Latin America's Digital Media Ecosystem: An Analysis of Prescription Drug Coverage and Diffusion

Many countries ban direct-to-consumer advertising (DTCA) of prescription drugs due to
potential health and financial risks. However, the internet and social media now offer new ways for
pharmaceutical companies to share information and promote products. Covert marketing—indirectly
promoting products through news media—has emerged as an alternative. This study explores
the digital news landscape for prescription drugs in Latin America, a region that prohibits DTCA.
Through content analysis, it examines prescription drug coverage in both traditional and digital news
media published between 1 January 2017 and 1 January 2019, as well as its spread via social media
platforms in the region’s six largest economies. The findings show that over 62% of news posts lacked
neutrality, with articles on new treatments 74% less likely to be neutral, 64% less likely to mention
adverse effects, and over eight times more likely to be promotional. Brazilian news had the highest
social media sharing rate, with an emphasis on regulatory topics. Overall, digital news in Latin
America leans toward promotional content rather than balanced reporting on drug risks and benefits.
To support responsible journalism and reduce corporate influence, stronger pharmacovigilance and
adherence to professional guidelines prioritizing accuracy, independence, and integrity are needed.