Roche publica una guía de principios en las redes sociales

• Roche ha hecho pública una guía de buenas conductas para participar en las redes sociales. La guía es pública y se puede descargar desde la Web oficial de la compañía.

Twitter, Facebook, blogs, Youtube... el número de redes sociales se incrementa a un ritmo vertiginoso, y cada vez son más las personas que tienen acceso a estos espacios de encuentro e intercambio de información. Además, estos medios se han convertido en canales de comunicación de muchas empresas, aunque la regulación respecto a los contenidos y la forma aún sigue estando en el aire, lo que convierte a estos espacios en una 'tierra de nadie' donde todo vale. Sin embargo, cuando estos espacios hacen referencia al sector farmacéutico, muchos pueden ser los conflictos que se pueden generar: desinformación o confusión entre pacientes acerca de patologías, o que la imagen de un laboratorio farmacéutico se vea afectado por comentarios inapropiados o falsos.

Precisamente Roche ha sido la primera compañía farmacéutica en darse cuenta de los peligros y la falta de regulación de los 'social media', por lo que ha publicado una guía de principios y consejos para la participación en las redes sociales.

Uno de los aspectos en los que incide la guía es la diferencia que existe entre hablar y dejar comentarios en la red como un representante de la compañía, un portavoz, y una persona que habla sobre Roche y sus productos. La guía aconseja que antes de que los participantes dejen sus impresiones y opiniones en la red, piensen quiénes son, y el tipo de información que van a plasmar.

Is Google reliable?

Not only do most of our patients use Google to search on health topics, but I suspect many of us do too. This study assessed the quality of advice on 5 common paediatric questions on various internet sites accessed via Google. They rated the first 100 results for each question as to whether advice was consistent with current medical recommendations, inconsistent or not available. 39% of the 500 sites gave correct information, 11% were incorrect and 49% didn't answer the question. The quality of advice varied hugely depending on the question; only 51% of answers on autism and MMR were "correct" but 100% gave consistent advice on mastitis and breastfeeding and the correct sleeping position for a baby. UK Government or NHS sites gave consistently accurate results. Other official government sites were not commented on. We owe it to our patients to direct them to sites that we have confidence in Archives of Disease in Childhood 2010;95:580-582

Tobacco industry may be using YouTube to market its products

TOBACCO CONTROL

Tobacco industry may be using YouTube to market its products

[Connecting world youth with tobacco brands: YouTube and the internet policy vacuum on Web 2.0 Online First Tobacco Control 2010 doi 10.1136/tc.2010.035949]

Tobacco companies may be using web 2.0 media, such as YouTube, to market their products to young people, so getting round marketing restrictions for tobacco content in place elsewhere, suggests research published online in Tobacco Control.

Tobacco companies have always vehemently denied advertising on the Internet. Several of them signed up to a voluntary agreement to restrict direct advertising on websites by the end of 2002.

The authors targeted YouTube, because it has the largest market share of the online video market, and searched through the first 20 pages of video clips containing any reference to five tobacco brands.

These were Marlboro and L&M, marketed by Philip Morris; Benson and Hedges, marketed by both British American Tobacco and Gallagher; and Winston and Mild Seven, marketed by Japan Tobacco and Reynolds.

Marlboro, L&M, Winston and Mild Seven are the top four brands by world sales.

The authors analysed 163 relevant clips in all, over 20 of which appeared to be "very professionally made," they say.

The clips included the 40 most viewed for Marlboro, Winston cigarettes, and Benson and Hedges; 24 English language videos for Mild Seven; and 19 for L&M cigarettes.

Those videos associated with Marlboro were the most heavily viewed, totting up an average of almost 104,000 views each, with one attracting 2 million views alone.

Almost three quarters of the content found (71%) was classified as "pro-tobacco," with less than 4% classified as "anti-tobacco."

Most (70%) of the sample clips contained brand images of people smoking branded tobacco products, and most video clips for every brand studied, except Marlboro, contained brand content or the brand name in the title.

Out of 40 Marlboro videos, 39 had the name Marlboro in the title. Thirty three appeared to be related to the brand— for example, containing images of a man on a horse or the Marlboro advertisement theme, say the authors.

Archive material, celebrities/movies, sports, and music were the most common content themes in the 163 clips. These are likely to appeal to young people, say the authors.

Almost one in three (30%) of the Marlboro video clips studied featured music, and one in four (25%) featured celebrities/movies. Around half of Mild Seven (54%) and Benson and Hedges (45%) had a sports theme.

"The arguments used to limit tobacco imagery in film and TV appear to apply to internet videos," say the authors.

And they conclude: "Policy development by governments and/or the [World Health Organization] is needed to encourage or require website operators to add pro-tobacco imagery or brand content to the material they will remove, so as to reduce youth exposure to such material."

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