The World Health Organization (WHO) has developed a medicines strategy and established Ethical Criteria for Medicine Promotion, advertisement, and publicity, to support and promote the health protection of citizens through the rational use of medicines.

Considering the influence of medicine promotion, advertisement, and publicity on users and their consumption habits, and consequently the effect on health systems and the potential harmful results on individual and collective health, there is a need to improve, broaden, and define ethical criteria to strengthen public health protection and reduce risks associated to medicine use. Within this framework, it is particularly necessary to build awareness and protect the most vulnerable sectors of the population, such as children, the elderly, pregnant women, and persons with chronic diseases.