{"id":2785,"date":"2011-04-06T08:40:07","date_gmt":"2011-04-06T05:40:07","guid":{"rendered":"http:\/\/www.ced.org.tr\/?p=2785"},"modified":"2014-05-21T01:33:05","modified_gmt":"2014-05-20T22:33:05","slug":"gel-vatandasss-her-derde-deva-ilaclarimiz-var-2","status":"publish","type":"post","link":"http:\/\/www.ced.org.tr\/?p=2785","title":{"rendered":"GEL VATANDA\u015e\u015e\u015e !.. HER DERDE DEVA \u0130LA\u00c7LARIMIZ VAR"},"content":{"rendered":"

11. \u015eubat 2011 tarihinde \u0130la\u00e7ta Reklam yasa\u011f\u0131n\u0131 kald\u0131ran RT\u00dcK yasas\u0131 TBMM den ge\u00e7tikten sonra topland\u0131\u011f\u0131m\u0131z bir yaz\u0131 kurulu toplant\u0131s\u0131nda \u0130la\u00e7ta Reklamla ilgili yaz\u0131y\u0131 sen yaz dediklerinde, konuyla ilgili o kadar \u00e7ok yaz\u0131 yazd\u0131m ki, onlar\u0131n \u00fcst\u00fcne daha ne s\u00f6yleyece\u011fim dedim. Toplant\u0131daki bir arkada\u015f\u0131m\u0131z daha ne istiyorsun abi, yaz\u0131lar\u0131ndaki istedi\u011fin paragraflar\u0131 se\u00e7, kes-yap\u0131\u015ft\u0131r yap, olsun bitsin dedi. G\u00fcl\u00fc\u015ft\u00fck\u2026 Asl\u0131nda hakl\u0131yd\u0131. \u0130la\u00e7 Reklamlar\u0131n\u0131n serbest b\u0131rak\u0131lmas\u0131yla ilgili o kadar s\u00f6z s\u00f6ylemi\u015ftik ki, daha ne s\u00f6ylenebilirdi? Ama anlam\u0131yorlard\u0131, i\u015flerine gelmiyorlard\u0131\u2026 Ancak, bu alan\u0131n sorumlular\u0131 madem bizlerdik, ila\u00e7 reklamlar\u0131n\u0131n nelere mal olaca\u011f\u0131 ve sonu\u00e7lar\u0131 ile ilgili d\u00fc\u015f\u00fcncelerimizi onlara inat, b\u0131kmadan usanmadan kamuoyu ile payla\u015fmak bizim g\u00f6revimizdi. O h\u0131rsla g\u00f6revi kabul ettim. <\/span><\/p>\n

Yaz\u0131mla ilgili \u00e7al\u0131\u015fmalara ba\u015flad\u0131\u011f\u0131mda yasa, onaylanmas\u0131 i\u00e7in Cumhurba\u015fkanl\u0131\u011f\u0131 makam\u0131na g\u00f6nderilmi\u015fti. Umudumuz halk sa\u011fl\u0131\u011f\u0131n\u0131 derinden etkileyecek bu yasan\u0131n Sn. Cumhurba\u015fkan\u0131 taraf\u0131ndan bir kez daha g\u00f6zden ge\u00e7irilmesi teklifi ile TBMM ne geri g\u00f6nderilece\u011fi y\u00f6n\u00fcndeydi. Umdu\u011fumuz gibi olmad\u0131 ve Sn. Cumhurba\u015fkan\u0131 03.03.2011 tarihinde jet h\u0131z\u0131 ile yasay\u0131 onaylad\u0131. Bu onayla beraber benim yaz\u0131da k\u0131smen de\u011fi\u015fikli\u011fe u\u011framak zorunda kald\u0131. Yeniden oturup yazmaya ba\u015flad\u0131m. Bir an d\u00fc\u015f\u00fcnd\u00fcm. Koskoca Cumhurba\u015fkan\u0131, halk sa\u011fl\u0131\u011f\u0131n\u0131 tehdit edecek bir taraf g\u00f6rse jet h\u0131z\u0131yla yasay\u0131 onaylar m\u0131? Yoksa biz mi baz\u0131 \u015feyleri yanl\u0131\u015f de\u011ferlendiriyoruz? \u0130la\u00e7 Reklamlar\u0131na kar\u015f\u0131 duru\u015fumuzda ger\u00e7ekten hakl\u0131 m\u0131y\u0131z? De\u011fi\u015fim ve d\u00f6n\u00fc\u015f\u00fcm\u00fc kavrayamay\u0131p, muhafazak\u00e2r bir tav\u0131r m\u0131 sergiliyoruz? Ayak m\u0131 diretiyoruz? Yaz\u0131mda bu konuyu irdeleyece\u011fim.<\/span><\/p>\n

