Resumen

CORRALES-CUBILLO, Yenifer; SABORIO-QUESADA, Nathalie  y  ALFARO-MORA, Ramsés. Evaluation of drug advertising in the main television, radio, and written media in Costa Rica. Rev. colomb. cienc. quim. farm. [online]. 2020, vol.49, n.2, pp.387-400.  Epub 26-Nov-2020. ISSN 0034-7418.  https://doi.org/10.15446/rcciquifa.v49n2.89677.

This research evaluated drug advertising in the main television, radio, and written media in Costa Rica to find out the information that is transmitted to the consumer. The media are interesting objects of study because they are used by industries as a tool to reach the consumer. This is an observational, descriptive cross-sectional study, a survey was conducted of the student population of the Universidad Latina de Costa Rica and with it an observation was made of the advertising patterns on radio, newspapers, and television at different times. The investigation determined that most of the advertisements found in the different media lacked certain provisions requested by the regulation. The faults found were product composition (active ingredients), manufacturer, product category, available presentations. Regulations in the promotion part of a drug have been shown to be of great importance to protect consumers, because the profits of the pharmaceutical industries depend largely on their marketing. The promotion of products seeks to increase profits, however, if this is not done correctly there could be a misuse of medications.

Palabras clave : Advertising; medications; regulations; media.

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