Analysis of written pharmaceutical advertisement in Dubai and Sharjah

ABSTRACT

To assess the accuracy and reliability of pharmaceutical drug advertisements. Two independent panels, each of two coders evaluated the advertisements to determine the presence or lack of information about the specific condition for which the drug was promoted and those about the drug itself [mean k reliability = 0.89]. Sixty six written pharmaceutical advertisements encompassing 71 drug brands were collected from pharmacies, clinics and hospitals in Dubai and Sharjah, Emirates. It included glossy coloured posters, brochures and leaflets which contained simple language and detailed pharmaceutical and medical information. Contents were therefore classified as direct-to-physician and direct-to-consumer information and verified using BNF and a textbook of pharmacotherapeutics. Most [97%] advertisements were in English with 98.5% mentioning condition for which targeted drug is used. Risk factors were mentioned in 13% and condition prevalence rate in 11% of advertisements. Mechanism of action was mentioned in 47%, incomplete information in 63%, clear misleading information in only 5%, success estimates of treatment in 50% and reliability was noted in only 3% of advertisements. It is concluded that Pharmaceutical advertisements should be subjected to more strict regulations before being published. Physicians should be cautious about the reliability of information in all drug advertisements and should follow principles of evidence-based medicine in assessing the validity of information on targeted drugs