TY - JOUR
T1 - Latin America’s Digital Media Ecosystem
T2 - An Analysis of Prescription Drug Coverage and Diffusion
AU - Flynn, Matthew B.
AU - Lombana-Bermudez, Andres
AU - Palacios, Ana M.
N1 - Publisher Copyright:
© 2024 by the authors.
PY - 2024/12
Y1 - 2024/12
N2 - 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.
AB - 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.
KW - covert marketing
KW - Latin America
KW - news media
KW - prescription drugs
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85213513580&partnerID=8YFLogxK
U2 - 10.3390/journalmedia5040108
DO - 10.3390/journalmedia5040108
M3 - Article
AN - SCOPUS:85213513580
SN - 2673-5172
VL - 5
SP - 1786
EP - 1801
JO - Journalism and Media
JF - Journalism and Media
IS - 4
ER -