Surveillance and Media Literacy on Illegal Advertising of Drug and Dietary Supplement among Village Health Volunteers: Case study of Na Muen District, Nan Province

Abstract

Objective: To study consumer protection activities on surveillance of illegal advertising of drug and dietary supplement (ADDS) by village health volunteers (VHVs) in Na Muen District, Nan Province and to determine media literacy among the VHVs, and factors affecting media literacy of the VHVs. Method: This study was mixed method research. Phase1 study was qualitative research with focus discussions in 2 groups of informants including 8 VHVs working on consumer protection and 8 staff members of public health office in charge of consumer protection. Data analysis was based on content analysis. The second phase of research was quantitative research using a questionnaire developed in the study as a data collection tool. Data were collected from all 168 VHVs in Na Muen District who attended the monthly meeting. Results: The first phase of research found that people in Na Muen District had access to advertising information. Most of the elderly were aware of ADDS from community radios. They bought and consumed the products with the hope to recover from their current illnesses, or to maintain their health. Surveillance of advertising in Na Muen District was conducted through collaboration with agencies at the district and provincial levels, including Na Muen Hospital, District Public Health Office and Nan Provincial Health Office. Moreover, the activities also involved the secondary health services units including subdistrict health promoting hospitals, community health service centers and VHVs with the assignment of VHV mentors. VHVs had a duty to monitor the use of drugs, herbs or dietary supplements sold in the community because VHVs lived in the community and were well aware of various events in the community. The second phase of research found that mean media literacy on illegal ADDS was 9.55 ± 2.70 out of a full score of 15. Factors affecting media literacy of the VHVs were highest educational level, media exposure behavior, belief in internal locus of control, knowledge on advertising and health literacy. Conclusion: VHV was an important group that helped in surveillance of illegal ADDS in the community. VHV had media literacy skills enabling them to monitor various illegal advertising. Knowledge support, encouraging VHVs to have internal locus of control and appropriate media exposure help develop VHVs to have more media literacy skills.