Evaluation of drug promotional literatures using WHO guidelines

Abstract

Aim: To evaluate the scientific and ethical status of the drug promotional literatures
available in Indian market using WHO criteria. Materials and Methods:
A cross‑sectional observational study was carried out in department of pharmacology
for evaluation of 142 drug promotional literatures by WHO‑criteria, collected randomly
from various regions of Gujarat. They were also analyzed for different claims, catchy
terms, quality of paper and print, and representation of data with statistics/diagram/
table. The references cited in the literatures were evaluated for their source, year of
publication, authenticity, and retrievability. Results: 49% of literatures were designed
for promotion of fixed dose‑drug combinations (FDCs). Chemotherapeutic agents and
cardiovascular drugs were most promoted drug groups (19% each). None of the drug
promotional literature fulfilled all the WHO criteria. Description of pharmacological
effects and mechanism of action was not given in 54% and 80% of literatures,
respectively. Majority (80‑90%) were lacking information related to indications, correct
dosage regimen, and dose adjustments in special situations. Most neglected aspect
of drug promotion was mentioning about adverse drug reactions, drug interactions,
precautions, and over dosage (<10%). False/tall claims, catchy/broken statements were
given in 86% and 72% of literatures, respectively. Irrelevant diagrams were shown in
69%, statistical data for support in 7%, and tabular presentation in 5% of literatures.
References were cited in 67% of literatures, of which 98% were from indexed‑journals
and were retrievable. Conclusion: Critical review of drug promotional literatures can
make drug prescribing more effective. If drug promotional literatures fulfill all WHO
guidelines, it can make promotion ethical and rational.