Pregledni rad
https://doi.org/10.21860/j.16.2.8
A Bioethical analysis of the consistency between the normative framework and promotional practices in medical advertising in the Republic of Croatia
Ivana Hardi
orcid.org/0009-0004-6214-9916
; Doktorandica Fakulteta za odgojne i obrazovne znanosti, Sveučilište J. J. Strossmayera u Osijeku
Filip Has
orcid.org/0009-0005-1600-0237
; Doktorand Fakulteta za odgojne i obrazovne znanosti, Sveučilište J. J. Strossmayera u Osijeku
Ivica Kelam
orcid.org/0000-0001-9087-0314
; Fakultet za odgojne i obrazovne znanosti / Fakultet za dentalnu medicinu i zdravstvo, Sveučilište J. J. Strossmayera u Osijeku
*
* Dopisni autor.
Sažetak
Contemporary promotional practices in health communication significantly reshape how medical information and products are presented to patients, thereby raising new ethical and regulatory challenges. This study examines the ethical and normative issues of medical advertising, with particular emphasis on the promotion of pharmaceuticals in the context of the growing use of online platforms. It proceeds from the assumption that digital media, despite their potential to increase the accessibility of health information, create opportunities for manipulative practices that may undermine patient autonomy, encourage irrational use of medicines, and call into question the fairness of access to information. The bioethical principles of autonomy, beneficence, non-maleficence, and justice are employed as theoretical standards to assess the alignment of promotional activities with professional and societal norms. The analysis of relevant regulations in the Republic of Croatia shows that, although the normative framework formally provides a high level of protection, it also reveals shortcomings in the governance of digital communication, particularly regarding covert advertising, sponsored content, and the influence on vulnerable groups. The study ultimately highlights the importance of strengthening oversight, transparency, and healthcare professionals’ education to ensure responsible medical advertising and promote the rational use of medicines.
Ključne riječi
bioethics; medicinal products; medical advertising; regulatory framework; Republic of Croatia
Hrčak ID:
344181
URI
Datum izdavanja:
6.2.2026.
Posjeta: 370 *