More and more Russians acquire drugs, guided by advertising in the media. The pros and cons of the situation versed «Russian planet»
The question of the aggressive advertising of medicines is so burning that he was raised on the forum of the Popular Front “For quality and affordable medicine!” which took place on September 6-7 in Moscow. According to experts, access to medicines without a prescription leads to the fact that people in the choice of the drug management with information drawn from advertising. Often, pharmaceutical companies take advantage of this and vparivayut useless or ineffective drug gullible Russians.
The President of Russia, the leader of the Popular Front Putin agreed that this area need to be addressed. During the forum, he said that the need to develop principles of advertising of medicines in Russia. According to the President, today there is only one principle – the principle of the market, product promotion at any cost.
viewers, listeners, readers through advertising know and without the doctor what medicine they need to buy at a cold, liver disease or depression. Here are most of the treatment strategy should define only the doctor.
80% of medicines sold in Russia are ineffective
All types of media widely advertised drugs. Doctor of Economic Sciences, Igor Belsky and graduate student Svetlana Kulagina in his article “Advertising of medicines in pharmaceutical marketing” (the magazine “Marketing in Russia and abroad”, number 4, 2010) concluded that about 40% of airtime advertising blocks were due to the advertising of medicines. For the most part – anesthetics, agents for the treatment of colds, biologically active additives (BAA).
The head physician of the city hospital number 71, Alexander Myasnikov said that advertised on TV and in the media drugs are ineffective, and in some cases harmful. Doctors say that there is no so-called immunomodulators, as well as no drugs that protect the liver. According to him, 80% sold drugs are ineffective.
«Russia has offered a huge amount of drugs, hepatic, who supposedly can” clean up “the liver. But realistically, from a list of 175 names can be identified only three or four funds that could theoretically help. The rest is useless. Moreover, it can harm, because it is through the liver derived residues of drugs. Therefore, we must always seek the advice of a doctor. That doctor needs to prescribe antidepressants and because depression – a serious disease, which does not always require treatment is medication. With aggressive advertising man often chooses the purchase of “miracle pills”, – says the butcher. – The means for the treatment of joints are not only useless, but also very harmful to health. There are a harmless drug “Chondro Plus” based hryaschik sharks. It will not bring any benefit or harm. But if added analgesic drug, it may cause complications. For example, if a person is already taking an analgesic and in addition buying this drug. Then it can be severe complications of bleeding. In my practice, unfortunately, there were such cases ».
Alexander Myasnikov particularly depressing situation with advertising tools for weight loss. A man sitting on a diet that disrupts the endocrine system. If he adds another chemical substances contained in drugs for weight loss, it is even more unbalance the body, because all drugs of this type have a stimulating effect on the nervous system. Appears and a number of side effects – the load on the heart, high blood pressure, insomnia, tachycardia, arrhythmia, and more. According to the doctor, many of these funds in the West have withdrawn from the market – for example, the drug “Meridia”, as proven that its use increased the number of heart attacks.
In 2012, the “League of defenders of patients’ We received complaints from citizens that are sold in drugstores instead BUD “Reduxine Light” potent prescription drug “Reduxine”, also designed for weight loss. After his reception there negative side effects. Advertising BUD compatriots have seen on various TV channels and in the press. Formulation same drug “Reduxine” banned for advertising.
According to the president of the “League of defenders of patients’ Alexander Saversky, such substitution is not accidental. Both drugs have almost the same name, the same colors packaging, fonts, and both are used to treat obesity. The cost of “Reduxine” three times higher than that of BUD “Reduxine Light».
As a result, the active TV commercials BUD “Reduxine Light” Consumers confused dietary supplement with a dangerous health prescription potent means having a number irreversible side effects.
The main active substance “Reduxine” is sibutramine. The British Office for Drugs and Health issued a statement saying that any product containing a substance that is harmful to human health. Receiving drugs containing sibutramine, can lead to heart attack, stroke, suicide attempts. Pharmaceutical companies have withdrawn from Western markets the drug “Meridia” on the basis of sibutramine.
The Russian government approved a decree “On approval of the list of potent and poisonous substances for the purposes of Article 234 and other articles of the Criminal Code, as well as large size potent substances for the purposes of Article 234 of the Criminal Code “, which drifted sibutramine to potent substances.
« League advocates for patients, “appealed to the FAS, which was to withdraw drugs from the market. However, over the past three years this has not happened. “Reduxine” and a few other similar drugs, and continue to be advertised in a similar way, and sold.
