Promote the role of the mass media in health information dissemination
The general public do not have easy access to essential health information both for self-care and for sound selection of health service providers. In a situation where the mass media have a strong influence upon the people’s awareness and decision-making, the private sector has made wide use of the mass media in publicizing its products. If the information given is accurate and sound it will be useful for consumers but if it is misleading, inaccurate or conductive to building up inappropriate values and beliefs concerning health and consumers’ behaviours, it may be harmful to the people’s health.
The recommended stragies for promoting an appropriate role for different types of mass media and relavant commercial systems appear as follows :
1. Promote the capacity of the mass media in providing accurate and appropriate health information and value orientation
As the mass media have a strong influence upon the people’s awareness and decistion-making in the IT era, it is extremely important to strengthen their role in providing the general public with accurate, unbiased and appropriate health information. This might be done through setting up control and feedback mechanisms in order to reduce inaccurate or inappropriate information dissemination. Whenever possible a mechanism or legal framework requiring the mass media to increase their role in health promotion should be set up for the purpose of reducing unnecessary health expenditure in the long term.
2. Promote stronger commitment to professional and business ethics among the mass media
Publicity including commercials on health-oriented products and services may cause misunderstandings or generate wrong values and beliefs concerning health and consumer behaviors. Control of publicity through the mechanism established by the Consumers’ Protection Committee of FDA regulations may be effective to a certain extent but at the same time it is necessary to promote, within the relevant sectors an awareness and commitment to professional and business ethics, including social responsibility. Another possible approach is to support crosschecking within the profession, which might be more effective and sustainable than control by a government mechanism.