Made available in DSpace on 2014-12-17T14:16:29Z (GMT). No. of bitstreams: 1 TayneACD_DISSERT.pdf: 1446758 bytes, checksum: aa2ceada514141861d1ce7f467fd83bb (MD5) Previous issue date: 2012-03-30 / INTRODUCTION: Drug advertisement stimulates self-medication and irrational use of medicines, especially when it starts to interfere in the prescription. Monitoring advertisements, as well as the observation of its influence on health professionals, prescriptions become necessary because of this public health problem. OBJECTIVE: The aim of this work was to analyze drug advertisements directed to gynecologists and/or obstetricians doctors relating them to the current legislation as well as its influence on prescription. METHODOLOGY: The sample was composed of drug advertisements divulged to the gynecologists and / or obstetricians doctors and was analyzed according to RDC96/2008. To evaluate the influence of advertisement on prescription, a questionnaire was administered to gynecologists / obstetricians doctors and prescriptions of a public maternity were also evaluated. RESULTS AND CONCLUSION: Concerning the advertisements analyzed, 48% complied fully with current legislation and 52% of the advertisements analyzed were in accordance to the RDC No. 96/2008 in most of the items evaluated. The doctors interviewed are used to receive the visits of propagandists, even in the public service, receiving gifts offered by the industry and believe that medicine advertisement tries to influence prescribing. Many of them use the material provided by the propagandist as a source for their prescription, although they present a critical view about them information. The use of trade name / mark on the prescription is a common practice among the doctors interviewed, even in the public service, suggesting there is an influence of medicine advertisement on the prescription / INTRODU??O: A propaganda de medicamentos estimula a automedica??o e o uso irracional de medicamentos, principalmente quando passa a interferir na prescri??o m?dica. A monitora??o da propaganda, assim como a observa??o da sua influ?ncia sobre os profissionais de sa?de, torna-se necess?ria frente a esse eminente problema de sa?de p?blica. OBJETIVO: Analisar propagandas de medicamentos dirigidas a m?dicos ginecologistas e/ou obstetras frente ? legisla??o vigente assim como sua influ?ncia sobre a prescri??o. METODOLOGIA: A amostra foi composta por propagandas de medicamentos divulgadas aos m?dicos ginecologistas e/ou obstetras e foi analisada de acordo com a RDC96/2008. Para a avalia??o da influ?ncia da propaganda sobre a prescri??o, foi aplicado um question?rio aos m?dicos ginecologistas e/ou obstetras e avaliadas prescri??es de uma maternidade p?blica. RESULTADOS: Das propagandas analisadas, 48% cumpriram na ?ntegra a legisla??o vigente e 52% das propagandas analisadas obedecem a RDC n? 96/2008 na maioria dos itens avaliados. Os m?dicos inquiridos mant?m a pr?tica de receber a visita de propagandista, inclusive no servi?o p?blico, recebem brindes oferecidos pela ind?stria e acreditam que a propaganda de medicamentos tenta influenciar a prescri??o. Muitos utilizam o material fornecido pelo propagandista como fonte para sua prescri??o, embora tenham uma vis?o cr?tica perante o mesmo. A utiliza??o de nome comercial/marca na prescri??o ? uma pr?tica comum entre os m?dicos interrogados, inclusive no servi?o p?blico, o que sugere uma influ?ncia da propaganda de medicamentos sobre a prescri??o