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Unverified Articles Could Invite Penalties, Warns MoH

DUBAI - The Ministry of Health (MoH) can take action against journalists and media organisations if unverified medical services and products are highlighted through articles.

Action is taken only if the article specifically details a medical centre’s services and products and glorifies them without verification, which is a form of indirect advertisement.

The ministry refers such articles to the National Media Council (NMC) for action that may include unspecified monetary fines depending on the severity of the violation.

In 2007, the ministry banned all kinds of medical advertisements in the local media without approval under the law regulating health advertisements. However, monitoring of indirect advertising is part of an internal
ministerial decree.

Dr Abdul Kareem Al Zarouni, Director of the Medical Advertisements Department at the MoH, told Khaleej Times on Sunday that after the ministry announced strict guidelines to monitor medical advertisements in print/electronic media, companies are using indirect methods of advertising.

‘To bypass the system, companies are using press releases and articles that glorify their new products and services. This is called indirect advertisement,’ explained Dr Zarouni.

‘While some claims by these companies may be true, the others may only be just tall claims. This is what we need
to verify.’

Dr Al Zarouni said such published articles are forwarded to the NMC with details such as the name of the organisation, date of publication and details of the write-up.

In 2008, 244 cases of violations of medical advertisement regulations were recorded.

The number of advertisements, including medical articles, sent to the NMC was also 244, while the number of advertisements given the licenceto be published was6,787.

‘The aim of monitoring medical advertisements through articles is patient safety. While companies may say that a particular product or service is accredited, journalists may not verify it. But, at the MoH, we are monitoring all such publications and cross-checking the claims,’ he said.

‘However, if the media companies clarify the point and explain why the article has been published, we can reconsider the case.’

As per the law, individuals/companies and print and electronic media cannot run advertisements that may mislead the readers or viewers about products or may cause harm to the public. Those violating the law can be fined up to Dh20,000.

asmaalizain@khaleejtimes.com