«Advertising of medicines in the media is a shame for the country. It is much more dangerous than the advertising of alcohol and cigarettes, because the turns lost their lives and health. Treat should the doctor – the doctor insists. – I am opposed to people forced to buy drugs, which for them are not necessary ».
What
Even in 2013, the Ministry of Health proposed to ban advertising of medicines. However, lobbyists pharmaceutical companies, advertising agencies, television industry was not given the initiative progress.
4 September 2015 the deputy of the Legislative Assembly of the Leningrad Region Vladimir Petrov yet made a proposal to ban the advertising of medicinal products for consideration in the Legislative Assembly. If the initiative will be supported by other deputies, it will be submitted to the Duma. Upon successful passing of the bill to promote drugs and medical devices will be possible only in the field of medical forums and special print media, and the advertising of medical services and the methods of traditional medicine will be restrictions.
Deputy General Director of the Russian STADA CIS holding as part of an international group of companies STADA AG Ivan Glushkov, who took part in the forum ONF, says that in Russia the largest list of medicines sold without prescription: “The decision is made by the patient, focusing on advertising. Pharmaceutical companies spend money on television advertising, putting these costs in the price of the drug, instead of investing in clinical research ».
According to the president of the” League of patients’ Alexander Saversky, advertising is necessary or all medications, including prescription, or nothing. “Everyone knows that we in the hell bald pharmacy you can buy without a prescription – and antibiotics and strong painkillers, and sometimes even psychotropic drugs. Instead debug this problem – to punish pharmacies without prescription for, to strengthen control over the prescription of drugs to expand the list of prescription – want to ban advertising of drugs – says Saversky. – If the problem is solved to a person did not get serious drug without a doctor’s prescription, the advertising here at all to do with it. Access to information should be available to all parties. If we ban all tobacco advertising, as some MPs, the information goes to the pharmacist (pharmacy dealer with higher pharmaceutical education. – RP.). It is he who will decide what to advise the customer by offering the drug, which deems it necessary ».
Saversky said that in the case of” Reduxine Light “had enough of the current legislation. “In this case there was a heap of inconsistencies with the law. This dietary supplement should be immediately withdrawn, because there has been a very strong mix of features. But the drug continue to sell – says the source. – It is necessary to compel the implementation of existing legislation authorities, expand the list of prescription drugs ».
Advertising of drugs and the law
The head of the public movement” Young Lawyers of Russia “, a member of the Public Council under the Federal Service Bailiff of Russia Sergey Bruev said that the work on the promotion of drugs regulated by the law “On Advertising”. In particular, Art. 24, which contains a list of restrictions that apply to advertising of medicines. The main steering in this area is the Federal Antimonopoly Service.
Interestingly, compared to the European or US law on advertising, surprisingly, the Russian demand appear to be more stringent. For example, in the Russian advertising prescription drugs is prohibited in the public domain. In the United States in recent years there has been a reverse trend – advertising of prescription drugs is expanding. In addition, America is not forbidden to use the image of the doctor in the advertising of medicines, however, the emphasis there is on the need to see a doctor for prescribing.
In spite of this, according to Bruev, the current wording laid down in Article . 24 of the Law “On Advertising”, very vague, often evaluative and loophole for pharmaceutical manufacturers. For example, p. 6 hours. 1 tbsp. 24 indicates that the advertising of medicines should not “help create a healthy person experiences the need to use the object of advertising.” But how to set specific, helps to create the impression advertising or not?
«Administrative responsibility under Part. 5, Art. 14.3 of the Administrative Code, for violations of the legislation on advertising of medicines is quite mild – a fine of 200 to 500 thousand. Rubles. Such sanctions against manufacturers of multi-million or even billions of dollars in profits seems ridiculous – the head of the movement “Young Lawyers of Russia.” – Despite the fact that Russian law contains a prohibition on the receipt of medical gifts, payment of remuneration by pharmaceutical companies, the responsibility for violating the ban has not yet been installed ».
With regard to possible changes in the law in connection with the articulated position president, Sergei Bruev sure: we should expect the introduction of more explicit prohibitions and requirements for the advertising of drugs, as well as stricter penalties and greater control over the advertising of medicines by the FAS Russia. Apparently, will be introduced some changes to the wording of Art. 24 of the Federal Law “On Advertising».
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