OBJECTIVES: The educational content of disease awareness raising activities concerning Human Papilloma Virus (HPV) vaccine that were targeted directly to consumers in Thailand was evaluated in terms of the pattern and quality of the advertised activities. METHODS: The activities targeted at Thai consumers during January 2006 and December 2008, via various mass media including television, magazines, and the internet were identified using health and HPV-related keywords. The pattern of disease awareness raising activities was assessed by using content analysis method while the quality of educational content was appraised by two pharmacists using evidence-based publications and guidelines from the Cancer Institute of Thailand and medical associations including the product indication registered at the Thai Food and Drug Administration. RESULTS: Disease awareness activities were found 47 times in various media, of which 48.9% were on the internet, 46.8% in magazines, and 4.3% in television programs. The main agents of information dissemination were government-affiliated organizations (36.7%), medical associations (19.1%), private hospitals (12.8%), and the pharmaceutical industry (10.7%), however, 14.9% was unidentifiable regarding its origin. The most common pattern of presentation was in review or editorial articles and the “fearing appeal” was the most typical presentation (59.6%). Nevertheless, 10.6% of the presented data were scientifically incorrect according to the evidence-based and claimed data. On websites, there was a connection between the sponsoring drug companies of the disease awareness activities through the branded logo, the theme color of the website, and the product packaging that matched with the specific number the HPV strands. Moreover, the hotline contact numbers, which were sponsored by the pharmaceutical industry, were also available on the websites and magazines for consumers to learn more about cervical cancer. CONCLUSIONS: Disease awareness activities are commonly found in Thailand and may pose some due concern regarding the misleading claims in the mass media.