Resumen

SOARES, Jussara Calmon Reis de Souza. When the ad is good, the product is sold: the MonitorAÇÃO Project and drug advertising in Brazil. Ciênc. saúde coletiva [online]. 2008, vol.13, suppl., pp. 641-649. ISSN 1413-8123.  http://dx.doi.org/10.1590/S1413-81232008000700013.

This paper presents an analysis on drug advertising in Brazil, based on the final report of the MonitorAÇÃO Project, by the group from the Universidade Federal Fluminense, Niterói, Rio de Janeiro. Due to a partnership between the university and the National Agency for Health Surveillance (ANVISA), drug advertisements were monitored and analyzed for one year, according to the methodology defined by the Agency. The samples were collected in medical practices and hospitals, drugstores, pharmacies and in scientific magazines. TV and radio programs were monitored, in the case of OTC drugs. 159 advertisements referring to pharmaceuticals were sent to ANVISA, from a total of 263 irregular ads analyzed between October 2004 and August 2005. The main problems found were the poor quality of drug information to health professionals, as well as misleading drug use to lay population. Based on the results of this project and on other studies, the banning of drug advertising in Brazil is proposed.

Palabras llave : Drug advertising; Health surveillance; Health legislation.