Digital Marketing: How to Enhance Responsibility in Painkilling Therapeutic Decisions?

Abstract

Over-the-counter (OTC) painkillers are among the most commonly used self-medication products in Europe, yet misconceptions about their safety and usage remain widespread. Despite their accessibility, these medications carry real risks-including overdose, organ damage, and dangerous drug interactions-particularly when used without medical supervision. Digital platforms offer a powerful yet underutilized opportunity to educate consumers and reduce misuse. However, little is known about how different digital communication tools are perceived in terms of credibility and influence. This paper explores the effectiveness and perceived reliability of various digital health communication channels in supporting responsible OTC analgesic use. Based on a representative survey of Hungarian adults aged 18-65, the research identifies patterns of painkiller use, digital content exposure, and trust in information sources, with a particular focus on young adults. The findings reveal a strong generational divide in content preference and perceived trustworthiness, with social media dominating younger audiences, and health portals trusted most across all age groups. The results highlight the need for platform-specific, demographically tailored strategies to ensure that digital campaigns effectively promote responsible self-medication.