Assessing Ethical Compliance of Antimicrobial Drug Promotional Materials in India: A Who-Guided Cross-Sectional Study

Background: Pharmaceutical promotional materials significantly influence prescribing behaviours, particularly in the case of antimicrobials, where inappropriate promotion contributes to antimicrobial resistance (AMR). Compliance with the ethical standards established by the World Health Organization (WHO) for drug promotion is still uncertain in India. Methods: An observational, cross-sectional study was performed in the Department of Pharmacology at Moti Lal Nehru Medical College, Prayagraj. Ethical criteria of WHO were implemented to evaluate a total of 160 printed drug promotional literatures (DPLs) obtained from private healthcare facilities. Results: All 160 drug promotional literatures (DPLs) mentioned both brand and generic names. The information about the active ingredient quantity and therapeutic indications were mentioned in 90% and 85% of cases, respectively. However, safety-related details were inconsistently reported: side effects (18%), warnings (15%), contraindications (16%), and drug interactions (11%). Only 31% included scientific references, and none of them addressed important issues like antimicrobial resistance or stewardship principles. Conclusion: There are significant gaps in the ethical quality of antimicrobial promotional materials. These findings underscore the need for regulatory vigilance and better education of healthcare professionals to support rational antibiotic use and AMR control.