\u00d6nce reklam\u0131n ne oldu\u011fu ve hangi ama\u00e7la yap\u0131ld\u0131\u011f\u0131na bir bakal\u0131m. Bende \u00e7a\u011fa ayak uydurup, kitap, belge kar\u0131\u015ft\u0131rmay\u0131 b\u0131rak\u0131p, internette bir arama motoruna girip bak\u0131yorum. Reklam\u0131n tan\u0131m\u0131, i\u015flevi ve etkileri ile ilgili pek \u00e7ok bilgi, belge kar\u015f\u0131ma \u00e7\u0131k\u0131yor. Bir ka\u00e7\u0131na bakal\u0131m isterseniz? Bakal\u0131m reklam neymi\u015f?<\/span><\/p>\n

Reklam; insanlar\u0131n g\u00f6n\u00fcll\u00fc olarak belli bir davran\u0131\u015fta bulunmaya ikna etmek, belirli bir d\u00fc\u015f\u00fcnceye y\u00f6neltmek, dikkatleri bir \u00fcr\u00fcn, hizmet veya bir kurulu\u015fa \u00e7ekmek. Onunla ilgili g\u00f6r\u00fc\u015f ve tutumlar\u0131n\u0131n de\u011fi\u015fmesi ve benimsenmesini sa\u011flamak amac\u0131 ile bir \u00fccret kar\u015f\u0131l\u0131\u011f\u0131 yap\u0131lan duyurudur.<\/span><\/p>\n

Reklam; yaz\u0131l\u0131 ve g\u00f6rsel medya da ve afi\u015f, tabelalar arac\u0131l\u0131\u011f\u0131 ile \u00e7e\u015fitli mal ve hizmetlerin geni\u015f halk kitlelerine tan\u0131t\u0131m\u0131d\u0131r. B\u00fct\u00fcn reklamlarda as\u0131l ama\u00e7 mal veya hizmetlerin sat\u0131\u015f\u0131n\u0131 art\u0131rmakt\u0131r.<\/span><\/p>\n

Reklam; bir i\u015fletmenin \u00fcr\u00fcnleri veya hizmetleri hakk\u0131nda hedef kitleleri sat\u0131n alma eylemine y\u00f6neltmek ve \u00fcr\u00fcn\u00fcn t\u00fcketicisi ya da sat\u0131c\u0131s\u0131 olmalar\u0131n\u0131 sa\u011flamakt\u0131r.<\/span><\/p>\n

Ben \u00fc\u00e7 tan\u0131m\u0131 ald\u0131m reklamlarla ilgili, \u00f6rnekleri \u00e7o\u011faltmak m\u00fcmk\u00fcn ama gereksiz. Hepsi ayn\u0131 \u015feyi s\u00f6yl\u00fcyor. Genel olarak hedef kitleyi ikna etmek, bir fikre veya bir markaya odaklamak ve sat\u0131\u015f\u0131n\u0131 art\u0131rmak.<\/span><\/p>\n

