SILVA, Maria Eduarda de Freitas.
Resumen:
Longevity grows in Brazil and in the world with this the consumption of medicines strengthens. Drug advertising consists of the product's disclosure by the pharmaceutical industry, with emphasis on the brand, aiming to promote its prescription and / or acquisition. Drug advertising and marketing cause great motivation in the unreasonable use of medicines by generating excessive drug use. Self-medication is considered a public health problem and when practiced by the elderly, offers even more severe health risks and damages, including death. This study consists of a research involving articles, legislation between 2014 and 2019 that contains the keywords: “Medicines”, “Elderly”, “Self-medication”, “Advertising”, coming from the electronic databases Scientific Electronic Library Online (scielo), Latin American and Caribbean Health Sciences Literature (LILACS), (CAPES) Coordination for the Improvement of Higher Education Personnel, as well as the websites of the Brazilian Institute of Geography and Statistics (IBGE), World Organization (WHO) and others. Given this, the objective of this work will be to conduct a survey of bibliographic data that expose the influence that the advertising of prescription drugs has on the elderly. The research emphasizes that the indiscriminate use of medicines is a constant practice among the elderly, being the advertising of medicines one of the aggravating factors of this practice, promoting a greater irrational use of medicines, increase of drug interactions with the most used drugs by the elderly and raising drug expenses, and shows the importance of the pharmacist as a qualified professional to promote the rational use of medicines, the reduction of morbidity and mortality risks and costs related to pharmacotherapy for the elderly society.
