Najafi Marziyeh, Mosadeghrad Ali Mohammad, Arab Mohammad
Department of Health Management and Economics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran.
BMC Health Serv Res. 2024 Dec 18;24(1):1587. doi: 10.1186/s12913-024-12087-5.
The advertising of unhealthy products, including unhealthy foods, drugs with abuse potential, certain cosmetic products and services, and tobacco, has raised significant public health concerns due to its role in increasing consumption and contributing to the rise of non-communicable diseases. Policy development and enforcement in this area necessitate an in-depth analysis of the relevant stakeholders. This study aims to examine the stakeholders involved in regulating the advertisement of unhealthy products in Iran, providing critical evidence for shaping advertising regulations and reducing the societal consumption of such products.
This qualitative study, conducted in 2022, involved 18 experts experienced in the area of unhealthy product advertisement in Iran. Participants were selected through purposive and snowball sampling methods. The stakeholders' roles, power, positions, and interests were analyzed using Schmeer's guidelines.
17 stakeholders were identified as relevant to the ban on unhealthy product advertisements, of whom 14 were classified as active and three as inactive. Key stakeholders included radio and television broadcasters, the Ministries of Health, Culture, and Industry, as well as political institutions. The Ministry of Health (MOHME) emerged as a leading advocate for the ban, while the Ministries of Culture and Industry, along with political institutions, were identified as possessing significant power with moderate support for the policy. In contrast, broadcasters and social media platforms were powerful opponents of the ban.
The study underscores the pivotal role of stakeholders with high power and medium interest in the success of policies aimed at banning unhealthy product advertisements. Key challenges included conflicts of interest, insufficient penalties for organizations violating advertising regulations, organizational disputes, limited human and financial resources, lack of clear implementation guidelines, weak community engagement, and inadequate oversight. Engaging key stakeholders effectively could mitigate these obstacles and facilitate more effective health policy interventions in the future.
不健康产品的广告宣传，包括不健康食品、具有滥用潜力的药物、某些化妆品及服务以及烟草，因其在增加消费和助长非传染性疾病增多方面所起的作用，引发了重大的公共卫生问题。该领域的政策制定与实施需要对相关利益攸关方进行深入分析。本研究旨在审视伊朗参与监管不健康产品广告的利益攸关方，为制定广告法规及减少此类产品的社会消费提供关键证据。
这项定性研究于2022年开展，涉及18位在伊朗不健康产品广告领域经验丰富的专家。参与者通过目的抽样和滚雪球抽样方法选取。使用施米尔的指导方针分析利益攸关方的角色、权力、立场和利益。
确定了17个与禁止不健康产品广告相关的利益攸关方，其中14个被归类为积极的，3个为消极的。关键利益攸关方包括广播和电视广播公司、卫生、文化和工业部以及政治机构。卫生部成为该禁令的主要倡导者，而文化和工业部以及政治机构被认为拥有重大权力且对该政策有一定支持。相比之下，广播公司和社交媒体平台是该禁令的有力反对者。
该研究强调了高权力和中等利益的利益攸关方在旨在禁止不健康产品广告的政策成功方面的关键作用。主要挑战包括利益冲突、对违反广告法规的组织处罚不足、组织争端、人力和财力资源有限、缺乏明确的实施指南、社区参与薄弱以及监督不足。有效吸引关键利益攸关方可以减轻这些障碍，并在未来促进更有效的卫生政策干预。
