Health Communication in Portugal: Current Challenges and Prospects

Abstract

Background: Health communication is a fundamental component of public health promotion and is crucial for disseminating information, raising public awareness of healthy behaviours and managing health crises. In Portugal, health communication has evolved over the last few decades, adapting to new technologies and the growing need for accurate and accessible information. However, there are still significant challenges that impact its effectiveness, such as inequitable access, pervasive misinformation and over-reliance on digital platforms. 
Aim: This narrative review critically examines the current challenges shaping health communication in Portugal, identifies progression and limitations within existing practice, and proposes evidence-informed priorities for Health Communication in Portugal through current Challenges and Prospects’ improvement, grounded in recent data and emerging trends.
Methods: A qualitative narrative analysis of peer-reviewed literature and policy documents, published between 2010 and 2025, was embraced.
Results: Persistent barriers include social and digital inequities, misinformation and variable institutional capacity. However, health-literacy initiatives and data-driven campaigns show measurable progress.
Conclusions: Tackling these barriers will require coordinated, inclusive and technologically enabled strategies that strengthen trust, promote equity and optimize health outcomes in Portugal.