Maggio 2008 - Volume XXVII - numero 5

Medico e Bambino


Articolo speciale

La faccenda della pubblicità medica

FRANCO PANIZON

Professore Emerito, Dipartimento di Scienze della Riproduzione e dello Sviluppo, Università di Trieste

Indirizzo per corrispondenza: f.panizon@libero.it

MEDICAL ADVERTISING

Key words: Advertising, Medical journals, Pharmaceutical companies, Ethics

The problem of the professional ethics of Medical Journals to accept advertising of pharmaceutical products is discussed. The opinion of the Author is that: a) Medical Journals are actually the natural, or better the only seat where pharmaceutical companies can advertise their products; b) advertising is well separated from the content of the Journals and it constitutes a “transparent advertising” that is immediately recognised as such; c) the readers, usually physicians, due to their professionalism, have to be able to easily recognise whether the content of such advertising is too promotional, evocative or anyway not evidence-based; d) when pharmaceutical companies present their products they also provide for a “transparent” support to the medical publishing; this support is due since the medical publishing enables physicians to know and correctly utilise the resources that the pharmaceutical company offer; e) certainly some collusions between pharmaceutical companies and medical publishing may occur and they may produce an “occult propaganda” which is for its nature “not-ethical”; f) pharmaceutical companies, anyway, have more efficacious way than the publication of advertising to influence public opinion, medical opinion and also political choices; g) indeed, it seems very difficult that any advertising can really influence a diffuse incorrect medical practice (for example the excessive use of an antibiotic or of a fever reducer or of a topic cortisonic), such practices originate from different and autonomous motivation; h) the very fact of taking this subject seriously in consideration smells of Puritanism that goes towards an unaware hypocrisy.

Vuoi citare questo contributo?

Franco Panizon La faccenda della pubblicità medica. Medico e Bambino 2008;27(5):300-304 https://www.medicoebambino.com/?id=0805_300.pdf


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