Content Analysis of False and Misleading Claims in Television Advertising for Prescription and Nonprescription Drugs
Content Analysis of False and Misleading Claims in Television Advertising for Prescription and Nonprescription Drugs
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DOI：
10.1007/s11606-013-2604-0
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发表时间：
2014-01-01
影响因子：
5.7
通讯作者：
Kreling, David H.
中科院分区：
文献类型：
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作者：
Faerber, Adrienne E.;Kreling, David H.
虚假和误导性的药品广告会损害消费者和医疗保健系统，以前的研究表明，以医生为目标的药品广告可能具有误导性。然而，缺乏将针对消费者的药品广告与证据进行比较的研究，以评估这些广告中是否存在误导性或虚假信息。为了评估针对消费者的虚假或误导性电视药品广告的频率。2008年至2010年播出的处方药和非处方药电视广告部分。我们分析了从范德比尔特电视新闻档案中随机选取的处方药和非处方药广告的商业片段，对每一个广告，根据广告的重复性、传播方式、持续时间和位置来确定广告中最强调的广告主张。然后将这一说法与训练有素的编码人员的证据进行比较，并将其归类为客观真实，潜在误导或虚假。潜在的误导性声明遗漏了重要信息，夸大了信息，使生活方式联想起来，或表达了观点。在处方药（n = 84）和非处方药（n = 84）广告中最强调的声称中，33%客观真实，57%可能误导，10%虚假。在处方药广告中，有更多的客观真实的索赔（43%）和更少的虚假索赔（2%）比非处方药广告（23%客观真实，7%虚假）。处方药（55%）和非处方药（61%）广告中潜在误导性声明的数量相似。潜在误导性声明在电视上针对消费者的处方药和非处方药广告中普遍存在。这些结果与主张药品广告的社会价值在于告知消费者药品的支持者相冲突。
False and misleading advertising for drugs can harm consumers and the healthcare system, and previous research has demonstrated that physician-targeted drug advertisements may be misleading. However, there is a dearth of research comparing consumer-targeted drug advertising to evidence to evaluate whether misleading or false information is being presented in these ads.To compare claims in consumer-targeted television drug advertising to evidence, in order to evaluate the frequency of false or misleading television drug advertising targeted to consumers.A content analysis of a cross-section of television advertisements for prescription and nonprescription drugs aired from 2008 through 2010. We analyzed commercial segments containing prescription and nonprescription drug advertisements randomly selected from the Vanderbilt Television News Archive, a census of national news broadcasts.For each advertisement, the most-emphasized claim in each ad was identified based on claim iteration, mode of communication, duration and placement. This claim was then compared to evidence by trained coders, and categorized as being objectively true, potentially misleading, or false. Potentially misleading claims omitted important information, exaggerated information, made lifestyle associations, or expressed opinions. False claims were factually false or unsubstantiated.Of the most emphasized claims in prescription (n = 84) and nonprescription (n = 84) drug advertisements, 33 % were objectively true, 57 % were potentially misleading and 10 % were false. In prescription drug ads, there were more objectively true claims (43 %) and fewer false claims (2 %) than in nonprescription drug ads (23 % objectively true, 7 % false). There were similar numbers of potentially misleading claims in prescription (55 %) and nonprescription (61 %) drug ads.Potentially misleading claims are prevalent throughout consumer-targeted prescription and nonprescription drug advertising on television. These results are in conflict with proponents who argue the social value of drug advertising is found in informing consumers about drugs.