药品广告法律规制研究

发布时间：2019-02-23 23:04

【摘要】： 药品广告是市场经济中颇受药品生产经营者青睐的竞争手段,同时,也是处于信息劣势地位的消费者了解特定药品之疗效和安全性的重要途径。规范的药品广告,既能有效促进药品市场的竞争,又能为消费者传递真实有用的信息,指导和促进消费;同样,违法的药品广告不但会破坏正常的市场秩序,而且严重威胁消费者的身体健康和生命安全。随着药品广告业的迅猛发展,违法药品广告的现象也日益暴露。当前,不少国家的药品广告市场秩序相当混乱。为了保护消费者和经营者的利益,维护市场秩序,现代各国都十分重视对它进行法律调整。目前,我国的药品市场广告秩序也不容乐观,违法药品广告屡禁不止且日益猖獗,因此,加强药品广告法律规制的研究具有尤其重要的理论意义和现实意义。本文采纳法学和信息经济学的相关观点,运用比较分析、实证分析和历史分析等研究方法对药品广告的法律规制展开研究,旨在完善药品广告法律制度的设计,通过提高药品广告违法者的违法成本(如健全的的法律责任体系、严格的执法和协调的配套制度等),使其受到应有的惩罚,从而最大程度上减少违法药品广告的发生,使药品广告真正肩负起传递正确药品信息、克服信息不对称的使命。本文首先对药品广告做了界定,论述了药品广告法律规制的重要意义和理论依据。其次,阐述了世界各国的药品广告法律规制的发展趋势,并介绍了国外药品广告法律规制的先进经验。最后,从诸多层面对我国违法药品广告泛滥的成因进行了深入的分析,结合我国的国情并适当借鉴国外的先进管理经验,提出了加强我国药品广告法律规制的对策和建议。任何药品都具有治疗与损伤的双重作用。作为一种特殊的商品,药品与人们的身体健康和生命安全息息相关。药品广告简而言之就是传播药品信息的活动,它具有不同于一般商品广告的特殊性,其真实性与合法性对于保护诚实经营者和消费者的合法权益,维护药品广告市场的秩序,促进行业的健康发展具有尤为重要的意义。鉴于此,世界上除了没有药品广告的印度等国家以外,大多数国家和地区都对药品广告进行严格的法律规制。
[Abstract]:Drug advertising is a competitive means favored by drug producers in the market economy, and it is also an important way for consumers who are in the information disadvantage position to understand the efficacy and safety of certain drugs. Standardized drug advertising can not only effectively promote the competition of the drug market, but also can convey real and useful information to consumers and guide and promote consumption; Similarly, illegal drug advertising will not only damage the normal market order, but also seriously threaten the health and safety of consumers. With the rapid development of drug advertising industry, the phenomenon of illegal drug advertising is increasingly exposed. At present, the order of drug advertisement market of many countries is quite chaotic. In order to protect the interests of consumers and operators and maintain market order, modern countries attach great importance to its legal adjustment. At present, the advertisement order of our country's drug market is not optimistic, the illegal drug advertisement is not only forbidden but also rampant day by day. Therefore, it is of great theoretical and practical significance to strengthen the research on the legal regulation of drug advertisement. This paper adopts the relevant viewpoints of law and information economics, uses comparative analysis, empirical analysis and historical analysis to study the legal regulation of drug advertising in order to perfect the design of the legal system of drug advertising. By increasing the illegal cost of drug advertisement violators (such as a sound legal liability system, strict law enforcement and coordinated supporting system, etc.), they should be punished so as to minimize the occurrence of illegal drug advertisements, Drug advertising really shoulder the mission of transmitting correct drug information and overcoming information asymmetry. This paper first defines the drug advertisement, and discusses the important significance and theoretical basis of the legal regulation of drug advertising. Secondly, it expounds the development trend of the legal regulation of drug advertisement in the world, and introduces the advanced experience of the legal regulation of drug advertisement in foreign countries. Finally, the causes of the overflowing of illegal drug advertisements in China are analyzed from many aspects, and the countermeasures and suggestions to strengthen the legal regulation of drug advertisements in China are put forward according to the situation of our country and the advanced management experience of foreign countries. Any drug has the dual function of treatment and injury. As a special commodity, medicine is closely related to people's health and safety. Drug advertising, in short, is the activity of disseminating drug information. It is different from general commodity advertisements in its particularity. Its authenticity and legitimacy can protect the legitimate rights and interests of honest operators and consumers, and maintain the order of the drug advertising market. It is of great significance to promote the healthy development of the industry. In view of this, most countries and regions in the world, except India and other countries without drug advertising, have strict legal regulations on drug advertising.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：D922.294

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