1. DAA samples in Malaysian health magazines DISCUSSION & CONCLUSION
Syahiera Farhana Zakariaa, Noordin Othmanb and Shazia Jamsheda. aDepartment of Pharmacy Practice, Kulliyyah of Pharmacy, International Islamic University Malaysia (IIUM), MALAYSIA. bDepartment of Clinical and Hospital Pharmacy, College of Pharmacy, Taibah University, Al-Madinah Al-Munawwarah, SAUDI ARABIA
Disease Awareness Advertisements in Malaysian Magazines: A Preliminary Analysis of Quality of Content.
Disease awareness advertisement (DAA) is used by the pharmaceutical industry to promote prescription medicines in countries where direct-to-consumer advertising (DTCA) is illegal (It is only allowed in the United States and New Zealand).
DAA does not mention medication name, but often contain information on disease or health condition  suggest consumers to see a doctor/pharmacist for further information.
In Malaysia, promotional activities of prescription medicines are self-regulated by pharmaceutical industry through a code of practice underpinned Medicines (Advertisement & Sale) Act 1956.
The code requires that medicines information should be truthful, balanced and accurate.
However, evidence from worldwide showed that medicine advertisements that are directed to consumers commonly contain low quality of information.
DAA samples in Malaysian health magazines
To assess the quality of disease awareness advertisements in selected Malaysian health magazines.
We assessed the quality of DAA published in Malaysian magazines by content analysis of two (2) local health magazines in English language.
The magazines were chosen based on their high readership and availability in major bookstores.
A total of 18 publications from two magazines published from January to December 2012 were collected.
Magazine #1 is a monthly publication, and
Magazine #2 is published once in two months.
INCLUSION CRITERIA:
All DAA (in the form of advertisement, advertorial, special report, including news and chronicles) were collected.
DAA which suggests treatment that involves a “Poison” listed in the Poison List.
EXCLUSION CRITERIA:
DAA related to over-the-counter medicine, traditional medicine, surgical intervention, nutritional supplement.
A researcher then extracted the advertisement content into a standardized form, and information on medicines, diseases, claims and sponsorship were analyzed.
Of 45 unique advertisements, there was no medicine brand name mentioned. However, non-proprietary name was stated in 48.9% (22/45) advertisements and 80% (36/45) presented the therapeutic group indicated for disease treatment.
Only 51.1% (23/45) reported possible medication side effects.
Hypertension, diabetes mellitus, hypoglycemia, gastro-esophageal reflux disease, glaucoma and obesity appeared in more than one advertisement.
We found that 17.8% (8/45) of product claims were vague.
Most of the advertisements; 60% (27/45) were sponsored by pharmaceutical industry.
Table 1: Presentation of claims on promoted medicine in Malaysian disease awareness advertisements.
Internationally, direct-to-consumer advertising is associated with the provision of incomplete and vague information about medicines, and often focuses more on benefit that risk.
This preliminary finding uncovered similar issues in disease awareness advertisements in Malaysia.
Therefore, the needs for an extensive research to explore the quality of disease awareness advertisement in this country is crucial.
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INTRODUCTION
RESULTS
Claims
Type
Reason
Promoted medicine
Company
“Influenza vaccine can prevent 70-90% influenza-specific illnesses among healthy adults, while reducing complications and fatalities among elderly by 60-80%”.
Unambiguous (clear)
Clear explanation on medication efficacy.
Influenza vaccine
No identifiable sponsor
“…when patients are given the agent within this time period (4.5hour after stroke onset), their chances of having mild to no disability increases by 30%”.
Clear explanation on clinical outcome.
Alteplase
Boehringer Ingelheim
“Tadalafil and sildenafil are commonly prescribed drugs as they are highly effective”.
Vague
Not supported by scientific evidence.
Sildenafil & tadalafil
“Among the medications available is perindopril, an ACE-Inhibitor which relaxes blood vessels, allowing for smoother blood flow”.
No mention of clinical efficacy.
Perindopril
Xepa-Soul Pattinson
DISCUSSION & CONCLUSION
OBJECTIVE
METHODOLOGY
REFRENCES
ACKNOWLEDGEMENT
We thank International Islamic University Malaysia (IIUM) Library and the National Library of Malaysia, Kuala Lumpur for giving access to the magazines’ past publications.