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WMA Guidelines on Promotional Mass Media Appearances by Physicians
WMA General Assembly 대한의학회 2015 Journal of Korean medical science Vol.30 No.12
Mass media can effectively play diverse roles in medical communication. Physicians, as professionals and experts can contribute to improved public health by providing the public with accurate health related information. Mass media provides a channel through which physicians may contribute to society by leveraging mass media appearances in positive ways. However, the increase in instances of physicians’ frequent appearances on mass media to recommend unproven treatments or products and to use such appearances for marketing purposes is posing a serious concern. The public may readily accept groundless recommendations by physicians and may develop unrealistic expectations. The subsequent confusion and disappointment can damage the patient-physician-relationship. This issue is more serous in some countries where there are different systems of medicine, including alternative medicine.