Advertising Ban in Healthcare: A Qualitative Study from the Perspective of Private Hospital Managers in Türkiye.

Abstract

The use of advertising in healthcare is regulated strictly worldwide by ethical and legal regulations, yet its implications remain a matter of constant debate. This qualitative study examined the perceptions, approaches, and knowledge of private hospital managers in Istanbul concerning Türkiye’s healthcare advertising ban. In-depth interviews were used as the data collection method. Semi-structured, open-ended interviews were conducted with 12 managers working in private hospitals selected via purposive sampling. The participant group consisted of 4 general managers, 4 public relations managers, and 4 corporate communications and marketing manager. In terms of educational background, six participants held bachelor’s degrees, while the remaining six held postgraduate degrees. Data analysis was structured around an inductive thematic framework. As a result of the analysis, 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; comments on the distinction between promotion, information, and advertising. The findings indicated that most managers strongly support regulating healthcare advertising through legal frameworks. However, a major concern was identified as the uncontrolled rise of social media advertising and ethical breaches. Managers stressed that this trend complicates the distinction between advertising, promotion, and informational activities, thereby hindering patients’ access to accurate information. They emphasized that all hospital communication must strictly remain within ethical promotion and informational boundaries. Overall, the study highlights the critical importance of providers safeguarding patients’ right to accurate, unbiased information while avoiding misleading content. The findings offer valuable implications for policymakers to establish a more ethical and transparent healthcare communication environment.