Abstract
The objective of this study was to examine the pattern of drug companies in promoting disease
awareness activities in relation to HPV vaccines through various media channels in Thailand including
television, magazines and the internet. Using content analysis of media content from 1st January 2006 to
31th December 2008, 47 disease awareness activities were found, of which 23 (48.94%) were on the internet,
22 (46.80%) in magazines, and two (4.26%) in television programs. The primary source of information was
from government agencies (36.67%) and the most common presentation pattern was in the form of academic
paper (36.17%). A fear appeal was the most typical communication method (59.57%). Five activities
contained incorrect data about the vaccine (10.64%). On websites, the connection of the disease awareness
activities and the sponsoring drug companies could be identified by the brand logo, the theme color, and
the product packaging linking to specific HPV strands covered by the vaccine. Hotline numbers, sponsored
by the pharmaceutical companies, were also available on the websites and magazines for consumers.
We thus propose that responsible authorities, including the Thai Food and Drug Administration,
regulate the drug advertisement policy more proactively
