Resumen

OLIVEIRA SANTANA, Dhione  y  CARRICO FERREIRA, Raquel Marques. The self-regulation of medicines and health products advertising in Latin America: an analysis of the advertising sector codes of ethics in Latin America. Saber [online]. 2016, vol.28, n.3, pp.377-386. ISSN 2343-6468.

This paper aims to investigate the advertising self-regulation of medicines and health products (Products and Services have the same meaning in this research) present in the ethical codes of the advertising industry in Latin America. To do so, it was seek through content analysis, identify, classify and categorize the standards present in the advertising industry codes governing the publicity of medicines and health products. Ethical codes are present in nine countries in Latin America with seven of them are referred to medicines and health products, and only five have specific rules for the sector. In summary, the analyzed codes present in its generality, lenient rules to the sector, bringing instructions mainly to the content of the messages and it must therefore, national and professionals in the health sector codes and/or the pharmaceutical industry rules, act with stiffness in control advertising of medicines and health products.

Palabras clave : Advertising; self-regulation; CONAR; CONARP; pharmaceutical medicines; Latin America.

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