KEBIJAKAN PERIKLANAN OBAT DAN OBAT TRADISIONAL DI INDONESIA

Background: Advertising control of medicine and traditional medicine was based on the Decree of the Minister of Healthof Indonesia Number 386/Menkes/SK/IV/ 1994 about advertising guidelines medicine, traditional medicine, cosmetics, medical devices and foods. The purpose of the study are (1) to identify regulations related to the advertising of medicine and traditional medicine, (2) to identify the institutional related to the advertising of medicine and traditional medicine, and (3) to identify the implementation of regulations related to the advertising of medicines and traditional medicine. The study design was cross sectional with a descriptive approach. Methods: The research locations are in Jakarta, Yogyakarta, Denpasar, Medan and Yogyakarta in 2009. The samples were institutions related to the advertising of medicines and traditional medicines in central, provincial and district levels, i.e: Dinas Kesehatan Provinsi (Provincial Health Office), Dinas Kesehatan Kota (District Health Office), Badan POM (The National Agency of Drug and Food Control), GP Farmasi (The Indonesian Pharmaceutical Association), PPPI (The Association of Indonesian Advertising Entrepreneur), KPID (Provincia/Indonesian Broadcasting Commission), Dewan Pers (The Press Council), and YLKI (lndonesian Consumers Organization). The primary data were collected by using indepth interviews and focus group discussions. The secondary data were collected by copying of documents conjuction with the advertising of medicine and traditional medicine in 2009. Preliminary results enhanced by round table discussions in Jakarta. The data were analyzed by descriptive method. Results: Based on the results and discussion, a conclusion the research as follows: 1) The regulations related to the advertising are still based on Decree of the Minister of Health of Indonesia Number 386/Menkes/SK /IV/1994 that has been inadequate. Another regulation in the central, provincial and district associated with the advertising control of medicine and traditional medicine does not exist; 2) The authority of institutions related to the advertising control of medicine and traditional medicine were Badan POM conduct surveillance and repression advertising of medicine and traditional medicine, GPFI received acomplaint against the pharmaceutical industries that display advertising medicine and traditional medicine in violation of ethics, PPPI is responsible for broadcast creative, KPID oversee broadcast media, the Board Press oversee the print media,and YLKI protect the public from advertising medicine and traditional medicines are not right and report them to authorities; 3) Implementation of legislation regarding the advertising of medicines and traditional medicine are still commonly found advertising that distorted, particularly it's advertisements in local media. Key words: advertising, medicine, traditional medicine, legislation, health policy