Process of Health Product Advertising among the Operators of Local Radios: a Qualitative Approach
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Abstract
Objective: To study the process of health product advertising in local radios and explain the conditions leading to illegal advertising of health products among the operators of local radios. Method: This research was a qualitative study. The informants were eight owners of local radio stations and 10 disc jockeys from 10 radio stations. Four of which operated with a license, while six of them had no licenses. Data collection method was in-depth interview on the process of health product advertising and conditions facilitating illegal advertising. Results: Process of health product advertising involved three stages: 1. product representatives contacted radio stations and famous disc jockeys in the areas, 2. broadcasting of advertising after signing the contract, and 3. monitoring of advertising by contractors: health product owners controlled broadcasting by hiring residents in the area and product representatives to check advertising on air. Seven conditions facilitating the broadcasting of illegal health product advertisings included; 1. the perception of the absence of strict law enforcement by regulators 2. having the measures to handle with the action of regulators 3. the perception among local radio operators that the consumers were media-illiterate and dared not to file the compliant 4. profit seeking and survival on business operation 5. being respected by the others as a result of broadcasting the ads 6. inadequate knowledge and skill in lawful advertising and 7. the perception that illegal advertising was a normal and widespread practice in Thai society. Conclusion: The regulators could use the conditions found in this study to set the measures to curb with the problems of illegal advertising of health products among local radios.
Article Details
ผลการวิจัยและความคิดเห็นที่ปรากฏในบทความถือเป็นความคิดเห็นและอยู่ในความรับผิดชอบของผู้นิพนธ์ มิใช่ความเห็นหรือความรับผิดชอบของกองบรรณาธิการ หรือคณะเภสัชศาสตร์ มหาวิทยาลัยสงขลานครินทร์ ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากการพิมพ์ บทความที่ได้รับการเผยแพร่โดยวารสารเภสัชกรรมไทยถือเป็นสิทธิ์ของวารสารฯ
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