Situation of media about medications on TikTok
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Abstract
The objective of this study is to explore the situation of medication-related media on TikTok in terms of content and legal compliance. Methodology: This study was conducted as a qualitative study. Medication-related media on TikTok were collected using Thai Search keywords including “medicine”, “pharmacist recommendation”, “doctor recommendation”, “use of medicine”, “selling medicine” and TikTok’s algorithm. A total of 30 media samples were collected between November and December 2024. The content of each post was recorded in a structured data collection form and analyzed using Qualitative Content Analysis. If the collected post was identified as an advertisement, it was further assessed for legal compliance with the Drug Act B.E. 2510 (1967). Results: A total of 30 medication-related TikTok media were analyzed, comprising 21 advertisements and 9 educational videos. Most presenters (21 videos, 70%) identified themselves as healthcare professionals. Dangerous drugs were the most frequently mentioned category (18 videos, 58%), with anti-infective agents such as antibacterial, antifungal, and antiparasitic drugs being the most common indication group (10 videos, 29.4%). Most videos were under one minute in duration (16 videos, 53.3%). None of the advertisements displayed a license number, thus all violated Section 88 (1) of the Drug Act B.E. 2510 (1967) prohibiting unauthorized drug advertising. Conclusion: Most medication-related media on TikTok are advertisements that violate regulations on unauthorized drug promotion. As they are not reviewed before publication, they may affect public understanding and medication-related behaviors. Authorities should regulate such media to prevent the spread of inaccurate health information.
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