Konumuza d\u00f6nersek, sat\u0131\u015f\u0131n\u0131n art\u0131r\u0131lmas\u0131na \u00e7al\u0131\u015f\u0131lan \u00fcr\u00fcn ne? \u0130LA\u00c7\u2026 Reklam\u0131n\u0131n yap\u0131ld\u0131\u011f\u0131 ilac\u0131 daha \u00e7ok t\u00fcketirsek daha m\u0131 sa\u011fl\u0131kl\u0131 olaca\u011f\u0131z? Farmakoloji kitaplar\u0131n\u0131n ilk sayfas\u0131nda yazar. Her ila\u00e7 bir zehirdir. Do\u011fru zamanda do\u011fru dozda kullan\u0131lmas\u0131 gerekir diye. Kullan\u0131lmad\u0131\u011f\u0131nda ki\u015fiyi \u00f6l\u00fcme kadar vard\u0131ran sa\u011fl\u0131k sorunlar\u0131 ile kar\u015f\u0131 kar\u015f\u0131ya b\u0131rakacak bir \u00fcr\u00fcn\u00fcn reklam\u0131n\u0131n yap\u0131lmas\u0131 hangi zorunluluktan ortaya \u00e7\u0131k\u0131yor? \u0130la\u00e7 Reklam Serbestisi, k\u00fcresel ila\u00e7 sermayesi ile devletin bir uzla\u015f\u0131s\u0131d\u0131r. Devlet;\u00a0 <\/span>Sosyal devlet anlay\u0131\u015f\u0131ndan uzak siyasal iktidarlar taraf\u0131ndan y\u00f6netiliyorlarsa, artan ila\u00e7 harcamalar\u0131 devletin s\u0131rt\u0131nda bir kambur gibi g\u00f6r\u00fcl\u00fcr. Ve buna bir \u00e7are d\u00fc\u015f\u00fcn\u00fclmezse devlet b\u00fct\u00e7esinin bu y\u00fck\u00fc ta\u015f\u0131yamayaca\u011f\u0131 s\u00f6ylemleri ortaya at\u0131l\u0131r. Bu s\u00f6ylem bir yan\u0131yla do\u011frudur da. Hi\u00e7bir \u00fclkenin kaynaklar\u0131 s\u0131n\u0131rs\u0131z de\u011fildir ve harcamalar, (buna sa\u011fl\u0131k ve ila\u00e7 harcamalar\u0131 da dahil) verimlilik hesab\u0131na g\u00f6re kontroll\u00fc bir \u015fekilde yap\u0131lmal\u0131d\u0131r. Harcamalar\u0131 disipline etmenin iki yolu vard\u0131r. Biri, sa\u011fl\u0131k ve ila\u00e7 alan\u0131 i\u00e7in s\u00f6ylersek, sa\u011fl\u0131k \u00e7al\u0131\u015fanlar\u0131n\u0131n \u00f6zl\u00fck haklar\u0131n\u0131 iyile\u015ftirerek onlar\u0131n ila\u00e7 end\u00fcstrisinin oyunca\u011f\u0131 olmaktan \u00e7\u0131kararak, etik hizmet anlay\u0131\u015f\u0131n\u0131n s\u00fcrd\u00fcr\u00fclmesini sa\u011flamak ve maliyet-yarar ili\u015fkisi i\u00e7inde pozitif listeler haz\u0131rlanarak ger\u00e7ek tedavi de\u011feri olan ila\u00e7lar\u0131n re\u00e7ete edilip, do\u011fru tedavinin sa\u011flanmas\u0131na y\u00f6nelik \u00e7al\u0131\u015fmalar\u0131n art\u0131r\u0131lmas\u0131 gerekir. Bu yol \u00f6yle kolay bir yol de\u011fildir. Bu yolu tercih etti\u011finizde k\u00fcresel sermayenin sald\u0131r\u0131lar\u0131 ile kar\u015f\u0131 kar\u015f\u0131ya kal\u0131rs\u0131n\u0131z. Ve bu sald\u0131r\u0131lar\u0131 g\u00f6\u011f\u00fcsleyebilmek i\u00e7inde dik bir duru\u015funuzun\u00a0 <\/span>olmas\u0131(yani sermayeye kar\u015f\u0131 kamburunuzun olmamas\u0131) gerekir. Kimi iktidarlar bu zorlu yolu tercih etmek yerine kolay yolu se\u00e7erler. \u0130kinci yol, ger\u00e7ekten di\u011ferine g\u00f6re kolay yoldur. Sa\u011fl\u0131k ve ila\u00e7la ilgili mevzuatlarda \u00e7akt\u0131rmadan de\u011fi\u015fikliklere gidersiniz(baz\u0131 kesimler \u00e7aksa da, onlar\u0131 bozguncu ilan edersiniz). \u0130lac\u0131n tan\u0131m\u0131n\u0131 de\u011fi\u015ftirmeye kalkars\u0131n\u0131z. Binlerce ilac\u0131 \u00f6deme listelerinden \u00e7\u0131kar\u0131r, onlara yeni tan\u0131mlar getirirsiniz. Baz\u0131 kesimlerin tepkisini \u00e7ekmemek i\u00e7in bu grup ila\u00e7lar marketlere \u00e7\u0131kmayacak diye vaatte bulunursunuz. \u00d6te yandan gizliden gizliye bunun \u00e7al\u0131\u015fmalar\u0131n\u0131 y\u00fcr\u00fct\u00fcrs\u00fcn\u00fcz. Ya\u015famsal \u00f6neme haiz pek \u00e7ok ilac\u0131, ila\u00e7 harcamalar\u0131nda sadece \u00f6nemli bir paya sahip diye \u00f6nce uzman hekime yazd\u0131r\u0131r, sonra ilgili uzman hekim ,buda yetmezse ilgili uzman hekim ve raporlu olmas\u0131 gerekir diyerek, vatanda\u015f\u0131n bu ila\u00e7lara ula\u015fmas\u0131nda olmad\u0131k g\u00fc\u00e7l\u00fckler yarat\u0131rs\u0131n\u0131z. \u015eunlar\u0131n \u00fccretlerinin yar\u0131s\u0131n\u0131 ben \u00f6derim, kalan\u0131n\u0131 kim \u00f6derse \u00f6desin dersiniz. Ve bir bakm\u0131\u015fs\u0131n\u0131z ki, masa ba\u015f\u0131nda ve birilerinin!!! \u00c7ok tepkisini \u00e7ekmeden s\u0131rt\u0131n\u0131zda kambur olarak g\u00f6rd\u00fc\u011f\u00fcn\u00fcz ila\u00e7 harcamalar\u0131n\u0131 istedi\u011finiz d\u00fczeye \u00e7ekmi\u015fsiniz\u2026\u00a0 <\/span>Bu yolu se\u00e7ti\u011finizde ila\u00e7 harcamalar\u0131nda d\u00fc\u015f\u00fc\u015fler sermayenin karl\u0131l\u0131klar\u0131na yans\u0131yaca\u011f\u0131ndan bu kez de sermayeden yeni talepler gelmeye ba\u015flar. Madem \u00f6deme listenden de \u00e7\u0131kar\u0131yorsun, bu ila\u00e7lar\u0131 bu \u015fekilde halka yutturamam. Halk\u0131 bu ilac\u0131 kullanmas\u0131 i\u00e7in ikna etmek zorunday\u0131m, tercih edilen marka olmak zorunday\u0131m, t\u00fcketimi art\u0131rmak ve kar etmek zorunday\u0131m\u2026 \u00d6yleyse, \u00f6n\u00fcmdeki engelleri kald\u0131r\u0131p halka bu ilac\u0131 paras\u0131yla yutturabilmek i\u00e7in \u0130la\u00e7 Reklamlar\u0131n\u0131 serbest hale getirmek zorundas\u0131n\u2026\u00a0 <\/span>Sermaye bununla da yetinmeyip, sen \u00f6demiyorsan, eczane pazar\u0131 da benim i\u00e7in yeterli de\u011fil, ben her sat\u0131\u015f noktas\u0131nda \u00fcr\u00fcn\u00fcm\u00fc pazarlayabilmeyim der. Devlet, ila\u00e7 harcamalar\u0131n\u0131 azaltma pe\u015finde. Sermaye, sat\u0131\u015f\u0131n\u0131 art\u0131rarak daha \u00e7ok kar etme pe\u015finde. \u0130\u015fte aralar\u0131nda ki uzla\u015f\u0131 yakalan\u0131r. \u0130la\u00e7ta Reklam Serbestisi de bu uzla\u015f\u0131n\u0131n ilk halkas\u0131d\u0131r.<\/span><\/p>\n

