Regulamentação de promoção e propaganda de medicamentos
Data
2025-01-22
Autores
Koga, André Seiti 
Orientadores
Oliveira, Débora Cristina de
Tipo
Trabalho de conclusão de curso
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Este trabalho examinou a regulamentação da propaganda de medicamentos no Brasil, abordando seu desenvolvimento histórico e impacto atual na saúde pública e nas decisões de consumo da população. O objetivo foi investigar a eficácia dos mecanismos de regulamentação, bem como das normas e diretrizes existentes, especialmente diante do papel crescente da publicidade digital e da influência substancial da indústria farmacêutica, que muitas vezes tem a capacidade de moldar percepções e escolhas de tratamento. A pesquisa comparou o contexto brasileiro com o de outras nações, como Estados Unidos e países da Europa, destacando variações nas penalidades aplicadas e nas regulamentações de infrações, além de identificar desafios específicos do Brasil. Discutiu-se a atuação de instituições nacionais, como a Agência Nacional de Vigilância Sanitária (ANVISA), e associações privadas, como a Interfarma, que promovem práticas publicitárias mais éticas e transparentes, embora o alinhamento entre os interesses da indústria e o bem-estar social nem sempre seja pleno. Com o avanço da publicidade digital, onde o alcance e a velocidade de disseminação são amplificados, enfatizou-se a necessidade de revisar e atualizar constantemente as regulamentações para adaptar-se às novas dinâmicas do mercado e proteger eficazmente os pacientes contra informações enganosas. Uma reformulação das normas e sanções seria crucial para acompanhar o cenário atual e futuro da publicidade de medicamentos, e a adoção de um modelo que pudesse equilibrar o incentivo à inovação na indústria com uma regulamentação rigorosa, assegurando que os anúncios se pautem pela transparência e pelo compromisso com a segurança dos consumidores, seria necessária. Esse enfoque poderia criar um ambiente em que o uso racional de medicamentos pudesse ser promovido e onde as estratégias de marketing respeitassem os direitos e a saúde da população, estabelecendo, assim, um mercado farmacêutico mais equilibrado, ético e seguro.
This investigation examined the regulation of pharmaceutical advertising in Brazil, addressing its historical development and current impact on public health and consumer decisions. The objective was to investigate the effectiveness of regulatory mechanisms, as well as the existing standards and guidelines, particularly taking into account the growing role of digital advertising and the substantial influence of the pharmaceutical industry, which often has the power to shape perceptions and treatment choices. The research compared the Brazilian context with that of other nations, such as the United States of America and European countries, highlighting variations in penalties and regulatory approaches to violations, as well as identifying Brazil's specific challenges. It discussed the roles of national institutions, such as the Agência Nacional de Vigilância Sanitária (ANVISA), and private associations, such as Interfarma, which promote more ethical and transparent advertising practices, although the alignment between industry interests and social welfare is not always complete. With the advancement of digital advertising, where reach and dissemination speed are amplified, the need to constantly review and update regulations to adapt to new market dynamics and effectively protect patients from misleading information is emphasized. A reformulation of rules and sanctions would be crucial to keep pace with the current and future landscape of pharmaceutical advertising. In addition, adopting a model that could balance the promotion of innovation within the industry with strict regulation, ensuring that advertisements are based on transparency and commitment to consumer safety, would be necessary. This approach could foster an environment where the rational use of medicines is promoted and marketing strategies respect the rights and population’s health, thus establishing a more balanced, ethical, and safe pharmaceutical market.
This investigation examined the regulation of pharmaceutical advertising in Brazil, addressing its historical development and current impact on public health and consumer decisions. The objective was to investigate the effectiveness of regulatory mechanisms, as well as the existing standards and guidelines, particularly taking into account the growing role of digital advertising and the substantial influence of the pharmaceutical industry, which often has the power to shape perceptions and treatment choices. The research compared the Brazilian context with that of other nations, such as the United States of America and European countries, highlighting variations in penalties and regulatory approaches to violations, as well as identifying Brazil's specific challenges. It discussed the roles of national institutions, such as the Agência Nacional de Vigilância Sanitária (ANVISA), and private associations, such as Interfarma, which promote more ethical and transparent advertising practices, although the alignment between industry interests and social welfare is not always complete. With the advancement of digital advertising, where reach and dissemination speed are amplified, the need to constantly review and update regulations to adapt to new market dynamics and effectively protect patients from misleading information is emphasized. A reformulation of rules and sanctions would be crucial to keep pace with the current and future landscape of pharmaceutical advertising. In addition, adopting a model that could balance the promotion of innovation within the industry with strict regulation, ensuring that advertisements are based on transparency and commitment to consumer safety, would be necessary. This approach could foster an environment where the rational use of medicines is promoted and marketing strategies respect the rights and population’s health, thus establishing a more balanced, ethical, and safe pharmaceutical market.
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3. Saúde e bem-estar