Author:

• Almária Mariz Batista - Batista, A. M. - Natal, RN - Universidade Federal do Rio Grande do Norte - <almariamariz@yahoo.com.br>

Co-author(s):

• Maria Cleide Ribeiro Dantas de Carvalho - Carvalho, M.C.R.D. - Natal, RN - Universidade Federal do Rio Grande do Norte - <cleidecarvalho@hotmail.com>

Thematic Area:

Informação e Comunicação em Saúde

Abstract:

Aim. To evaluate drugs advertising broadcasting on radio in Natal/RN, Brazil, from April to September 2008 and from April to September 2010. Methodology: The advertising were collected, recorded and transcribed to realize a legal analysis and a content analysis based Bardin’s precept. Results: As the advertising collected at the period first (regulated by RDC 102/00) as at the second (regulated by RDC 96/08) showed some legal infraction kind. The contents analysis demonstrated, at period both, practically the same fault as absence negative information drug, appeal to consumption, efficiency/effectiveness exaltation and abusive exploration of illness Conclusions: Despite change to more modern and more restrictive legislation, the drug advertising, in radio, continue to infringe the legislation foreheadly, causing abuse and disrespecting population right health. The study shows the necessity of the drugs advertising to be treated in a wide context, that is, to be treated as a public health concern, considering the socio-historical scenery where it was developed, since the legislation only isn’t sufficient to combat abuse practiced to the detriment of public health.

Keywords:

Advertising Drug Radio Regulation Rational Use

Content:

Access Issue in Scielo

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