Analisis Isi Pelanggaran Etika Artikel Produk Kesehatan di Apotek Online Medicastore.com

Archie Rafael Manalang; Agustinus Rusdianto Berto; Arsa Widitiarsa Utoyo

doi:10.29313/jrjmd.v4i1.4012

Authors

Archie Rafael Manalang Universitas Multimedia Nusantara
Agustinus Rusdianto Berto Fakultas Ilmu Komunkasi, Universitas Multimedia Nusantara
Arsa Widitiarsa Utoyo Fakultas Ilmu Komunkasi, Universitas Multimedia Nusantara

DOI:

https://doi.org/10.29313/jrjmd.v4i1.4012

Keywords:

Analisis isi, etika komunikasi, Artikel Kesehatan Online

Abstract

Abstrak. Apotek online Medicastore.com rutin menerbitkan artikel tentang kesehatan dan produk kesehatan untuk meningkatkan performa di mesin pencari, jumlah kunjungan, dan minat pembeli. Penelitian ini menganalisis artikel yang diterbitkan sepanjang tahun 2022 berdasarkan Etika Pariwara Indonesia dan Kode Etik Usaha Farmasi (KEU Farmasi) Indonesia terkait promosi digital. Hasilnya menunjukkan bahwa Medicastore patuh dalam hal tidak mengeksploitasi ketakutan, tidak menggunakan diagnosis yang tidak pasti, dan tidak membuat klaim manipulatif. Mereka juga konsisten menyediakan informasi lengkap terkait produk kesehatan. Namun, ditemukan kelemahan seperti tingginya pembuatan janji yang belum terjamin, kurangnya klaim yang sesuai dengan Kriteria Umum KEU Farmasi, kurangnya dukungan atau bantahan terhadap klaim yang dinyatakan, dan kurangnya bukti yang berbimbang.

Abstract. The online pharmacy Medicastore.com regularly publishes articles about health and health products to improve search engine performance, visitor numbers, and buyer interest. This study analyzes articles published throughout 2022 based on the Indonesian Advertising Ethics and the Indonesian Pharmaceutical Business Code of Ethics (KEU Farmasi) related to digital promotion. The results show that Medicastore complies well by not exploiting fear, not using uncertain diagnoses, and not making manipulative claims. They also consistently provide complete mandatory information regarding the health products discussed. However, there are weaknesses such as the high frequency of unguaranteed promises, the lack of claims that meet the General Criteria of the KEU Farmasi, insufficient support or rebuttals for the claims made, and a lack of weighted evidence.

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