Abstract
The article presents the results of assessing the quality of information used in the promotion of drugs in specialized pharmaceutical print media (PM). The research was carried out on 224 unique promotional modules about medicinal products, placed in specialized PMs. The content of the modules was assessed for compliance with the requirements of federal laws "On Circulation of Medicines", "On Advertising" and the criteria of the Code of Good Practice of the Association of International Pharmaceutical Manufacturers (AIMP). The analysis of the mechanisms of legislative support for the promotion of drugs in specialized PMs showed that the existing requirements are fragmented and vague in terms of content, which can lead to a violation of the principle of balancing information about drugs when making a professional decision on their appointment or recommendation. Existing regulatory requirements do not provide professional information needs of specialists, since they do not meet the criteria for completeness and reliability of information presentation, which creates the problem of specialists seeking additional professional information to ensure the rational use of medicinal products. The obtained results of the study indicate the discrepancy of the entire studied set of promotional modules about drugs in specialized PMs with the ethical criteria for promoting drugs. In modern conditions, due to insufficient legislative regulation of the content component of drug promotion among healthcare professionals and the fragmentary observance of ethical standards for drug promotion in specialized PMs, the role and relevance of specialized PMs as a source of professional information about drugs for pharmaceutical workers is lost.
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