Latin America’s Digital Media Ecosystem: An Analysis of Prescription Drug Coverage and Diffusion

Many countries ban direct-to-consumer advertising (DTCA) of prescription drugs due to potential health and financial risks. However, the internet and social media now offer new ways for pharmaceutical companies to share information and promote products. Covert marketing—indirectly promoting products through news media—has emerged as an alternative. This study explores the digital news landscape for prescription drugs in Latin America, a region that prohibits DTCA. Through content analysis, it examines prescription drug coverage in both traditional and digital news media published between 1 January 2017 and 1 January 2019, as well as its spread via social media platforms in the region’s six largest economies. The findings show that over 62% of news posts lacked neutrality, with articles on new treatments 74% less likely to be neutral, 64% less likely to mention adverse effects, and over eight times more likely to be promotional. Brazilian news had the highest social media sharing rate, with an emphasis on regulatory topics. Overall, digital news in Latin America leans toward promotional content rather than balanced reporting on drug risks and benefits. To support responsible journalism and reduce corporate influence, stronger pharmacovigilance and adherence to professional guidelines prioritizing accuracy, independence, and integrity are needed.