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Medicas UIS

Print version ISSN 0121-0319On-line version ISSN 1794-5240


LLANO-HENAO, Yaqueline; RIVERA-CADAVID, Mónica  and  AMARILES, Pedro. Compliance with regulations in the television advertising of over-the-counter drugs in Colombia. Retrospective descriptive study 2018. Medicas UIS [online]. 2022, vol.35, n.2, e201.  Epub Dec 02, 2022. ISSN 0121-0319.


Advertising broadcast by mass media is a strategy used by the pharmaceutical sectors to offer their products. For of over-the-counter drugs, this sector is responsible for complying with the regulations related to these products, in order to protect the viewers from negative influences, for possible inaccurate or misleading advertising.


To evaluate regulatory compliance in television advertising of over-the-counter drugs in Colombia in August 2018 on Caracol and RCN national channels.


The recordings of the drug advertisements of two national television channels Caracol and RCN were reviewed. The days 2, 4, 22, 26 of august 2018 were randomly selected. Two independent evaluators reviewed the recordings. The data from the advertisements was analyzed with descriptive statistics.


A total of 624 commercials related to over-the-counter drugs were identified: 601 guidelines (96.3%) and 23 commercials (3.7%). Among the 624 advertisements broadcast by both national channels, 226 (36.2%) of 18 drugs did not meet some of the conditions established in the regulations.


Compared to the work done in 2014, shows that there was an increase in the number of advertisements that do not comply with the norm (from 8% to 36.2%). The main non-compliance situation presented by advertisements is related to the source size since small letters can limit the reading of special populations.


36.2% of the television advertisements broadcast on the national television channels Caracol and RCN do not meet the requirements defined by current regulations.

Keywords : Nonprescription drugs; Direct-to-consumer advertising; Legal norms; Communications media; Self- medication.

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