Pharmaceutical advertising in Korea, Japan, Hong Kong, Australia, and the US: Current conditions and future directions

Paek, Hye-Jin, Lee, Hyegyu, Praet, Carolus L. C., Chan, Kara, Chien, P. Monica, Huh, Jisu and Cameron, Glen T. (2011) Pharmaceutical advertising in Korea, Japan, Hong Kong, Australia, and the US: Current conditions and future directions. Health Communication Research, 3 1: 1-63.

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Name Description MIMEType Size Downloads
Author Paek, Hye-Jin
Lee, Hyegyu
Praet, Carolus L. C.
Chan, Kara
Chien, P. Monica
Huh, Jisu
Cameron, Glen T.
Title Pharmaceutical advertising in Korea, Japan, Hong Kong, Australia, and the US: Current conditions and future directions
Journal name Health Communication Research
ISSN 2093-2707
Publication date 2011-07
Sub-type Article (original research)
Volume 3
Issue 1
Start page 1
End page 63
Total pages 63
Place of publication Korea
Publisher Korea Health Communication Association
Collection year 2012
Language eng
Abstract The pharmaceutical industry has become one of the major industries worldwide as a result of increased efforts to reduce mortality and morbidity, the technological development of medical facilities and treatment, and the aging of the population. But because this product category is so closely associated with public health, pharmaceutical advertising has been strictly regulated by government agencies and monitored by the medical community, public health officials, and researchers. The complex issues involving multiple stakeholders raise the need for more open discussions among practitioners and researchers worldwide. In particular, the current global recession may intensify this pressure because of the economic benefits direct-to-consumer advertising (DTCA), which refers to advertising for prescription (Rx) medicines, provides. Taking account of these developments, this paper attempts to address the important and timely issue in global settings by providing an overview of regulations, studies, and practices in pharmaceutical advertising in the important Asian Pacific countries-Australia, Hong Kong in China, Japan, and South Korea-in addition to the US, one of the two countries where DTCA is allowed. Specifically, the following four issues are addressed in each of the five countries: (a) The current state ofpharmaceutical advertising for domestic and global products in each panelist’s country; (b) social, cultural, and regulatory issues that are relevant to pharmaceutical products and their ads; (c) empirical research on consumer perceptions and responses to pharmaceutical advertisements; and (d) future directions for research and practice. In so doing, this paper is expected to stimulate further discussions among policy makers, researchers, and practitioners, with regards to pharmaceutical advertising, health communication and policy, and relevant strategic communications in global health care settings.
Keyword Pharmaceutical advertising
Direct-to-consumer advertising (DTCA)
Over-the-counter Advertising (OTCA)
Public Health
Global strategic communication
Q-Index Code CX
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes This manuscript is based on a special theme session that was presented at the American Academy of Advertising-Asia Pacific Conference in Brisbane, Australia, on June 9, 2011. Paek proposed the session and originated the concept of the paper. Cameron served as a discussant in the session and wrote concluding remarks in this paper. The other authors, who made presentations for their respective countries as panelists in the session, are listed in the order in which each country was discussed in the paper. *

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Sub-type: Article (original research)
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Created: Wed, 03 Aug 2011, 17:04:35 EST by Ms Monica Chien on behalf of School of Tourism