การประเมินการรู้เท่าทันสื่อโฆษณายาและผลิตภัณฑ์เสริมอาหารที่ผิดกฎหมายของอาสาสมัครสาธารณสุขประจําหมู่บ้าน (อสม.) อําเภอนาหมื่น จังหวัดน่าน

Abstract

There are a lot of inappropriate advertising of dietary supplements. Consumers without advertising media literacy shall become victims of advertising. Village health volunteers (VHVs) are able to access consumers; therefore, they need to have media literacy skills so that they can monitor false health products, communicate with and warn consumers. Method: The research was conducted on the basis of a mixed method design, divided into 2 phases. The 1st phase was conducted in the form of a qualitative research design using an in-depth study to investigate the pattern of how VHVs of Namuen district monitor illegal advertising of drug and dietary supplements. Two groups of discussion were available, namely, the group of VHVs working on consumer protection and the group of Namuen district public health officers responsible of consumer protection. Data obtained were analyzed using content analysis. The 2nd phase was conducted in the form of a survey research design to seek VHVs’ media literacy levels and factors affecting media literacy of VHVs. A questionnaire was used to collect data from the sample consisting of 168 VHVs of Namuen district. Results: The situation about the use of drug and dietary supplements in Namuen district revealed that people accessed those advertisements. Most older adults perceived information about drug or dietary supplement advertising from listening to community radio. They bought drug when they would like to relieve from their existing illness or would like to nourish their health to be stronger. The monitoring of advertising in Namuen district was implemented with the collaboration of agencies at district and provincial levels, i.e. Namuen Hospital, District Public Health Office, and Nan Provincial Public Health Office. They work collaboratively with minor healthcare service centers lie sub-district health promoting hospitals or community healthcare centers and VHVs. VHVs mentors oversee and assign VHVs to perform their duty in monitoring the use of drug, herbs or dietary supplements sold in communities since VHVs are people living in the areas and know movements in their communities.

VHVs’ media literacy level of illegal drug and dietary supplement advertising was 9.55 ±2.70 from the total score of 15. Factors affecting VHVs’ media literacy with statistical significance were age, levels of education, media exposure behavior, belief in internal locus of control, knowledge and understanding about advertising, and health literacy (p-value< 0.05). Conclusion: The group of people who play an important role in monitoring false advertisements of drug and dietary supplements in communities is VHVs. VHVs possess media literacy skills, making them able to monitor illegal advertisements. Knowledge support, being promoted to have belief in internal locus of control, and appropriate media exposure would help VHVs increase their media literacy skills.