Impact of regulation on advertising and promotion of traditional herbal medicines and food supplements

Dzeparoski, Marjan and Trajkoic-Jolevska, Suzana (2018) Impact of regulation on advertising and promotion of traditional herbal medicines and food supplements. International Journal of Pharmaceutical and Healthcare Marketing, 12 (1). pp. 77-90. ISSN 1750-6123

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Abstract

Purpose – The purpose of this paper is to show that advertising as part of product promotion is in strict
correlation with the specific regulation of each product category, food supplements and herbal/over-the-counter
medicines. Main contributions of the paper are two-fold. First, it demonstrates that there are products when
certain botanical is registered according to legislation as herbal medicine, but at the same time it can be found in
sales as food supplement. This can happen within the same country, but it is more frequent within different
countries. Second, the possibility for regulation harmonization is discussed.
Design/methodology/approach – In this paper, a comparative analysis of regulation for concerned
products in European Union and countries of interest is made. In two case studies, a comparative analysis of
marketing of the products in Macedonia and Serbia is made.
Findings – Food supplements are subject to more liberal regulation in comparison with herbal/over�the-counter medicines, but should not be attributed indications and properties that they do not possess.
Regulation is stricter and more complex for over-the-counter medicines as a separate class of medicines,
these must be correlated with registered properties and indications and are subject to approval by
regulatory bodies (print media: advertisement in newspaper/magazine, poster, brochure, flyer, banner
and billboard and electronic media: TV spot, radio advertising and internet advertisement).
Research limitations/implications – Countries of interest: EU, Macedonia, Serbia, Montenegro,
Albania, Kosovo, Bosnia and Herzegovina.
Practical implications – The paper will contribute toward the creation of promotional and marketing
steps in placement of these products on the market in countries of interest, based on regulation of the product
category.
Social implications – The discussed opportunities for harmonization are applicable and realistic and can
positively contribute for better flow and placement of food supplements and herbal/over-the-counter
medicines in different countries. The results of the case studies can also be used for regulatory activities and
preparation of marketing materials for other products on other markets of interest with same or similar
regulation.
Originality/value – For the first time, a comparative analysis of regulation is made for concerned products
in countries of interest. Possibility for regulation harmonization is discussed.

Item Type: Article
Impact Factor Value: 1.4
Subjects: Medical and Health Sciences > Health sciences
Divisions: Faculty of Medical Science
Depositing User: Marjan Dzeparoski
Date Deposited: 22 Jan 2024 10:44
Last Modified: 22 Jan 2024 10:44
URI: https://eprints.ugd.edu.mk/id/eprint/33240

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