EVALUATION OF MANAGEMENT FOR HEALTH PRODUCT ADVERTISING PROBLEMS ON TELEVISION WITH COOPERATION OF THE FOOD AND DRUG ADMINISTRATION AND OFFICE OF THE NATIONAL BROADCASTING AND TELECOMMUNICATIONS COMMISSION
DOI:
https://doi.org/10.69598/tbps.17.1.93-108Keywords:
health product, advertising on television, advertising problem management, consumer protection, evaluationAbstract
This research aimed to evaluate the management for health product advertising problems on television with cooperation of the Food and Drug Administration (FDA) and Office of The National Broadcasting and Telecommunications Commission (NBTC) using the CIPP model including context, input, process, and product evaluation. This research utilized convergent mixed methods design by collecting quantitative and qualitative data in the sample group, 49 officers involved in the management of health product advertising problems and operation results. Data were analyzed by descriptive statistics and content analysis. Context evaluation results: The sample group had opinions at a high level. The cooperation of the FDA and NBTC in managing the problems of health product advertising is consistent with the context. Input evaluation results: The sample group had opinions at a medium level. The disadvantages were the lack of sufficient staff, workplace, and database, especially the FDA. Process evaluation results: The sample group had opinions at a high level. However, the process of document transmittal, monitoring, and evaluation of success should be improved. Product evaluation results: The sample group had a high level of satisfaction. The operation results showed that illegal health product advertisements receiving law enforcement management increased from 41 cases in 2017 before cooperation to 147 cases in 2018 and 61 cases in 2019. The average time for an order to suspend unlawful advertising decreased from 319 to 27 days. However, 26.09 percent of the health products advertised in violation of the law in 2020 were the same health products repeatedly illegally advertised even after being dealt with by law. The evaluation results showed that the cooperation of the FDA and NBTC in managing health product advertising problems on television should be a continued action. However, it should consider supporting more inputs, comprehensive and decisive enforcement of legal penalties to increase the efficiency of consumer protection.
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