Introduction. The media actively shape public confidence in the pharmacies and pharmacists. This is one of the determining factors of patient compliance, significantly affects the overall effectiveness of pharmacotherapy. This applies particularly to media reports about drugs falsification.
The aim of the work was to analyze reports of socio-political newspapers of national level with respect to identifying the most resonant cases of counterfeit drugs. The study used methods are qualitative and contextual analysis.
Results. The analysis of information 432 issues of 15 sociopolitical newspapers revealed the presence of two references of counterfeit drugs withdrawal in Vasilkiv in August 2010 and eight reports of the similar situation in Lviv in November 2012.
It has been found that the first two publications do not contain information about the number of counterfeit drugs. In the other eight reports there were revealed differences regarding the number of seized drugs and their names. The volume of counterfeit drugs were determined value, number of items, packages, boxes and tone. In the article there were submitted different names of seized drugs.
Conclusions. Different content of posts on falsification of drugs in the two analyzed periods was established. This is due to the use of the individual journalist manipulative rather than humanistic program impact on the audience. For this purpose journalists are turning to the needs of the audience for security and preservation of health and to consolidate in the mass consciousness of newspaper readers a negative image of pharmacy services.