Sendagaien publizitatea

Iraculis Arregui, Nerea

Publication year:

2010

Publication place:

Donostia-San Sebastián

ISSN:

1137-1951

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Summary

The pharmaceutical company, with respect to advertising, is no different from other consumer product companies. Health protection explains the interventionism in this field, with the aim of reinforcing the informative dimension of advertising medicine, reducing the persuasive dimension without ruling it out completely. This aim is explained in the restrictive regulation, without taking into account the different target groups or the different communication strategies. The appearance of the pharmaceutical industry by means of self regulation in the interest of an environment which favours advertising must be highlighted.