医药广告规范化管理对策的研究

发布时间：2019-02-23 10:10

【摘要】：医药广告作为一种经济活动,医药生产经营者既可以利用它进行正当竞争,向消费者传递真实有用的信息,指导和促进消费;同时又可以利用它进行虚假宣传,欺骗消费者,不正当地挤压竞争对手。为了维护市场秩序,保护消费者和经营者的利益,世界各国都十分重视对医药广告的监督管理,然而就目前来看,经历了2005年“医药广告整顿年”之后,违法、违规医药广告依然无法从根本上消除。本文首先对我国的广告管理进行了介绍,然后在介绍医药广告相关内涵与外延、医药广告监督管理的法律、法规体系、及药品广告与医疗广告具体的管理规定的基础上,分析了医药广告领域目前存在的问题及其成因。并从多个方面论述了进行医药广告规范化管理的方式、方法。医药广告作为一种信息载体,是社会公众认知医疗服务、药品、医疗器械等的重要途径,对社会公众的医疗消费行为具有不可忽视的导向作用。然而由于利益驱动、立法滞后、监管不力等原因,在医药广告发展的过程中,出现了诸多不规范、甚至是违法的现象。国家工商行政管理总局及各地工商行政部门的监督管理数据表明,医药广告不仅违法率高居首位,而且违法形式多种多样。因此,在当前经济快速发展的大背景下,有必要对医药广告重新审视,从多角度、多环节对之进行全面规制。有鉴于此,本文从以下几个方面提出了医药广告管理的对策。首先,改革原有广告监管体制,进行部门归口管理。将广告的设计、制作、代理和发布各环节的管理权交给工商行政管理机关一家,由他们严格依照《中华人民共和国药品管理法》(简称《药品管理法》,后同)和《中华人民共和国广告法》(简称《广告法》,后同)对医药广告进行全程跟踪和系统管理。
[Abstract]:Pharmaceutical advertising as an economic activity, pharmaceutical producers can use it to carry out fair competition, to convey real and useful information to consumers, to guide and promote consumption; At the same time, it can be used for false propaganda, cheating consumers, unjustly squeezing competitors. In order to maintain market order and protect the interests of consumers and operators, all countries in the world attach great importance to the supervision and management of pharmaceutical advertisements. However, at present, after the "year of rectification of Pharmaceutical Advertising" in 2005, it is illegal. Illegal medical advertising still can not be fundamentally eliminated. This paper first introduces the advertising management in China, then on the basis of introducing the connotation and extension of pharmaceutical advertising, the laws and regulations of the supervision and management of pharmaceutical advertisements, and the specific management regulations of drug advertisements and medical advertisements. This paper analyzes the problems existing in the field of medical advertisement and their causes. And discussed from many aspects to carry on the medicine advertisement standardization management the way, the method. As a kind of information carrier, medical advertisement is an important way for the public to recognize medical service, drugs, medical devices and so on, which can not be ignored as a guide to the social public's medical consumption behavior. However, because of the benefit drive, the legislation lags behind, the supervision is weak and so on, in the medical advertisement development process, appeared many nonstandard, even is illegal phenomenon. The data from the State Administration for Industry and Commerce and the administrative departments for industry and commerce show that medical advertisements not only have the highest illegal rate, but also have a variety of illegal forms. Therefore, under the background of rapid economic development, it is necessary to re-examine medical advertisements and regulate them from various angles and links. In view of this, this paper puts forward the countermeasures of medicine advertisement management from the following aspects. First of all, reform the original advertising regulatory system, to carry out departmental management. Handing over the administrative power of the design, production, agency and distribution of advertisements to the administrative organs for industry and commerce, who shall strictly abide by the Drug Administration Law of the people's Republic of China (hereinafter referred to as the Drug Administration Law), The advertisement Law of the people's Republic of China (Advertising Law) and the Advertising Law of the people's Republic of China (hereinafter referred to as "Advertising Law") are used to track and manage the whole process of medical advertisements.
【学位授予单位】：黑龙江中医药大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F203

【引证文献】