Medical Advertising Regulations and Patient Protection as Consumers of Healthcare Services
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This article examines regulations on advertising and promotion of medicines and medical devices through normative legal analysis, focusing on the tension between freedom of enterprise and protection of patients as consumers of health services. The legal materials analysed include laws in the fields of health, consumer protection, trade, hospitals, and electronic information and transactions, accompanied by implementing regulations from the Ministry of Health and the National Agency of Drug and Food Control (BPOM). Academic literature on health law, consumer law, patient safety, and regulatory theory is used to construct a theoretical framework that explains the legitimacy of restrictions on medical advertising and protection against misleading information. The results of the study show that freedom of enterprise is recognised, but is considered a conditional freedom. The Health Law and BPOM regulations stipulate the obligation to provide truthful and complete information in advertisements for medicines and medical devices, while the Consumer Protection Law affirms the right of patients to honest information and the possibility of claiming compensation when losses occur due to misleading information. The Trade Law and Hospital Law regulate promotion within the framework of business practices and ethical service obligations, while the Electronic Information and Transactions Law extends the regulation to the digital space. Legal protection for patients is built through a combination of preventive, corrective, and repressive instruments. Preventive instruments are realised through the regulation of the substance and procedures of promotion. Corrective instruments take the form of civil liability and administrative mechanisms that allow for the withdrawal or prohibition of advertisements. Repressive instruments are available when misleading information exceeds limits and constitutes a criminal offence. The analysis highlights the importance of documenting promotional materials, accessible complaint mechanisms, and ethical awareness among healthcare professionals and service facility managers. This article concludes that the national regulatory framework has led to relatively comprehensive protection for patients, but its effectiveness is highly dependent on consistent enforcement, coordination between authorities, and improved legal and health literacy among the public.
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