新媒体药品广告监管法律问题研究

发布时间：2018-05-17 04:06

本文选题：药品广告 + 新媒体　；参考：《清华大学》2015年硕士论文

【摘要】：药品广告对指导患者合理、安全用药和引导药品消费发挥着特殊作用。同时,药品广告也是一种重要的市场竞争手段,因而备受药品企业的青睐。政府对药品广告的监管较之其他商品要严格很多,目前我国已经建立了药品广告监管的法律和制度体系,对药品广告实现了有效地监管。伴随着互联网和移动互联网技术的发展,新媒体发展十分迅速。新媒体药品广告在药品广告中显得越来越重要,但在现有药品广告监管法律和制度下,新媒体药品广告监管却存在着诸多法律问题。本文旨在研究新媒体药品广告监管的法律问题,具有针对性、实用性和前瞻性。本文通过对我国药品广告监管的必要性与正当性,监管的意义等方面的分析来解释对药品广告进行监管的原因。药品广告监管现状和新媒体药品广告概论两部分内容为后文谈新媒体药品广告监管法律问题奠定了基础。在现有药品广告监管法律制度下,新媒体药品广告监管可能面临的问题本文进行了概括。本文总结主要问题有:新媒体药品广告性质界定问题、广告主体认定问题,隐私权保护、隐性广告及强迫广告问题,在执法上存在的责任追究难、部门协作、监管体系不健全等问题。本文的重点是关于完善新媒体药品广告监管法律制度的对策建议。本文从立法上、体制建构上和执法上三方面提出完善新媒体药品广告监管的法律建议。在立法上,讨论了互联网广告和“垃圾广告”的规制问题,建议法律明确新媒体药品广告的责任主体和药品信息的含义,对新媒体药品广告性质进行界定,明确隐私权的界限,建立新媒体药品广告发布者认证制度。在体制建构上,本文建议完善现有药品广告监管模式,加强社会公众对新媒体药品广告的监督制度建设。另外,本文建议发挥新媒体药品广告行业自身的诚信自律建设和发挥第三方监督平台的作用,以有效监管新媒体药品广告。在执法上,本文提出要增强执法力度,提升新媒体药品广告监管力量。加大处罚力度,完善现有处罚机制,以起到惩罚违法主体,警示教育其他主体的作用。本文指出建立新媒体药品广告监测体系是十分必要的。最后,本文建议建立投诉机制,解决受害者的救济难题。总之,本文是对新媒体药品广告监管法律问题的初步研究,希望能对后续研究起到抛砖引玉的作用。
[Abstract]:Drug advertising plays a special role in guiding patients to use drugs reasonably and safely. At the same time, drug advertising is also an important means of market competition, so it is favored by pharmaceutical enterprises. The government's supervision of drug advertisement is much more strict than that of other commodities. At present, our country has established the legal and institutional system of drug advertisement supervision, which has effectively regulated the drug advertisement. With the development of Internet and mobile Internet technology, new media is developing very quickly. The new media drug advertisement is becoming more and more important in the drug advertisement, but under the existing law and system of drug advertisement supervision, there are many legal problems in the new media drug advertisement supervision. The purpose of this paper is to study the legal problems in the regulation of new media drug advertising, which has pertinence, practicality and foresight. This paper explains the reasons for the supervision of drug advertisement through the analysis of the necessity and legitimacy of the supervision and the significance of the supervision. The current situation of drug advertisement supervision and the introduction of new media drug advertisement lay the foundation for the later discussion on the legal issues of new media drug advertisement supervision. Under the existing legal system of drug advertising supervision, this paper summarizes the possible problems that new media drug advertising supervision may face. The main problems of this paper are: defining the nature of new media drug advertisements, identifying advertising subjects, protecting the right to privacy, implicit advertising and forced advertising, the problems of accountability in law enforcement, and the coordination of departments. Supervision system is not perfect and so on. The focus of this paper is on the improvement of the new media drug advertising regulatory legal system countermeasures. This paper puts forward some legal suggestions on how to perfect the supervision of new media drug advertisement from three aspects: legislation, system construction and law enforcement. In legislation, this paper discusses the regulation of Internet advertisement and "junk advertisement", and suggests that the law should clarify the subject of responsibility and the meaning of drug information of new media, define the nature of new media drug advertisement, and clarify the limits of privacy right. Establish new media drug advertisement publisher certification system. In the aspect of system construction, this paper suggests to perfect the existing supervision mode of drug advertisement and to strengthen the supervision system of new media drug advertisement. In addition, this paper suggests that the new media drug advertising industry should play its role of honesty and self-discipline construction and the role of third-party supervision platform in order to effectively supervise the new media drug advertising. In law enforcement, this paper proposes to strengthen law enforcement and enhance the new media drug advertising regulatory power. Strengthen punishment, improve the existing punishment mechanism, to punish the subject, warning the role of other subjects. This paper points out that it is very necessary to establish the new media drug advertisement monitoring system. Finally, this paper suggests the establishment of a complaint mechanism to solve the problem of victim relief. In a word, this paper is a preliminary study on the regulation of new media drug advertising.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

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