La irresponsable publicidad de los medicamentos

Las publicidades de medicamentos se han tornado un elemento de verdadero peligro público.

Además de violar regulaciones producen difusión engañosa de las propiedades  curativas de las medicinas a las que se les atribuye poderes cuasi mágicos.

La Asociación Agentes de Propaganda Médica (AAPM) renovó su denuncia  a la Administración Nacional de Medicamentos, Alimentos y Tecnología Médica (ANMAT) [1], para que haga cumplir la resolución 20/2005 del propio organismo, ante la “irresponsable” y “peligrosa” publicidad de medicamentos de venta libre. Se trata de los avisos comerciales que a esta altura del año inundan los programas de televisión, como sucede con el antigripal Next, los calmantes Ibupirac y Actron o los antiespasmódicos Buscapina y Sertal.

La publicidad nos muestra las seductoras imágenes de una mami con su hijo accediendo a un shopping. De pronto ella se detiene y se toma el vientre: “Esta sensación de puntadas a veces me impide seguir porque es muy fuerte. (…)  Que un dolor de panza no te haga perder momentos valiosos de tu vida. Desde moderado a fuerte, aliviá el dolor de panza con Buscapina“.

Nada se dice sobre que el Butilbromuro de Hioscina (HBB) puede ocultar durante un tiempo la manifestación de una apendicitis y transportarla en silencio hasta la grave peritonitis. Ni tampoco en la publicidad se menciona la advertencia del folleto que acompaña al medicamento: “Para más información sobre los beneficios, riesgos y efectos secundarios, consulte a su médico o farmacéutico”.

 

Los famosos y la publicidad de medicamentos

Para Marley (Alejandro Wiebe), por caso, la gripe se cura, casi milagrosamente, con un comprimido de “Next”. Carlos Chiale, Presidente de la ANMAT y Sebastián Duarte, de la AAPM denunciaron “la irresponsable publicidad del medicamento Next del laboratorio Gennoma Lab de México, que alienta su consumo a través de un spot publicitario en el que participa el conductor televisivo Marley que promociona al medicamento para afrontar estados gripales o resfríos habituales (…), sin advertir sobre sus efectos secundarios y alentando el consumo de paracetamol, que se ha convertido en una causa de intoxicación medicamentosa que ha superado incluso al ácido acetilsalicílico”.

La denuncia señala que “la fórmula del Next contiene 500mg de paracetamol, además de cafeína, clorhidrato de fenilefrina y butetamato”.

Además debe considerarse en esta suerte de incentivo a la automedicación la altamente probable posibilidad de sobredosis escalonada que puede ocurrir cuando las personas, ante el dolor, y en repetidas ocasiones, toman un poco más de paracetamol del que deberían. “Con el tiempo, el daño se acumula, y el efecto puede ser fatal”, afirma el doctor Kenneth Simpson, que ha publicado sus conclusiones en la revista ‘British Journal of Clinical Pharmacology [2].

“La publicidad de Marley podría ser divertida si promocionara un chocolatín. Pero promociona el antigripal Next, disfrazándose en esta ocasión de guarda de subterráneo”, advirtió José Charreau, secretario de Acción Social de la AAPM [3].

La publicidad de medicamentos adquiere características de “brujo de la tribu que oferta pociones mágicas”. Un estado gripal se evapora en cuestión de minutos. Con un poco más de tiempo, no mucho, desaparece un dolor de espaldas o dolores articulares. La acidez de estómago deja de ser un problema y, parecería ser, que no se necesita averiguar el origen ni que un profesional de la salud diagnostique, sobre todo en materia de refuerzos vitamínicos ya que una pastilla soluble cubre todo lo que a tus energías le está faltando.

En una publicidad que podría calificarse, cuando menos, como un absurdo engaño que aprovecha las urgencias que genera el dolor, el Voltarén Emulgen de Glaxo le da energías profesionales empuñando una raqueta a una mujer que minutos atrás quedaba paralizada por un dolor lumbar.

Y a un matrimonio que siente taladrada su cabeza por el ruido de un martillo neumático callejero, Bayer le recomienda un Actrón –léase Ibuprofeno– como si fuese un caramelo.

Y como Marley no es el único famoso usado para recomendar estas pócimas legales, se suman Gabriel Batistuta que aupa a un gordo amigo superpesado luego de que el Ibupirac en cápsulas le quitara en minutos un fuerte dolor dorsal mientras que Adrián Suar hace unas horas extras, para sumar a su vanidad personal –no me digan que precisa sumar una moneda–, promocionando al popular Tafirol.

 

  1. La Administración Nacional de Medicamentos, Alimentos y Tecnología Médica (ANMAT) es un organismo descentralizado de la Administración Pública Nacional creado en agosto de 1992, mediante el decreto 1490/1992.
  2. La British Journal of Clinical Pharmacology es una revista médica mensual publicada por Wiley-Blackwell en nombre de la British Pharmacological Society. Cubre todos los aspectos de la acción de drogas en humanos y se estableció en 1974.
  3. Texto tomado de ANDigital.

 

FUENTES DE INFORMACIÓN

  • Asociación Agentes de Propaganda Médica (AAPM)
  • Administración Nacional de Medicamentos, Alimentos y Tecnología Médica (ANMAT)

57 thoughts on “La irresponsable publicidad de los medicamentos

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