Online Health Product Advertiser: A Case Study of Product Review or Advertisement by Healthcare Professionals

Abstract

This article explores the issue of medical professionals promoting health products through online platforms and the corresponding regulatory frameworks. The research, employing a document analysis method, revealed that consumers who opt to purchase health products endorsed by medical professionals face heightened health risks. Such advertisements frequently contain exaggerated claims regarding the products' efficacy. This concern was underscored by the increasing number of ethical violations cases by medical professionals, with complaints lodged with the Medical Council rising steadily each year. In terms of current regulatory frameworks, Thai law predominantly relies on the Medical Profession Act B.E. 2525 (1982). However, this legislation lacked specific guidelines or prohibitions concerning advertising, product reviews, or the role of medical professionals as product presenters in both online and other types of media. Moreover, there were no penalties for making exaggerated claims about product quality. Consequently, regulatory oversight was supplemented by the Food Act B.E. 2522 (1979), the Drug Act B.E. 2510 (1967) and their amendments, as well as the Consumer Protection Act B.E. 2522 (1979) and the Computer-Related Crime Act (No. 2) B.E. 2560 (2017), though these laws did not comprehensively address all pertinent issues. In contrast, international regulations placed a strong emphasis on consumer protection and the prevention of misleading advertising claims. These frameworks encompass a variety of measures, including issuing warnings to medical professionals, documenting instances of consumer exploitation, and imposing administrative sanctions that can affect the renewal of professional licenses.