基于受众认知调查的医疗广告监管立法完善研究

发布时间：2018-06-15 12:22

本文选题：医疗广告 + 监管　；参考：《南京医科大学》2017年硕士论文

【摘要】：在当前"法治中国"的语境下,我国医疗广告监管立法不能适应实践需要,医疗广告乱象丛生、违法广告广泛存在,严重威胁着大众的生命健康和财产权益。政府对医疗广告监管日益重视,但医疗广告监督管理的长期效果并不明显。建立权责分明而完善的医疗广告监管法律制度是法治中国建设的必然要求。目的:本研究基于受众对医疗广告监管的认知调查,了解社会公众对医疗广告监管的认知和诉求,分析目前我国医疗广告市场的现状及违法现象多发的原因,研究医疗广告监管立法存在的问题。同时全面梳理与评价现行医疗广告管理法律法规,针对医疗广告立法缺陷与监管问题,借鉴部分发达国家、地区立法与监管经验,结合我国医疗市场化的实际情况,提出相应的立法建议与制度完善措施。方法:本研究将理论研究与实证研究相结合,根据我国医疗广告监管立法与实践中存在的问题,从医疗广告作用及发布途径、内容要求、政府职责、法律责任四个角度设计调查问卷,对南京市部分地区的医疗广告受众进行抽样调查。问卷回答采用Likert5级评分法量化评估。对收集的现场调查数据,首先使用描述性统计分析,了解样本受众总体对医疗广告监管制度完善的认知情况。然后使用单因素方差分析、非参数检验、两两比较法进行统计推断,对不同人口学特征广告受众对医疗广告监管的认知评价进行差异性分析,探究不同类别受众对医疗广告监管立法完善的共同诉求与差异性需要。结果:(1)受众对总量表的认知结果显示:受众对医疗广告监管制度完善的总体评价均值为4.01,说明受众的总体评价较高,问卷设计较为合理,获得了调查对象的较高认同,受众日益重视医疗广告监管制度建设。其中,受众对医疗广告法律责任的重要性评价最高(4.40),对医疗广告政府职责的评价次之(4.39),对医疗广告作用及发布途径的评价最低(3.17),对医疗广告内容要求的评价较低(3.97)。说明受众更为重视医疗广告监管过程中的法律责任规制与政府职责承担问题。(2)受众对分量表的认知结果显示:医疗广告未能充分发挥信息传递功能;受众希望获得全面、真实的医疗相关信息;受众比较关心网络医疗广告的作用与监管;受众认为政府应加强医疗广告审查与监管;受众认为应当完善医疗广告法律责任体系。(3)不同类别受众对医疗广告监管的认知评价有差异。其中,文化程度、年龄、医学教育背景、居住地和职业是影响受众对医疗广告监管认知评价的主要因素。结论:(1)我国医疗广告监管立法存在以下5个方面的问题:现行法律限制了医疗广告作用的发挥;网络医疗广告法律规制尚需完善;医疗广告审查与监管相分离;医疗广告侵权救济局限;医疗广告的违法成本低。(2)针对我国医疗广告监管立法与制度缺陷,提出如下建议:合理限制医疗广告的发布内容;建立统一的医疗信息发布平台;尽快完成网络医疗广告专门立法;优化医疗广告多部门综合监管机制;完善医疗广告侵权救济制度;强化违法主体的法律责任。
[Abstract]:In the context of the current "rule of law China", China's medical advertising regulatory legislation can not meet the needs of practice, medical advertisements are chaotic, illegal advertising exists widely, and it seriously threatens the public's life and health and property rights and interests. The government has paid more attention to the supervision of medical advertising, but the long-term effect of medical advertisement supervision is not obvious. The establishment of the right to establish medical advertisement is not obvious. The legal system of supervision and supervision of medical advertisement is a necessary requirement. Objective: This study is based on the cognitive investigation of the supervision of medical advertising, understanding the cognition and demand of the public to the supervision of medical advertising, and analyzing the present situation of the medical advertisement market in China and the causes of the illegal phenomenon, and studying the medical treatment. At the same time, the existing problems in the legislation of advertising supervision and regulation, at the same time combing and evaluating the existing medical advertisement management laws and regulations, aiming at the defects and supervision problems of medical advertisement legislation, drawing lessons from some developed countries, regional legislation and supervision experience, and combining the actual situation of China's medical marketization, put forward the corresponding legislative proposals and system improvement measures. According to the problems existing in the legislation and practice of medical advertisement supervision in China, the research designs the questionnaire from four angles of medical advertisement role and release way, content requirement, government responsibility and legal responsibility in four aspects of medical advertisement supervision, which is based on the problems existing in the legislation and practice of medical advertisement supervision in China. The questionnaire answers the questionnaire of the medical advertisement audience in some areas of Nanjing. The ikert5 grade method is used to quantify the evaluation. In the field of field survey data collected, first, the descriptive statistical analysis is used to understand the overall cognition of the medical advertisement supervision system by the sample audience. Then the single factor variance analysis, non parametric test and 22 comparison method are used to carry out statistical inference to the different demographic characteristics of the advertising audience. The cognitive evaluation of advertising supervision is analyzed differently to explore the common demands and differences of different categories of audience for medical advertising supervision legislation. Results: (1) the cognitive results of the audience show that the overall evaluation of the audience's overall evaluation of the medical advertising supervision system is 4.01, indicating that the overall evaluation of the audience is higher, the questionnaire is higher. The design is more reasonable, the higher recognition of the investigation object is obtained, and the audience pays more and more attention to the construction of the medical advertisement supervision system. Among them, the audience has the highest evaluation of the importance of the legal responsibility of medical advertisement (4.40), the evaluation of the responsibility of the medical advertisement government (4.39), the lowest evaluation (3.17) of the role of medical advertisement and the way of publication, and the medical advertisement. The evaluation of the content requirements is low (3.97). It shows that the audience pays more attention to the legal responsibility regulation and the responsibility of the government during the supervision of medical advertisement. (2) the cognitive results of the audience on the subscale show that the medical advertisement is unable to give full play to the information transfer function; the audience hopes to obtain the comprehensive, real medical related information; the audience is more concerned about it. The role and supervision of network medical advertisements; the audience believes that the government should strengthen the examination and supervision of medical advertisements; the audience thinks that the legal responsibility system of medical advertisements should be perfected. (3) there are differences in cognitive evaluation of medical advertising supervision by different categories of audiences. The main factors of cognitive evaluation of medical advertisement supervision are as follows: (1) there are 5 problems in the legislation of medical advertisement supervision in China: the current law restricts the role of medical advertisement; the legal regulation of network medical advertisement needs to be perfected; the examination and supervision of medical advertisements are separated; the limitation of medical advertisement infringement relief; the illegal formation of medical advertisement. (2) in view of the defects of the legislation and system of medical advertisement supervision in China, the following suggestions are put forward: to restrict the content of medical advertisement, to establish a unified medical information publishing platform, to complete the special legislation of medical advertisement as soon as possible, to optimize the multi department comprehensive supervision mechanism of medical advertisement, to improve the remedy system of medical advertisement, and to strengthen the violation of the law. The legal responsibility of the subject.
【学位授予单位】：南京医科大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294;R194

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