Analysis of legal regulation and modern applied aspects of social advertising in healthcare

Authors

DOI:

https://doi.org/10.24959/sphhcj.24.338

Keywords:

advertising; social advertising; sponsorship; propaganda; healthcare; content; form of advertising; advertising placement methods; medical and pharmaceutical information

Abstract

Aim. To determine the features of normative and legal regulation of social advertising, as well as to clarify the specificity of the content, forms, and methods of social advertising placement in the healthcare (HC) sector in Ukraine at the present stage.

Materials and methods. Normative legal acts of Ukraine, scientific works, specific creative products of social advertising, the content of which reflects the thematic direction of HC.

Results. Scientific and legislative approaches to determining the purpose and functions of social advertising have been analyzed, and its essential characteristics have been studied. It has been determined that social advertising in the field of HC relates to non-commercial communication and, according to the method of placement, it refers to direct advertising. Based on the analysis of specific examples of social advertising in the field of HC, the specificity of its content, forms, and methods of placement have been clarified. It has been proven that by content, social advertising in the field of HC can contain socially useful information aimed at promoting a healthy lifestyle (raising awareness of the harm of smoking, drug use, and sedentary lifestyle); vaccination; donation; timely visits to healthcare institutions; an inclusive society (tolerant attitudes towards persons with disabilities and other mobility-impaired groups of the population, towards people suffering from tuberculosis, HIV, etc.); changes in the HC system (e-prescription, new packages of medical guarantee programs for the population, the state program ”Affordable Medicines”, etc.); volunteer activities.

Conclusions. The classification of social advertising has been proposed, taking into account the requirements of legislation and scientific and practical approaches. It is emphasized that social advertising is subject to all general permissive norms regarding the methods, forms and places of distribution, as well as prohibitions on discriminatory, hidden, illegal comparative and unfair advertising. The study of legal and organizational aspects of non-commercial communication in the field of HC and improvement of legislation on drug advertising, as well as the study of factors that will affect the effectiveness of social advertising, is a promising area for further research.

