Drug advertisement monitoring Veselības projekti Latvijai

2015 2014

Drug advertisement monitoring

Drug advertisiment monitoring is a part of the project "Good governance and patient empowerment within Latvian healthcare system" funded by the EEA.

Everyone has faced the drug advertisiments prominently asking to buy drugs for treatment of various diseases and symptoms. The drug advertisiments have an essential place in television, radio, press, online and in outdoor. However, the drug advertisiments are different from many other forms of advertising because there are certain restrictions aimed to promote a rational drug use. Latvia, as elsewhere in Europe, has banned advertising of prescription drugs to general public because it is necessary to have an expertise and advice of health care specialist for the rational use of medicines. Over-the-counter drug advertisements are permitted but they must follow certain standards. For example:

    • Information in the drug advertisiments must be objective in order to promote rational use of drugs and it should not exaggerate the qualities of drugs
    • The drug advertisiments must not be misleading
    • The information in the drug advertisiments must conform to a drug description
    • The drug advertisiments are prohibited if the drugs are offered as gifts or compensation for a purchased product
    • etc.

    In order to promote conformity of the drug advertisements to general public within the laws and ethical requirements, as well as to indicate possible irregularities on drug advertisements in Latvia, the "Health projects for Latvia" will do monitoring project of drug advertisements from September, 2013 to June, 2014.

    The project is financially supported by Iceland, Liechtenstein and Norway. Program is funded by the EEA Financial Mechanism and Latvian state. More information: www.sif.gov.lv; www.eeagrants.lv; www.eeagrants.org.

    Katrs no mums ikdienā sastopas ar zāļu reklāmu, kas spilgti un pamanāmi aicina iegādāties zāles dažādu slimību ārstēšanai un simptomu mazināšanai. Zāļu reklāmai ir būtiska vieta televīzijā, radio, presē, internetā un pilsētvidē. Tomēr zāļu reklāma atšķiras no daudziem citiem reklāmas veidiem ar to, ka tai ir noteikti zināmi ierobežojumi, kas vērsti uz racionālas zāļu lietošanas veicināšanu.