KNOWLEDGE AND PRACTICE OF PRESCRIBERS REGARDING WHO ETHICAL CRITERIA FOR DRUG PROMOTIONAL ADVERTISEMENTS

Ravinder K. Sah ?, Rakhamaji D. Chandane, Anita H. Yuwnate, Manik S. Ghadlinge, Sumit kulhare

ABSTRACT

Background: Drug promotional advertisements (DPAs) provides bias and ambiguous information as pharmaceutical companies do not strictly follow the guidelines therefore promoting irrational prescribing by influencing prescriber’s prescribing behaviour. Hence this study was planned to asses’ knowledge and practice of prescribers regarding WHO ethical criteria for DPAs. Material and method: This cross-sectional questionnaire-based study containing 9 items regarding WHO criteria for rationality of the DPAs was conducted on 100 doctors posted in various outpatient departments of Lady Harding Medical College and associated hospitals. Results: It was found that 79% of respondents were not aware that false pharmaceutical advertisements are illegal under Drug and Magic remedies Act 1954 in India. Doctors preferred DPAs (40%) as a main source of drug information which influences their prescribing pattern. Originality and easiness of data & graphs of DPAs were never evaluated by 66 (85.7%) and 62 (80.5%) of prescribers respectively. Retrievability of the references was never evaluated by 86.5% of prescribers. Claims regarding efficacy was evaluated by 100% of prescribers. Bias in racial and ethical composition of people and social representation were not evaluated by 92.3% and 90.7% of prescribers respectively. Conclusion: Prescribers did not analyze DPAs as per WHO criteria for rationality because of lack of knowledge and practice. Hence there are strong need to improve knowledge and practice of prescribers regarding use of WHO criteria for rationality of the DPAs to promote rational prescribing.

Keywords: Drug Promotional Advertisements, WHO, Prescribers, Knowledge, Practice.