Avaliação dos aspectos regulatórios da comercialização de medicamentos em ambiente virtual
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Data
2021-08-05
Autores
Almeida, Bárbara Erdoeg de Deus [UNIFESP]
Orientadores
Calixto, Leandro Augusto [UNIFESP]
Tipo
Trabalho de conclusão de curso de graduação
Título da Revista
ISSN da Revista
Título de Volume
Resumo
O marketing de medicamentos é algo se vê todos os dias em mídas tradicionais como TV, Jornal, Revistas e Rádio e também nas mídas digitais, como Youtube, Instagram e Facebook. Deve-se considerar a propaganda direta dos pontos de venda, como farmácias e drogarias, nas quais a exposição do medicamento pode atrair o consumidor de forma a envonvê-lo com aquela escolha de compra. Essas formas de propaganda são algo tão natural que muitas vezes não é dada a devida atenção aos riscos que elas podem apresentar. Ressalta-se a diferença entre os tipos de medicamentos existentes e quais os cuidados que devem ser tomados quando se trata de cada um deles, principalmente os de venda livre ou isentos de prescrição, estes, alvos de alta publicidade. Sendo assim, o trabalho teve como objetivo analisar o contexo regulatório para propaganda/publicidade em ambiente virtual de medicamentos, e adicionalmente, apresentar um estudo de caso de um medicamento isento de prescrição amplamente comercializado em território brasileiro. No contexto atual da pandemia do COVID-19, é importante destacar o aumento das compras de medicamento de modo virtual, expondo a população a uma nova forma de consumo. Dessa forma, faz-se necessário analisar as
normas regulatórias existentes no Brasil, quais agências que fiscalizam essa publicidade conferindo se os medicamentos comercializados em ambiente virtual estão de acordo com as diretrizes estabelecidas. Os resultados obtidos trouxeram uma visão de que, mesmo com as normas sendo seguidas, faz-se necessário uma reflexão sobre quais os impactos e riscos que essa publicidade e consumo podem trazer ao público e qual o papel do farmacêutico nessa questão.
The marketing of medicines something that is seen every day in traditional media such as TV, Newspapers, Magazines and Radio, and also in digital media such as Youtube, Instagram and Facebook. One must consider direct advertising from points of sale such as pharmacies and drugstores, where the exposure of the medicine can attract the consumer in a way that involves them with that choice of purchase. These forms of advertising are so ordinary that often not enough attention is paid to the risks they can present. The difference between the existing types of drugs and the care that must be taking when dealing with one, especially the over-the-counter or non-prescription ones, which are targets of high advertising, is emphasized. Thus, the objective of this study was to analyze the regulatory content of advertising in virtual environment of medicines, and additionally, to present a case study of a non-prescription drug widely marketed in the Brazilian territory. In the current context of the COVID-19 pandemic, it is important to highlight the increase in virtual medicine purchases, exposing the population to a new form of consumption. Thus, it is necessary to analyze the existing regulatory norms in Brazil, which agencies supervise this advertising, checking whether the drugs sold in a virtual environment are in accordance with the established guidelines. The results obtained brought a vision that, even with the norms being followed, it is necessary to reflect on the impacts and risks that this advertising and consumption can bring to the public, and what is the role of the pharmacist in this issue.
The marketing of medicines something that is seen every day in traditional media such as TV, Newspapers, Magazines and Radio, and also in digital media such as Youtube, Instagram and Facebook. One must consider direct advertising from points of sale such as pharmacies and drugstores, where the exposure of the medicine can attract the consumer in a way that involves them with that choice of purchase. These forms of advertising are so ordinary that often not enough attention is paid to the risks they can present. The difference between the existing types of drugs and the care that must be taking when dealing with one, especially the over-the-counter or non-prescription ones, which are targets of high advertising, is emphasized. Thus, the objective of this study was to analyze the regulatory content of advertising in virtual environment of medicines, and additionally, to present a case study of a non-prescription drug widely marketed in the Brazilian territory. In the current context of the COVID-19 pandemic, it is important to highlight the increase in virtual medicine purchases, exposing the population to a new form of consumption. Thus, it is necessary to analyze the existing regulatory norms in Brazil, which agencies supervise this advertising, checking whether the drugs sold in a virtual environment are in accordance with the established guidelines. The results obtained brought a vision that, even with the norms being followed, it is necessary to reflect on the impacts and risks that this advertising and consumption can bring to the public, and what is the role of the pharmacist in this issue.