What the study found
Most private hospital managers interviewed supported regulating healthcare advertising through legal frameworks. They were concerned about the rise of social media advertising, ethical breaches, and confusion between advertising, promotion, and informational communication.
Why the authors say this matters
The authors conclude that providers should protect patients’ right to accurate, unbiased information while avoiding misleading content. They also state that the findings have implications for policymakers seeking a more ethical and transparent healthcare communication environment.
What the researchers tested
The study examined the perceptions, approaches, and knowledge of private hospital managers in Istanbul about Türkiye’s healthcare advertising ban. The researchers conducted in-depth, semi-structured, open-ended interviews with 12 managers from private hospitals and analyzed the data using an inductive thematic framework.
What worked and what didn't
Six main themes were identified: views on healthcare advertising bans, feelings about healthcare advertisements, views on healthcare advertising risks, willingness to advertise their own hospitals, knowledge of advertising regulations, and comments on the distinction between promotion, information, and advertising. The findings indicated strong support for legal regulation, while managers viewed uncontrolled social media advertising and ethical breaches as major problems.
What to keep in mind
The study is based on 12 managers from private hospitals in Istanbul, so the scope is limited. The abstract does not describe additional limitations beyond the sample and setting.
Key points
- Twelve private hospital managers in Istanbul were interviewed about Türkiye’s healthcare advertising ban.
- Most managers supported legal regulation of healthcare advertising.
- Managers identified social media advertising and ethical breaches as major concerns.
- The study found confusion between advertising, promotion, and informational communication.
- The authors say the findings have implications for more ethical and transparent healthcare communication.
Disclosure
- Research title:
- Private hospital managers back legal regulation of healthcare advertising
- Authors:
- Tutku EKİZ KAVUKOĞLU, Gürkan Sert
- Institutions:
- Marmara University
- Publication date:
- 2026-04-06
- OpenAlex record:
- View
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