Protecting public health and fighting health-related disinformation brought together in an inter-institutional roundtable the Audiovisual Media Authority Chair, Ms. Armela Krasniqi, the Director General of the State Police, Mr. Ilir Proda, the Rector of the University of Medicine, Prof. Dr. Xheladin Draçini, along with renowned physicians and the media.
This roundtable, organized by Dr. Skënder Brataj in his capacity as President of the Albanian Society for Emergency Medicine and Disasters (SHSHMUK), focused on one of the most pressing issues, the spread of misinformation on health topics by so-called doctors, often unlicensed or self-proclaimed holistic and alternative practitioners who falsely promise life-saving health miracles while urging the public to abandon proper medical treatment and professional advice.
Testimonies from medical professionals made it clear that such individuals, acting for personal gain, have even cost lives.
AMA’s Chair, Ms. Armela Krasniqi, stated that the institution she leads open and ready to contribute, including through legal support where requested by professionals, to help improve the situation.
“We have repeatedly emphasized and will continue to do so that audiovisual media must share accurate information about medical professionals and health services, allowing the public to make informed decisions about their health. Misinformation can raise false hopes, mislead patients or the general public into seeking unnecessary treatments and ultimately put their lives at risk”, Ms. Krasniqi underlined.
The Audiovisual Media Authority has clearly defined its position regarding health-related advertising and content on audio and audiovisual media. The Law on “Audiovisual Media in the Republic of Albania”, as amended, along with the Broadcasting Code and the Regulation on Commercial Communications, clearly outline the types of legal violations, whether in advertising or audiovisual content. The monitoring of such content is carried out with the necessary seriousness and legal measures have been taken in every case of violation.
However, new technologies and forms of communication, while bringing many benefits, have also created new forms of abuse that endanger public health.
In conclusion, the meeting highlighted the necessity of cooperation among all actors to prevent such cases from occurring and spreading.
