{"id":30865,"date":"2022-10-10T12:06:32","date_gmt":"2022-10-10T11:06:32","guid":{"rendered":"https:\/\/faus-moliner.com\/nueva-guia-europea-para-la-promocion-de-medicamentos-a-traves-de-canales-digitales\/"},"modified":"2022-10-10T12:14:36","modified_gmt":"2022-10-10T11:14:36","slug":"nueva-guia-europea-para-la-promocion-de-medicamentos-a-traves-de-canales-digitales","status":"publish","type":"post","link":"https:\/\/faus-moliner.com\/en\/nueva-guia-europea-para-la-promocion-de-medicamentos-a-traves-de-canales-digitales\/","title":{"rendered":"Nueva gu\u00eda europea para la promoci\u00f3n de medicamentos a trav\u00e9s de canales digitales"},"content":{"rendered":"\n<p>El imparable desarrollo de la sociedad de la informaci\u00f3n genera cada vez m\u00e1s y m\u00e1s r\u00e1pido, nuevas formas, medios y canales de comunicaci\u00f3n a trav\u00e9s de los cuales, las compa\u00f1\u00edas promocionan y\/o informan de sus productos. En el caso de las compa\u00f1\u00edas farmac\u00e9uticas que informan y\/o promocionan medicamentos de su pipeline, la naturaleza&nbsp;<strong>cada vez m\u00e1s global<\/strong>&nbsp;de estos canales y medios de comunicaci\u00f3n entra\u00f1a riesgos elevados.<\/p>\n\n\n\n<p>Hay que recordar que el nivel de regulaci\u00f3n en este \u00e1mbito es muy elevado, a lo que debe a\u00f1ad\u00edrsele la fragmentaci\u00f3n de la normativa, en Espa\u00f1a, entre leyes, reales decretos, c\u00f3digos de autorregulaci\u00f3n y notas informativas de las comunidades aut\u00f3nomas.<\/p>\n\n\n\n<p>En Espa\u00f1a y en el resto de la Uni\u00f3n, la promoci\u00f3n directa al p\u00fablico de medicamentos sujetos a prescripci\u00f3n no est\u00e1 permitida. Dado el alcance de las redes sociales, como dec\u00edamos, cada vez m\u00e1s global, as\u00ed como la imposibilidad de&nbsp;<strong>controlar el \u00e1mbito geogr\u00e1fico y la audiencia<\/strong>&nbsp;de estas redes, el riesgo de terminar infringiendo esta prohibici\u00f3n en el entorno digital, por parte de compa\u00f1\u00edas farmac\u00e9uticas, es elevado.<\/p>\n\n\n\n<p>Con el fin de abordar esta problem\u00e1tica, el pasado 28 de septiembre,&nbsp;<strong>IFPMA<\/strong>&nbsp;y&nbsp;<strong>EFPIA<\/strong>&nbsp;publicaron una gu\u00eda conjunta sobre actividades en redes sociales y canales digitales. En Espa\u00f1a, el&nbsp;<strong>C\u00f3digo de Farmaindustria<\/strong>&nbsp;ya hab\u00eda incluido, en su art\u00edculo 8, pautas para el control de contenidos en redes sociales y canales digitales. Adem\u00e1s, algunas comunidades aut\u00f3nomas han emitido notas informativas (i.e. la gu\u00eda catalana de publicidad de medicamentos contiene una secci\u00f3n sobre promoci\u00f3n y redes sociales y las monograf\u00edas catalanas para el correcto uso de las redes en la promoci\u00f3n de f\u00e1rmacos). Sin embargo, ni la ley de garant\u00edas ni el real decreto de promoci\u00f3n de medicamentos recoge pautas concretas para el entorno digital.<\/p>\n\n\n\n<p>Esta nueva gu\u00eda conjunta de IFPMA y EFPIA, que reproduce buena parte de los principios del C\u00f3digo EFPIA de buenas pr\u00e1cticas en lo que se refiere al uso de canales digitales, as\u00ed como las pautas del C\u00f3digo de Farmaindustria en relaci\u00f3n con el entorno digital, aporta novedades significativas.<\/p>\n\n\n\n<p>En primer lugar, establece un principio general seg\u00fan el cual, todas las comunicaciones se consideran hechas al p\u00fablico (por lo tanto, cuidado con las que se refieren a medicamentos de prescripci\u00f3n) cuando no se hayan tomado medidas efectivas para restringir el acceso al contenido. En segundo lugar, establece<strong>&nbsp;pautas precisas<\/strong>&nbsp;para guiar el uso de los diferentes tipos de medios digitales, diferenciando entre redes sociales, blogs, podcasts, etc. Adem\u00e1s, la gu\u00eda destina una muy \u00fatil secci\u00f3n a preguntas espec\u00edficas para que las compa\u00f1\u00edas realicen el an\u00e1lisis de riesgos sobre el contenido, acceso, presentaci\u00f3n, etc. del material distribuido por redes sociales.<\/p>\n\n\n\n<p>En un mundo cada vez&nbsp;<strong>m\u00e1s interconectado&nbsp;<\/strong>y con canales de comunicaci\u00f3n m\u00e1s globales y novedosos, la adopci\u00f3n de pautas concretas de comportamiento en este \u00e1mbito siempre es bienvenida pues aporta m\u00e1s claridad en el uso de estos canales y, en definitiva, mayor seguridad jur\u00eddica.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El imparable desarrollo de la sociedad de la informaci\u00f3n genera cada vez m\u00e1s y m\u00e1s r\u00e1pido, nuevas formas, medios y canales de comunicaci\u00f3n a trav\u00e9s de los cuales, las compa\u00f1\u00edas promocionan y\/o informan de sus productos. En el caso de las compa\u00f1\u00edas farmac\u00e9uticas que informan y\/o promocionan medicamentos de su pipeline, la naturaleza&nbsp;cada vez m\u00e1s&#8230; <\/p>\n<div class=\"clear\"><\/div>\n<p><a href=\"https:\/\/faus-moliner.com\/en\/nueva-guia-europea-para-la-promocion-de-medicamentos-a-traves-de-canales-digitales\/\" class=\"excerpt-read-more\">Read More<\/a><\/p>\n","protected":false},"author":27,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[499,71],"tags":[],"coauthors":[],"class_list":["post-30865","post","type-post","status-publish","format-standard","hentry","category-el-global","category-publications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nueva gu\u00eda europea para la promoci\u00f3n de medicamentos a trav\u00e9s de canales digitales - Faus Moliner<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/faus-moliner.com\/en\/nueva-guia-europea-para-la-promocion-de-medicamentos-a-traves-de-canales-digitales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nueva gu\u00eda europea para la promoci\u00f3n de medicamentos a trav\u00e9s de canales digitales - Faus Moliner\" \/>\n<meta property=\"og:description\" content=\"El imparable desarrollo de la sociedad de la informaci\u00f3n genera cada vez m\u00e1s y m\u00e1s r\u00e1pido, nuevas formas, medios y canales de comunicaci\u00f3n a trav\u00e9s de los cuales, las compa\u00f1\u00edas promocionan y\/o informan de sus productos. 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