\u00dclkemizde bu konuda neler oluyor diye bakt\u0131\u011f\u0131m\u0131zda, oynanan senaryonun daha ilk halkas\u0131 hayata ge\u00e7mi\u015f durumda. Nur topu gibi ila\u00e7 reklam serbestimiz oldu. S\u0131rada listesi var olup hayata daha ge\u00e7memi\u015f OTC ila\u00e7lar\u0131m\u0131z var. Yava\u015f, yava\u015f \u00f6deme listelerinden \u00e7\u0131kar\u0131l\u0131yorlar. S\u00fcre\u00e7te, a\u011fr\u0131 kesiciler, sindirim sistemi ila\u00e7lar\u0131, \u00f6ks\u00fcr\u00fck \u015furuplar\u0131, grip ila\u00e7lar\u0131, antiseptikler, dermatolojik merhemler, vitamin ve minerallerin tamam\u0131 OTC kavram\u0131 i\u00e7inde \u00f6deme listelerinden \u00e7\u0131kar\u0131larak eczane d\u0131\u015f\u0131nda sat\u0131labilecekler s\u00fcrecin olgunla\u015fmas\u0131n\u0131 bekleyecekler.\u00a0 <\/span>Bu s\u00fcre\u00e7 t\u00fcm sa\u011fl\u0131k \u00e7al\u0131\u015fanlar\u0131n\u0131n hep beraber kar\u015f\u0131 \u00e7\u0131k\u0131\u015f ve m\u00fccadelesine ba\u011fl\u0131. <\/span><\/p>\n

