A propaganda de medicamentos isentos de prescrição no universo dos influenciadores digitais
Data
2023-06-16
Autores
Monzú, Esther Cristina de Almeida 
Orientadores
Andréo Filho, Newton
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Segundo a Organização Mundial da Saúde (OMS), automedicação é a seleção e o uso de medicamentos (incluindo chás e produtos tradicionais) por pessoas para tratar doenças autodiagnosticadas ou sintomas. Atualmente, estamos convivendo em uma era que no ano de 2018, mais da metade da população mundial já possuía acesso à internet, somando mais de quatro bilhões de pessoas conectadas . O Brasil se destaca nesse cenário, sendo o terceiro com mais tempo de acesso, com média de nove horas por dia, além de contar com mais de 150 milhões de usuários de internet, sendo que, mais de 90% também já são ativos nas redes sociais, segundo relatório publicado pelo We Are Social em 2020. A influência social possibilita alterar o comportamento das pessoas à mensagem emitida, e torna-se uma influência das mídias sociais dependendo do canal de propagação. Dessa forma, o presente trabalho teve como objetivo entender a propaganda de medicamentos isentos de prescrição no atual cenário das redes sociais através da publicidade realizada pelos influenciadores digitais. Os resultados obtidos demonstraram que a atuação dos influenciadores já são parte da nossa sociedade assim como a utilização de medicamentos isentos de prescrição e dessa forma devemos compreender como essa relação pode coexistir. É importante pensar sobre a fiscalização desses meios de publicidade e urgentemente de uma atualização da legislação da propaganda de medicamentos para que sua nova versão condiga com as atuais necessidades da sociedade.
According to the World Health Organization (WHO), self-medication is the selection and use of medicines (including traditional teas and products) by people to treat self-diagnosed illnesses or symptoms. Currently, we are living in an era that in the year 2018, more than half of the world population already had access to the internet, adding up to more than four billion people connected . Brazil stands out in this scenario, being the third country with more access time, averaging nine hours per day, in addition to having more than 150 million internet users, and more than 90% are also active in social networks, according to a report published by We Are Social in 2020. Social influence makes it possible to change people's behavior to the message sent, and it becomes an influence of social media depending on the propagation channel. Thus, this study aimed to understand the advertising of over-the-counter medications in the current scenario of social networks through advertising carried out by digital influencers. The results obtained showed that influencers are already part of our society, as well as the use of over-the-counter medications, and thus we must understand how this relationship can coexist. It is important to think about the surveillance of these means of advertising and urgently update the legislation on drug advertising so that its new version meets the current needs of society.
According to the World Health Organization (WHO), self-medication is the selection and use of medicines (including traditional teas and products) by people to treat self-diagnosed illnesses or symptoms. Currently, we are living in an era that in the year 2018, more than half of the world population already had access to the internet, adding up to more than four billion people connected . Brazil stands out in this scenario, being the third country with more access time, averaging nine hours per day, in addition to having more than 150 million internet users, and more than 90% are also active in social networks, according to a report published by We Are Social in 2020. Social influence makes it possible to change people's behavior to the message sent, and it becomes an influence of social media depending on the propagation channel. Thus, this study aimed to understand the advertising of over-the-counter medications in the current scenario of social networks through advertising carried out by digital influencers. The results obtained showed that influencers are already part of our society, as well as the use of over-the-counter medications, and thus we must understand how this relationship can coexist. It is important to think about the surveillance of these means of advertising and urgently update the legislation on drug advertising so that its new version meets the current needs of society.