The study of the basic factors of unfair advertising of medicines in Ukraine and development of proposals for their prevention
DOI:
https://doi.org/10.24959/sphhcj.18.116Keywords:
medicines, advertising, unfair advertising, pharmaceutical market, pharmaceutical legislation, marketing communicationsAbstract
Aim. To study the factors causing unfair advertising of medicines in Ukraine and development of proposals for their prevention.
To achieve this aim the following tasks have been solved: the analysis of the main tendencies of advertising practice of medicines in Ukraine and abroad; the analysis of the factors causing unfair advertising of medicines; the comprehensive analysis of distribution of unfair advertising of medicines at the domestic pharmaceutical market; development of proposals for improving tools of advertising practice at the pharmaceutical market of Ukraine and preventing unfair advertising of medicines.
Materials and methods. The following sources were used: the electronic base of the current national legislation of Ukraine in the context of the issues studied; records of the Antimonopoly Committee of Ukraine; scientific publications in the field; results of the questionnaire of medical and pharmaceutical professionals. In the study conducted the scientific methods of the system analysis, synthesis, monitoring, grouping and generalization, the logical-semantic method and the method of sociological research were applied.
Results. The main factors of unfair advertising of medicines taking place in the Ukrainian media space have been determined. The results obtained have allowed us to formulate recommendations on implementation of advertising practice at the pharmaceutical market according to the principles of social and ethical functions of communication marketing policy.
Conclusions. The studies conducted have shown the existence of the sufficient base for standard and legal regulation of advertising practice at the pharmaceutical market of Ukraine. At the same time, the results obtained demonstrate that pharmaceutical companies and advertisers resort to unfair advertising, confirm the need of a combination of further joint efforts both legislative regulatory bodies, and all participants of the pharmaceutical market on improving the system of counteraction of unfair competition, which basis is unfair advertising.
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