Konumuzun \u00f6z\u00fcne geri d\u00f6nersek, ortada oynanan oyun belli ama ila\u00e7ta reklam\u0131 hayata ge\u00e7irebilmek i\u00e7in RT\u00dcK Ba\u015fkan\u0131 Sn. Davut Dursun kamu oyuna\u00a0 <\/span>AB mevzuat\u0131na uyum gere\u011fi bu yasay\u0131 \u00e7\u0131kartmak gerekti\u011fini s\u00f6yl\u00fcyor. Sanki AB mevzuatlar\u0131n\u0131n tamam\u0131na duyarl\u0131 devletiz de, hepsini \u00e7\u0131kard\u0131k bir bu kalm\u0131\u015ft\u0131. Ba\u015fka ne deniyor? Efendim, d\u00fcnya eski d\u00fcnya de\u011fil, insanlar\u0131n her konuda bilgilenme ve bilin\u00e7lenme haklar\u0131 var. \u0130la\u00e7ta da bu b\u00f6yle deniyor. \u0130nsanlar\u0131n bilgilenmeleri ve bilin\u00e7lenmeleri reklamlarla olacakt\u0131, okullara ne gerek vard\u0131? Milli E\u011fitim Bakanl\u0131\u011f\u0131 yerine Radyo Televizyon \u00dcst Kurulu bu i\u015fi pek ala yapabilecekti demek\u2026\u00a0 <\/span>Art\u0131k \u00e7ok yak\u0131nda olmad\u0131k vaatlerle, amac\u0131n\u0131 a\u015fan iddialarla, albenili jenerikler le, her derde deva, t\u0131ls\u0131ml\u0131 ila\u00e7lar\u0131m\u0131z\u0131n reklamlar\u0131n\u0131 medyada g\u00f6rebilece\u011fiz. Halk sa\u011fl\u0131\u011f\u0131 da b\u00f6ylece piyasa ko\u015fullar\u0131na emanet edilmi\u015f olurken, ila\u00e7 t\u00fcketiminde de ila\u00e7 sanayinin belirleyicili\u011fi artm\u0131\u015f olacak.<\/span><\/p>\n

Bu yasay\u0131 haz\u0131rlayanlar, TBMM den ge\u00e7irenler ve onaylayanlar halk sa\u011fl\u0131\u011f\u0131n\u0131 hi\u00e7 mi hi\u00e7 d\u00fc\u015f\u00fcnmediklerini ortaya koydular. Ama hi\u00e7 unutmas\u0131nlar ki, denetimsiz ila\u00e7 kullan\u0131m\u0131yla ya\u015fanacak sa\u011fl\u0131k sorunlar\u0131 \u00f6l\u00fcmlerle sonu\u00e7lan\u0131rsa, bunun sorumlusu kendileridir. <\/span><\/p>\n

Sa\u011fl\u0131\u011f\u0131m\u0131z t\u00fcmden sat\u0131ld\u0131\u2026\u00a0 <\/span>Ge\u00e7mi\u015f olsun.<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

11. \u015eubat 2011 tarihinde \u0130la\u00e7ta Reklam yasa\u011f\u0131n\u0131 kald\u0131ran RT\u00dcK yasas\u0131 TBMM den ge\u00e7tikten sonra topland\u0131\u011f\u0131m\u0131z bir yaz\u0131 kurulu toplant\u0131s\u0131nda \u0130la\u00e7ta...<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[46],"tags":[],"class_list":["post-2785","post","type-post","status-publish","format-standard","hentry","category-ecz-mustafa-turunc"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts\/2785","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2785"}],"version-history":[{"count":1,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts\/2785\/revisions"}],"predecessor-version":[{"id":3965,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts\/2785\/revisions\/3965"}],"wp:attachment":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2785"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}