Conectando Saúde e Redes Sociais: Uma Investigação sobre a Publicidade de Medicamentos no Instagram.

Abstract

This research is a study on social networks and medications. Its main goal is to evaluate advertising pieces in digital content disseminated on the Instagram social network and the importance of regulation and supervision as measures to promote the rational use of over-the-counter medications. The study was conducted based on the selection of the top 10 best-selling over-the-counter medications in 2022, including Dorflex®, Novalgina®, Buscopan®, Allegra®, Eno® fruit salt, Neosaldina®, Cimegripe®, Restylane®, Expec syrup®, and Benegripe®. The monitoring of advertisements and information on social networks was carried out over a period of 90 days, in the months of June, July, and August 2023, analyzing posts, likes, comments, and followers. Subsequently, an evaluation instrument for advertising pieces was developed based on RDC no. 96 of 2008, which deals with the advertising, promotion, information, and other practices aimed at the disclosure or commercial promotion of medications. The research also examined the existence of personification of medications, cases where the medication exhibits characteristics similar to a person by establishing a relationship with its audience, interacting with likes and comments. Benegripe® had the highest number of followers with over 17.2 thousand, Neosaldina® had the highest number of likes and comments, accounting for 21.12% of the 161 analyzed posts of all selected medications. Novalgina®, followed by Benegripe® and Neosaldina®, were the ones that most violated the legislation, with 100%, 64%, and 100% respectively of posts infringing in relation to the total posts. The profiles of Dorflex®, Novalgina®, Buscopan®, Allegra®, Eno® fruit salt, Neosaldina®, Cimegripe®, and Benegripe® medications exhibit characteristics of a person, interacting with their audience. The research not only reveals the violations in the advertising pieces of medications in the face of current legislation but also emphasizes the importance of adjusting these norms to the current reality, where social networks exert influence. The need to monitor publications and information on social platforms is crucial to ensure the rational use of medications and public health.