药品广告监管现状与对策

【作者】 陈宁；

【导师】 雷晓康；

【作者基本信息】 西北大学 ， 公共管理， 2010， 硕士

【摘要】 广告是宣传药品信息的一种迅速、有效的方式,药品广告是消费者了解药品信息最直接的重要途径,也是药品生产经营者宣传企业、促销产品的常用的手段。规范的药品广告,既能为消费者传递真实有用的药品信息,又能帮助医生、药师、患者了解药品的功能主治、用途和特点等,指导人们正确地选药、用药,同时有效地促进药品生产企业产品的销售和医药产业市场的繁荣发展。我国《药品管理法》、《广告法》等对药品广告都做了相应的规定,但是,从我国药品广告的发布现状来看却不容乐观,违法药品广告屡禁不止,轻则浪费钱财、重则贻误病情、侵犯了消费者的知情权,并误导消费者的购药选择,从而危害消费者的身体健康甚至危及生命。目前,违法药品广告已成为社会-大公害,其危害远远超过一般商品虚假广告。由于药品信息的不对称性,使违法药品广告更具有欺骗性,严重地损害同行业诚信经营者的合法权益,诱发不正当竞争,严重影响和谐社会的建设。违法药品广告现象引起了许多国际组织、国家政府的关注,美国、德国、法国等国家对药品广告的管理比较成熟,形成了一系列药品广告管理法律制度和原则。近年来,我国药品广告违法率居高不下,百姓对此呼声强烈,药品广告的监督管理日渐成为热点和难点问题。如何对药品广告进行监管,使生产、经营企业既能宣传药品信息,又能保障社会公众用药安全不受到危害,是亟待解决的关键问题。更多还原

【Abstract】 Advertising is a rapid and effective way to publicize drug information. As for drug advertising, it is an effective way for consumers to know about drugs’therapeutic effectiveness and is also a common and an important means for drug producers and operators to promote drugs. Standard medical advertisements (ads) not only communicate real and useful drug information to consumers but also help doctors, pharmacists and patients to learn about the performance, purposes and features of drugs. In addition, drug ads also help people to select the right drugs needed and help the drug markets and drug sale to develop in a healthy manner. For drug ads, the Pharmaceutical Administration Law of the People’s Republic of China and the Advertisements Law of the People’s Republic of China have relevant provisions respectively. However, the current situation of China’s drug advertising is not optimistic:illegal advertising is endless, resulting in waste of money, delay of patients’ diseases, infringement of the consumers’right to know, misleading of consumers’drug choices, and even endangering their health and life. Illegal drug advertising has become a public hazard. Drug information asymmetry makes the illegal drug advertising more deceptive, seriously harms the legitimate rights and interests of the other honest drug operators, induces unfair competition, and seriously affects the construction of a harmonious society. Its harm is far more than the false advertising of the general commodities.The Phenomenon of illegal drug advertisements has attracted many international organizations and national governments’attention. For instance, the management of drug ads of the United States, Germany, France and other countries are more mature. They made a series of drug management laws and principles. In recent years, the high rates of illegal drug ads result in the frequent complaints of consumers. The supervision and management of drug ads are becoming hot and tough issues. It is urgent to solve these problems such as how to regulate drug advertising, how to enable the drug producers and operators to not only promote drug information but also avoid endangering the health and life of the public.更多还原