References

  1. Revenko, T. V. (2012). Tekhnolohii sotsialnoi reklamy v diialnosti orhaniv vlady [Neopubl. avtoref. … kand. nauk. z derzh. upr.]. Nats. akad. derzh. upr. pry Prezydenti Ukrainy.
  2. Kyriakova, V. V. (2015). Derzhavnyi mekhanizm rehuliuvannia reklamnoi diialnosti v Ukraini [Neopubl. avtoref. dys. … kand. nauk z derzh. upr.]. Nats. akad. derzh. upr. pry Prezydenti Ukrainy.
  3. Hulakova, H. V. (2013). Sotsialna reklama yak skladova informatsiino-motyvatsiinoho mekhanizmu derzhavnoho upravlinnia [Neopubl. dys. … kand. nauk z derzh. upr.]. Donets. derzh. un-t upr.
  4. Al Khudiri Yasir Khamza Salman. (2020). Funktsionalnyi, tematychnyi ta prykladni aspekty ukrainskoi sotsialnoi reklamy (na prykladi videomaterialiv youtube) [Neopubl. avtoref. dys. … kand. nauk iz sotsialnykh komunikatsii]. Instytut zhurnalistyky Kyivskoho natsionalnoho universytetu imeni Tarasa Shevchenka Ministerstva osvity i nauky Ukrainy. URL: https://scc.knu.ua/upload/iblock/ef5/aref_Al%20Khudiry%20Yaser%20Hamsa%20Salman.pdf
  5. Al Khudiri Yasir Khamza Salman. (2017). Sotsialna reklama, pablik ryleishnz, sotsialnyi marketynh: spivvidnoshennia poniat. Evropský politický a právní diskurz, 4(3), 206–212.URL: https://eppd13.cz/wp-content/uploads/2017/2017-4-3/33.pdf
  6. Oltarzhevskyi, D. O. (2016). Sotsialna reklama. Tsentr vilnoi presy. http://surl.li/sdefjm
  7. Byhari, M. I. (2021). Zastosuvannia tekhnolohii sotsialnoi reklamy dlia vdoskonalennia mekhanizmiv realizatsii derzhavnoi movnoi polityky v Ukraini. SWorldJournal, 4(08-04), 96–101. URL: https://www.sworldjournal.com/index.php/swj/article/view/swj08-04-097/1610
  8. Muntian, I. V., Yevtushok, O. V., Hnatovska, D. O. (2020). Sotsialna reklama v Ukraini: suchasni realii ta perspektyvy rozvytku. Ekonomika kharchovoi promyslovosti, 12(2), 55–61. DOI: 10.15673/fie.v12i2.1740.
  9. Dreshpak, V. M. (2015). Sotsialna reklama v systemi derzhavno-upravlinskoi komunikatsii. Aspekty publichnoho upravlinnia, 3(3), 5–12. https://aspects.org.ua/index.php/journal/article/view/1/1
  10. Khudar, S. M. (2018). Sotsialna reklama yak instrument vzaiemodii suspilstva ta derzhavy v konteksti suchasnykh doslidnytskykh pidkhodiv. Ekonomika ta derzhava. Ser. Derzhavne upravlinnia, (7), 120–124.
  11. Kubko, V. P. (2020). Sutnist, misiia ta zavdannia sotsialnoi reklamy. U Aktualni pytannia dokumentoznavstva ta informatsiinoi diialnosti: teorii ta innovatsii (s. 344–348). http://www.adverta.com.ua/publications/Aktualni-pytannya-dokumentoznavstva-ta-informatsiynoyi-diyalnosti-teoriyi-ta-innovatsiyi-Odesa-2020.pdf
  12. Bezzubova, I., Kubko, V. P. (2020). Sotsialna reklama yak skladova informatsiinoho mekhanizmu derzhavnoho upravlinnia. U Istorychnyi dosvid i suchasnist (s. 82–87). http://dspace.pdpu.edu.ua/bitstream/123456789/8024/1/Bezzubova%20%D0%86.%202020.pdf
  13. Doktorovych, M. O. (2014). Sotsialna reklama: struktura, funktsii, psykholohichnyi vplyv. Visnyk Chernihivskoho natsionalnoho pedahohichnoho universytetu. Pedahohichni nauky, (115), 70–73. URL: http://surl.li/vpktxh
  14. Kasianenko, K., Zaporozhets, A. (2021). Sotsialni reklamni rolyky u formuvanni svitohliadu molodi. Ukrainskyi smysl, (2), 73–81. https://www.dnu.dp.ua/docs/zbirniki/ffil/program_64371480ec38d.pdf
  15. Tymoshenko, P. B. (2011). Sotsialna reklama yak skladova mekhanizmu derzhavnoho upravlinnia profilaktykoiu VIL/SNIDu. U Sotsialna reklama v suchasnomu suspilstvi (s. 61).
