Advertisement a big deal!

‘Advertisement’ the word itself is sufficient to throw you into the glittering ocean of celebrities, jingles, eye catching slogans and special effects. Well am I right? May be, reasons what I think behind these are, those vital changes that had occurred into the society especially among the youngsters. Again I am not here to criticize the society and targeting youngsters but I would rather like to talk about the Advertisements and the Pharmaceutical Industry.

If we consider advertisements they had a very big Deal in the Pharmaceutical industry. The whole market is dependent upon the advertisement of the product. These ads are somehow associated only with the health professional (e.g. Doctors) and the companies MR’s. They had nothing to do with the Public sector or with the common man.

The health professional obtains information from pharmaceutical manufacturers via sales professionals or medical representatives. Most of the time, pharmaceutical manufacturers claim that their formulation is superior in respect of therapeutic efficacy. Sales professionals produce brochures and distribute free samples with eye-catching visual aids. Many a time these documents are misleading and ambiguous. The education value of promotional documents is very poor and doctors prescribe drugs to their patient on the basis of their relationship with the manufacturer.
The relation between health professional and pharmaceutical manufacturer is a controversial subject. However, one cannot overlook the 'doctor-industry' relation effect in prescription. Yet, the issue needs a policy with respect to rational use of drugs as well as pharma-economics.

Advertisements are necessary for the promotion of the drug but on the other hand they could lead to misleading and could be questioned on their loyalty. To debar this one could follow the authentic way of promotion.
Pharmaceutical promotion is persuasive communication and a major source of information to the health-professional. Thus the message disseminated from the promotion should be factual, evidence based, unambiguous and balanced. Unfortunately, the promotion is neither factual nor evidence based. Most of the times, it is inaccurate and inappropriate leading to irrational use of drugs.

Categories of Advertisement

In the Pharmaceutical Industry there are many fields which are open for the advertisements and are listed below:
o Cosmetics
o Narcotic drugs and Psychotropic Substances
o Medicinal and Toilet Preparations
o Poisons
o Insecticides and Pesticides
o Alcohol and Fermentation Industry
o Beverages and food industry
All these industries are strictly dependent on the promotion of the product. That is why they are the best one to tell us about the importance of the Advertisement in the corporate world.

Commercials Ads

With the advancement of technology in the mass communication the presentation of the advertisement modified and revolutionized. Ads on television are purely eye catching. The 10 to 15 seconds of ads are elegant to leave the impression of their product on the public’s mind. The involvement of the superstars also increases its importance and market value.

Well this was the small idea about the commercial ads which are designed generally for cosmetics, beverages, alcohols, instant food products as the areas of Pharma Industry.

A recent study reveals that the pharmaceutical industry advertises prescription drugs directly to consumer through different media. How well do consumers understand direct to consumer ads? Do these advertisements inform or educate the consumers? Do they really have any significance in improving the health conditions of the society or are misleading them indirectly.

Many TV advertisements are found to be in violation of regulations and frequent infractions are noticed.
Drugs under Indian system of medicines claim to cure diseases, which are included in Schedule-J of Drugs and Cosmetics Act, 1940. Indications of such medicines violate the Act and guidelines.

There is no evidence of advertisements reducing diseases, death and hospitalization of patients. Also, there is no reliable evidence of improvement in use of medicines and most advertised drugs are no more effective than older and cheaper alternatives. Due to the low literacy rate many people are misled by such advertisements and land up spending more on the health system. Hence, access to balanced, relevant, up-to-date, accurate and unbiased information about drugs and non-drug treatments are necessary.

Health Care ADs

My friends these ads are not actually concerned with the public health. You all might have aware of those health claiming ads broadcasted on many channels. Many TV celebrities could be seen talking about a miraculous cure for diabetes or extolling the virtues of a slimming product may just become a thing of the past.
`Advertisement', according to the legislation, `includes any notice, circular, label, wrapper, or other document, and any announcement made orally or by any means of producing or transmitting light, sound or smoke.'

A number of products to cure diabetes, improve sexual potency or become slim are being aired on television. These are misleading and need to be stopped. Hence we want to amend the Act to include advertisements in the electronic media as well.

Currently, the law can take action against ads appearing in the print media and does not have a provision for television ads.

Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 in order to stop misleading advertisements related to cure of diseases from being aired on television could be tightened by the Health Ministry.

There must be proper guidelines for the advertisements as far as the present scenario is concerned also some modifications are invited in the current Acts for Objectionable Advertisement.