中国互联网医疗广告监管问题研究

发布时间：2018-02-12 01:37

本文关键词： 互联网医疗广告政府监管监管体制信息不对称　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年互联网医疗广告引起社会大众的广泛关注,百度“血友吧”的高价转让,导致医疗信息互动平台被操控;辗转求医的魏则西逝世,其背后是不公正的竞价排名;两大事件一度将互联网医疗广告推向风口浪尖的位置,人们发现当今的医疗广告的表现形式多种多样,甚至到了操纵舆论,购买信誉的地步,普通消费者难以识别,深受欺瞒之苦,互联网医疗广告对社会大众的生命财产和健康安全构成了极大威胁,也深深的破坏了医疗行业和广告行业的诚信度,影响其良性发展。在中国,互联网起步较晚但发展迅猛,借助互联网兴起的医疗广告行业更是一个新兴事物,虽然这方面的学术研究较少,但其对社会生活已然产生了重大影响,并对现行的监管能力提出了更高的要求,推动着监管体系不断完善。所以笔者从关注的现实问题入手,即首先将社会热点魏则西事件作为研究缘起,说明整个事件的发展经过与暴露出的问题,分析在事件中各监管主体发挥的实际作用和有待改善的地方,引入研究主题-互联网医疗广告。本文从互联网医疗广告监管的相关基础理论进行主题切入,为问题的发现、原因的解析和对策的提出奠定理论基础;接着从互联网医疗广告的发展现状分析中国互联网医疗广告监管存在的问题,以《广告法》、《互联网广告管理暂行办法》、《医疗广告管理办法》为依据进行重点分析,结合现实情况和新闻报道,得出监管存在的问题主要有监管部门的协调不力与监督人员和技术等力量不足,立法部门的法律法规不健全不够细化,广告主、广告经营者、广告发布者之间的利益勾结与道德丧失,行业自律组织和社会大众的效用没有得到充分发挥。并梳理各相关主体间的监管关系,从信息不对称、市场失灵、政府失灵的角度分析各利益主体如何在公共利益和私人利益间徘徊抉择,在监管职责与监管权益之间寻求平衡,最后结合中国监管实际,提出适合中国互联网医疗广告监管的对策,完善互联网医疗广告有关的法律法规体系,使执法部门有法可依,强化执法部门的监管力量,推进广告信息的透明化和实时监测,加强行业自律组织和社会大众的力量,给予一定的政策支持。希望通过政府部门、行业自律组织、社会大众多方的努力,建立一个有效的多层次监管体系,有利于规范互联网医疗广告行为,确保人们群众的生命健康免遭迫害,净化互联网医疗广告市场,促进社会的长久治安。
[Abstract]:In 2016, the Internet medical advertisement caused the widespread concern of the public, and the high price transfer of Baidu's "blood friend bar" led to the manipulation of the interactive platform of medical information, the death of Wei Zexi, who had gone to seek medical treatment, behind which was the unfair bidding ranking; At one time, the two major events pushed the Internet medical advertisement to the forefront of the wave. People found that today's medical advertising has various forms of expression, even to the point of manipulating public opinion and buying credibility, which is difficult for ordinary consumers to recognize. Suffering greatly from deception, Internet medical advertisements pose a great threat to the lives, property, health and safety of the general public, and also deeply undermine the integrity of the medical and advertising industries, and affect their benign development. The Internet started late but developed rapidly, and the medical advertising industry, which started with the help of the Internet, is a new thing. Although there is less academic research in this area, it has already had a significant impact on social life. And put forward higher requirements to the current regulatory ability, promote the continuous improvement of the regulatory system. So the author starts with the practical issues concerned, that is, the social hot issue of Wei Zexi as the origin of the research. Explaining the development of the whole incident and exposing the problems, analyzing the actual role played by the various regulatory bodies in the incident and the areas to be improved, Introduction of the research theme-Internet medical advertising. This article from the Internet medical advertising supervision of the relevant basic theory of the theme cut in order to find the problem, cause analysis and countermeasures to lay a theoretical foundation; Then it analyzes the problems existing in the supervision of Internet medical advertisement in China from the current situation of the development of Internet medical advertisement, and focuses on the basis of "Advertising Law", "interim measures of Internet Advertising Management" and "measures of Medical Advertising Management". According to the actual situation and the news reports, it is concluded that the main problems in the supervision are the weak coordination of the supervision department and the insufficiency of the supervisory personnel and technology, the imperfect laws and regulations of the legislative department, the advertisers, the advertising operators, and so on. The profit collusion and moral loss among the advertisement publishers, the utility of the self-discipline organization of the industry and the public has not been brought into full play, and the regulatory relationship among the relevant subjects has been combed, from the information asymmetry, the market failure, From the point of view of government failure, this paper analyzes how the stakeholders hovering between public interest and private interest, seeking a balance between regulatory responsibilities and regulatory rights and interests, and finally combining with China's regulatory reality. To put forward countermeasures suitable for the supervision of Internet medical advertisements in China, to perfect the relevant laws and regulations system of Internet medical advertisements, to make the law enforcement departments have laws to follow, to strengthen the supervisory power of law enforcement departments, and to promote the transparency and real-time monitoring of advertising information. Strengthen the strength of the self-discipline organizations of the industry and the public, and give certain policy support. It is hoped that through the efforts of government departments, trade self-regulatory organizations, and the public at large, an effective multi-level regulatory system will be established. It is beneficial to regulate the behavior of Internet medical advertisement, to ensure people's life and health from persecution, to purify the Internet medical advertisement market and to promote the long-term public order.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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