  16. Boldar, H. Ye., Kharchenko, D. V., Panasiuk, M. V. (2023). Analiz zakonodavchykh novel shchodo sotsialnoi reklamy u sferi okhorony zdorovia. U Bezperervnyi profesiinyi rozvytok farmatsevtychnykh pratsivnykiv: suchasnyi stan, problemy ta perspektyvy (s. 187–188). NFaU.
  17. Pro vnesennia zmin do Zakonu Ukrainy “Pro reklamu” ta inshykh zakoniv Ukrainy shchodo implementatsii norm yevropeiskoho zakonodavstva u natsionalne zakonodavstvo Ukrainy shliakhom implementatsii okremykh polozhen zakonodavstva Yevropeiskoho Soiuzu u sferi audiovizualnoi reklamy (Ievropeiskoi konventsii pro transkordonne telebachennia, Dyrektyvy Yevropeiskoho parlamentu ta Rady 2010/13/IeS pro audiovizualni mediaposluhy vid 10 bereznia 2010 roku iz zminamy, vnesenymy Dyrektyvoiu (IeS) 2018/1808 vid 14 lystopada 2018 roku), Zakon Ukrainy No. 3136-IX (2023) (Ukraina). https://zakon.rada.gov.ua/laws/show/3136-20#Text
  18. Pro reklamu, Zakon Ukrainy vid 03.07.1996 r. No. 270/96-VR (1996). https://zakon.rada.gov.ua/laws/show/270/96-%D0%B2%D1%80#Text
  19. Pro media, Zakon Ukrainy No. 2849-IX (2022) (Ukraina). https://zakon.rada.gov.ua/laws/show/2849-20#n2350
  20. Listen first. United nations. Office on Drug and Crime. https://www.unodc.org/unodc/en/listen-first/
  21. Boldar, H. Ye., Havrysh, N. B., Lakhzil Rakhal, Elaamiri Mokhamed. (2023). Analiz sotsialnykh ta pravovykh naslidkiv pandemii COVID-19. U Sotsialna farmatsiia: stan, problemy ta perspektyvy (s. 222–234). NFaU. https://socpharm.nuph.edu.ua/wp-content/blogs.dir/10/files/2023/05/sotsialna-farmatsiia_materialy-2023.pdf
  22. EUROPOL. COVID-19 – a sneaky threat. Disinformation and misinformation around. 07.12.2021. https://www.europol.europa.eu/covid-19/covid-19-fake-news
  23. WHO policy brief: COVID-19 infodemic management, 14 September 2022. https://www.who.int/publications/i/item/WHO-2019-nCoV-Policy_Brief-Infodemic-2022.1
  24. Pro vydilennia koshtiv dlia provedennia informatsiino-komunikatsiinoi kampanii sered naselennia shchodo vaktsynatsii vid hostroi respiratornoi khvoroby COVID-19, sprychynenoi koronavirusom SARS-CoV-2, Postanova Kabinetu Ministriv Ukrainy No. 1029 (2021) (Ukraina). https://zakon.rada.gov.ua/laws/show/1029-2021-%D0%BF#Text
  25. GMBs. (2020, 17 bereznia). Koronavyrus: sotsyalnaia reklama ot Krasnoho Kresta y MOZ (ICTV Ukraine) [Video]. YouTube. https://www.youtube.com/watch?v=JhFaWLnF7EE
  26. Zakonodavchi normy pro sotsialnu reklamu potrebuiut zmin – Natsionalna rada Ukrainy z pytan telebachennia i radiomovlennia. (b. d.). Natsionalna rada Ukrainy z pytan telebachennia i radiomovlennia – ofitsiinyi veb sait. https://webportal.nrada.gov.ua/zakonodavchi-normy-pro-sotsialnu-reklamu-potrebuyut-zmin/
  27. Holovna Ministerstva kultury ta stratehichnykh komunikatsii. (b. d.). Ministerstva kultury ta stratehichnykh komunikatsii. https://mcsc.gov.ua/
  28. Monitorynh hendernoho balansu v sotsialnii reklami – Natsionalna rada Ukrainy z pytan telebachennia i radiomovlennia. (b. d.). Natsionalna rada Ukrainy z pytan telebachennia i radiomovlennia – ofitsiinyi veb sait. https://webportal.nrada.gov.ua/monitoryng-gendernogo-balansu-v-sotsialnij-reklami/

Downloads

Published

2024-12-19

How to Cite

Boldar, G. E., Korzh, I. V., Tereschenko, L. V., & Afanasenko, O. V. (2024). Analysis of legal regulation and modern applied aspects of social advertising in healthcare. Social Pharmacy in Health Care, 10(4), 19–31. https://doi.org/10.24959/sphhcj.24.338

Issue

Vol. 10 No. 4 (2024)

Section

Social medicine and pharmacy: past, present and development prospects

License

Copyright (c) 2025 National University of Pharmacy

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).