Abstract
Background: Pharmaceutical companies use drug promotional literature (DPL) as an important mode to promote their products and it also influences the prescribing behavior of prescribers. However, information provided in promotional literature may be inadequate or misleading which may lead to irrational prescribing. The WHO has provided ethical criteria for medicinal drug promotion.

Aims and Objectives: This study was undertaken with the aim to analyze the promotional drug literature for their compliance to the WHO ethical criteria for medicinal drug promotion, 1988.

Materials and Methods: A cross-sectional and observational study was carried out to evaluate the extent to which promotional literature collected from private physicians meet the WHO ethical criteria for medicinal drug promotion. A total of 100 promotional literature were evaluated for their fulfillment of the WHO criteria.

Results: Information regarding brand name, generic name of drugs, dosage form, therapeutic uses, and active ingredient per dosage form was present in most of the promotional drug literature in the present study. However, the information such as safety profile of drugs, precautions, warnings, and drug interactions was not mentioned in most of the DPLs.

Conclusion: The majority of DPLs evaluated in this study did not comply with the WHO guidelines for medical drug promotion. As prescribing behavior of physicians is influenced by promotional literatures, regular training of health professionals and medical students regarding critical analysis of DPLs can help in ethical and rational prescribing.

Key words: Drug Promotional Literature; Pharmaceutical Companies; WHO