy to increase drug consumption by the population. This reality raises a challenge: in the use of medicines, where does the treatment demand for controlling diseases end and the market pressure to encourage consumption begin? In addition, exploitation of medicines' symbolic value by the mainstream media becomes a powerful tool to induce habits and increase drug consumption. Medicines have been the leading cause of human poisoning in Brazil since 1995 (if one includes suicide attempts, they become the second most common cause, according to Annual Statistics on Cases of Human Intoxication and Poisoning, Sinitox, 1995-2002). All medicines entail potential risk, and the adverse reactions multiply with incorrect and indiscriminate use. The elderly, children, and individuals with chronic diseases form a huge contingent exposed to drug advertising, with no warning as to the use of substances that can be harmful to these groups. In November 2000 the National Health Surveillance Agency (ANVISA) published Ruling 102, attempting to place limits on the industry. The current study analyzes 100 drug advertisements published from October 2002 to July 2003, compares their messages with the provisions of the new legislation, and concludes that they all violate one or more articles of the Ruling. Beyond greater surveillance, this study discusses the regulatory model itself, which has failed to reach its own self-defined objectives.
| Reference Key |
nascimento2005physisao
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|---|---|
| Authors | ;Álvaro César Nascimento;Jane Dutra Sayd |
| Journal | applied catalysis b: environmental |
| Year | 2005 |
| DOI |
10.1590/S0103-73312005000200007
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