The Dissemination of the Information Concerning Human Papillomavirus (HPV) Vaccine via Printing Media in Thailand (การเผยแพร่ข้อมูลข่าวสารเกี่ยวกับวัคซีนป้องกันการติดเชื้อ Human Papillomavirus (VIP) ผ่านสื่อสิ่งพิมพ์ในประเทศไทย)

This study was aimed at reviewing public information concerning Human papillomavirus (HPV) vaccine that was disseminated through printing media in Thailand. Media analysis was performed on articles published in popular health, women and teenage magazines, and newspapers between 1 st January and 31st December 2007. The total of 131 article, those met the study criteria, were explored for the sources, content and accuracy of the information. Analysis reveals that study articles contained the information mainly supported by vaccine companies and private hospitals. Such printed information was disseminated to the public before the first HPV vaccine got approval from the Thai Food and Drug Administration (FDA) in March 2007. The number of HPV vaccine-related articles significantly decreased after the Thai FDA issued a warning on private companies and hospitals to curb inappropriate vaccine advertisements in August 2007. The content of articles reviewed in this study can be classified into five categories, namely (1) fear appeal, (2) making audiences confident in the vaccine by citing sound references, (3) employing celebrities as presenters to publicize the vaccine,(4) emphasizing the weaknesses and disadvantages of cervical cancer screening tests, (5) enhancing the image of vaccine companies. The study finds that 103 articles (79%) provided incomplete information regarding vaccine safety and longterm efficacy, causes of and alternative technology for prevention of cervical cancer, vaccine dosages, and target populations. Twenty four articles (18.3%) provided inaccurate information on rational vaccinees and vaccine efficacy.  In conclusion, this study suggests that inaccurate and incomplete public information on HPV vaccine were widely publicized. It is important that respective authorities not only take serious actions to regulate public advertisements on health products and services, but also empower consumers in order that they can protect themselves from the consequences of inaccurate information. Key words: HPV vaccine, cervical cancer, information dissemination, media analysis