Mandoh Mona, Curtain Colin Michael
Pharmacy School of Medicine, University of Tasmania, Hobart, TAS, Australia.
Int J Pharm Pract. 2017 Oct;25(5):365-370. doi: 10.1111/ijpp.12326. Epub 2016 Nov 29.
To evaluate the quality of pharmaceutical advertisement claims and supporting references in Australian pharmacy journals that target community pharmacists.
All full-page advertisements for a medicinal product, found in two Australian pharmacy journals from the year 2012 to 2015 were included. Advertisement claims and references were evaluated by claim type (unambiguous to immeasurable) and level of evidence (strong to irrelevant) in supporting references.
Two hundred and ninety distinct advertisements and 598 claims were identified, with a median of 2 claims per advertisement. Twenty-seven percent of claims were unambiguous, 40% were vague, 16% were emotive/immeasurable and 17% were non-clinical or other marketing claims. Half of all claims were referenced. Although 68% of unambiguous claims were referenced, 63% of those were supported by studies that were funded directly or indirectly by pharmaceutical companies. Only 13% of claims were supported with strong or moderate independent evidence.
Pharmaceutical advertisements continue to present vague and emotive claims with little independent supporting evidence. Pharmacists need to be aware of these limitations when providing patient care. Increased awareness of this issue among pharmaceutical companies, Australian pharmaceutical journal publishers, regulators and pharmacists will assist in promoting optimised healthcare outcomes for the Australian public.
评估面向社区药剂师的澳大利亚药学杂志上药品广告声明及支持参考文献的质量。
纳入2012年至2015年在两份澳大利亚药学杂志上找到的所有药品整版广告。广告声明及参考文献按声明类型（明确至不可衡量）及支持参考文献中的证据水平（强至无关）进行评估。
共识别出290则不同的广告及598条声明，每则广告声明的中位数为2条。27%的声明明确，40%模糊，16%为情感性/不可衡量，17%为非临床或其他营销声明。所有声明中有一半有参考文献。尽管68%的明确声明有参考文献，但其中63%由制药公司直接或间接资助的研究支持。仅有13%的声明有强有力或适度的独立证据支持。
药品广告继续呈现模糊和情感性声明，几乎没有独立支持证据。药剂师在提供患者护理时需意识到这些局限性。提高制药公司、澳大利亚制药杂志出版商、监管机构和药剂师对该问题的认识将有助于为澳大利亚公众促进优化的医疗保健结果。
