The dissemination of the information concerning human papillomavirus (HPV) vaccine via printing media in thailand and the effect of these information for knowledge, attitude and vaccination decision among women in thailand (in Thai language)

This study aims to review public information concerning Human papillomavirus (HPV) vaccine that was disseminated through printing media in Thailand. It also examines the knowledge and decision to get vaccinated among people who had exposed and not exposed to the information. Media analysis was performed on articles published in popular health, women and teenage magazines, and newspapers between 1st January and 31st December 2007. The total of 131 articles those met the study criteria were explored for the sources, content and accuracy of the information. Furthermore, structured interviews were carried out in Bangkok from June to September 2008 among female students in 4 high schools and 2 universities, and female office workers, in public and private companies, including mothers, who had at least one daughter. The total number of respondents was 1,568.

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 make the vaccine well known to the public, (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 long-term 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.

The interview results show that interviewees who had exposed to HPV vaccine-related information had significantly better knowledge concerning the causes of cervical cancer than those who had never exposed to the information. At the same time, the levels of knowledge on the vaccine differed significantly between the two groups of respondents. It is noted that high school students and office workers were more likely to seek vaccination than other groups. The iv study also suggests that those who had exposed to HPV vaccine-related information and misunderstood that: the vaccine could prevent other sexually-transmitted infections; the vaccine could treat early cancer; or the vaccine was equally effective in those with and without sexual activities, were more likely to seek vaccination than others. Furthermore, those with family history of cervical cancer; those who had got the information about the vaccine from physicians, relatives and friends; those who had known about the vaccine for longer than 6 months; and those who perceived that the HPV vaccine-related information provided via public media was for public purpose (in the opposition to commercial purpose) were more likely to seek vaccination than the rest.

In conclusion, this study suggests that inaccurate and incomplete public information on HPV vaccine would lead to undesirable effects to public health such as irrational vaccination. It is important that respective authorities not only take serious actions to regulate public advertisements of health products and services, but also empower consumers in order that they can protect themselves from the consequences of inaccurate information.