THE CURRENT STATE OF THE PHARMACEUTICAL ADVERTISING MARKET IN UKRAINE AND EU CURRENT: PROBLEMS AND PROSPECTS

Abstract

In our universal life, pharmaceutical products play an important social role, which starts with the government, quality and safety depends on the state of health of the population. Therefore, there are certain risks of adverse effects of medicines on the human body, especially if such medicines are used by the population independently without the supervision of specialists. Since the advertising of medicinal products as a way of “informing or communicating” between the pharmaceutical manufacturer and the consumer, in addition to the generally existing requirements, prohibitions and requirements specific to this category of products are established. The responsibility placed on the pharmaceutical industry, on the one hand, obliges the manufacturer to provide consumers with objective information about its products, and on the part of the state, the need to take into account the risk to which public health may be exposed in the absence of the necessary regulation of the procedure for such “informing or communicating” by the pharmaceutical manufacturer with consumers.The relevance of study is confirmed by the latest change in the Law of Ukraine “On Advertising” adopted on July 28, 2022. This indicated that the state authorities adopt the experience of the EU and unify the legislation of Ukraine. An important basis for consideration of this issue is not only legal and practical aspect, but also social ones. Analysis and comparison of the experience of Ukraine and the countries of the European Union (EU) in the field of advertising of medicines (LZ) and medical devices (MD) is a component of the harmonious development of our legislation and the unification of requirements with the international community. The development and formation of the «pharmaceutical» advertising market has a long historical path, which made it an integral part of every person’s life. It is not necessary to directly deal with the advertising of drugs and alcohol in order to be influenced by it. It is enough to pay attention to the fact that commercials surround us everywhere: on TV, on the Internet, on the street and in public transport.According to the reports of the National Council on Television and Radio Broadcasting, advertising of LZ and MV makes up a third of the advertising airtime on national television.Analysis of the experience of Ukraine and the EU is a prerequisite for the development of medical culture in Ukraine, provides opportunities to protect the health of Ukrainians and will help to get on the path of rational use of medical and pharmaceutical products.