【作者】 刘芳；

【导师】 苏永建；

【作者基本信息】 大连理工大学 ， 公共管理（专业学位）， 2021， 硕士

【摘要】 随着时代的不断进步和健康知识的不断普及,人们注意到了健康的重要性,人们对保健食品的需求也日渐增加。保健食品属于食品,具有普通食品的特性,具有一定的调节功能,但不能起到治疗作用。在琳琅满目的众多保健产品中,人们常常依赖广告来挑选自己需要的保健食品。近几年随着保健食品经销者虚假宣传案件的曝光,让社会各界将焦点放在了保健食品广告上。违法保健品广告侵害消费者的合法权益,破坏了市场的正常秩序,加强保健食品广告监管势在必行。另一方面,对于保健行业的整顿,不少保健食品企业无力经营。在保健食品广告监管过程中究竟产生了哪些问题才导致这样的局面,值得好好研究。本文采用文献分析法、问卷调查法、访谈法等方法,通过对辽宁省内保健食品经销企业广告相关人员和行政执法人员的调查及访谈以期了解辽宁省保健食品广告监管实施的效果,从而多角度了解辽宁省保健食品广告监管的现状,并根据辽宁省保健食品广告监管中的现状,提出存在的问题及原因:目前监管法律体系不健全、监管的越位与缺位、行业自律水平较低、违法成本较低。通过借鉴美国、日本、澳大利亚、台湾和浙江的经验,提出了完善保健食品广告监管体系、加强行政人员培训、加强保健食品广告行业自律建设、充分发挥社会公众的监督作用等对策和建议。笔者希望针对辽宁省进行的研究,能为我国保健食品广告监管工作给出些许参照。更多还原

【Abstract】 With the continuous progress of The Times and the popularization of health knowledge,people have noticed the importance of health,and the demand for health food is increasing day by day.Health food belongs to food,with the characteristics of ordinary food,has a certain regulatory function,but can not play a therapeutic role.In a wide range of health care products,people often rely on advertising to choose the health care food they need.In recent years,with the exposure of false publicity cases of health food dealers,the focus of all sectors of society has been placed on health food advertisements.Illegal health advertisements infringe upon the legitimate rights and interests of consumers and destroy the normal order of the market,so it is imperative to strengthen the supervision of health food advertisements.On the other hand,for the rectification of the health industry,many health food enterprises are unable to manage.In the process of health food advertising supervision,what questions resulted in such a situation is worth a good study.In this paper,text analysis,questionnaire survey,interviews and other methods,through the investigation and interview of advertising related personnel and administrative law enforcement personnel of health food distribution enterprises in Liaoning Province,in order to understand the implementation effect of health food advertising supervision in Liaoning Province,so as to understand the current situation of health food advertising supervision in Liaoning Province from multiple perspectives,and discuss the health food advertising supervision in Liaoning Province according to the current situation The problems and causes of Supervision: the current legal system of supervision is not perfect,the offside and absence of supervision,the low level of industry self-discipline,and the low cost of breaking the law.By borrowing from the United States,Japan,Australia,Taiwan and Zhejiang,it is proposed to improve the health food advertising supervision system in Liaoning Province,strengthen the training of administrative personnel,strengthen the self-discipline construction of the health food advertising industry,and give full play to the public Countermeasures and suggestions such as the role of supervision.The author hopes that the research conducted in Liaoning Province can provide some reference for the supervision of my country’s health food advertising.更多还原