A CROSS-SECTIONAL ANALYSIS OF HEALTH-RELATED MISLEADING ADVERTISEMENTS REPORTED BY SIDDHA REGIONAL RESEARCH INSTITUTE, PUDUCHERRY

Background: Misleading advertisements in the healthcare sector, particularly concerning Ayurveda, Siddha, Unani, and Homeopathy (ASU & H) products, pose significant risks to public health. Despite existing regulations, the prevalence of such advertisements remains a concern, necessitating comprehensive strategies for mitigation. Methods: This cross-sectional analysis examines misleading advertisements reported by the Siddha Regional Research Institute (SRRI), Puducherry, functioning as a Peripheral Pharmacovigilance Centre for Siddha. Data from August 2018 to October 2023 were analyzed, focusing on reported instances, categorization by disease system, prevalent advertising channels, and implications. Results: A total of 69 misleading advertisements were reported by SRRI during the study period. Analysis revealed a notable prevalence of Non-Communicable Diseases (NCD) in reported advertisements, with a significant focus on Diabetes Mellitus. Print media, electronic platforms, and other sources were identified as major channels for advertisement dissemination. Discussion: The findings underscore the urgent need for comprehensive measures to address misleading advertisements on ASU & H drugs. Regional variations in reporting patterns highlight the importance of localized approaches. Regulatory reforms heightened public awareness, media accountability, and technological interventions are recommended to mitigate the impact of misleading advertisements on public health. Conclusion: Addressing misleading advertisements in the Ayush sector requires a multifaceted approach encompassing regulatory reforms, public awareness campaigns, and collaboration with media outlets. By implementing targeted interventions and strengthening regulatory frameworks, the healthcare landscape can be safeguarded against the detrimental effects of deceptive advertising practices.