本文選題：藥品廣告 + 新媒體��； 參考：《清華大學(xué)》2015年碩士論文

【摘要】：藥品廣告對指導(dǎo)患者合理、安全用藥和引導(dǎo)藥品消費(fèi)發(fā)揮著特殊作用。同時(shí),藥品廣告也是一種重要的市場競爭手段,因而備受藥品企業(yè)的青睞。政府對藥品廣告的監(jiān)管較之其他商品要嚴(yán)格很多,目前我國已經(jīng)建立了藥品廣告監(jiān)管的法律和制度體系,對藥品廣告實(shí)現(xiàn)了有效地監(jiān)管。伴隨著互聯(lián)網(wǎng)和移動(dòng)互聯(lián)網(wǎng)技術(shù)的發(fā)展,新媒體發(fā)展十分迅速。新媒體藥品廣告在藥品廣告中顯得越來越重要,但在現(xiàn)有藥品廣告監(jiān)管法律和制度下,新媒體藥品廣告監(jiān)管卻存在著諸多法律問題。本文旨在研究新媒體藥品廣告監(jiān)管的法律問題,具有針對性、實(shí)用性和前瞻性。本文通過對我國藥品廣告監(jiān)管的必要性與正當(dāng)性,監(jiān)管的意義等方面的分析來解釋對藥品廣告進(jìn)行監(jiān)管的原因。藥品廣告監(jiān)管現(xiàn)狀和新媒體藥品廣告概論兩部分內(nèi)容為后文談新媒體藥品廣告監(jiān)管法律問題奠定了基礎(chǔ)。在現(xiàn)有藥品廣告監(jiān)管法律制度下,新媒體藥品廣告監(jiān)管可能面臨的問題本文進(jìn)行了概括。本文總結(jié)主要問題有:新媒體藥品廣告性質(zhì)界定問題、廣告主體認(rèn)定問題,隱私權(quán)保護(hù)、隱性廣告及強(qiáng)迫廣告問題,在執(zhí)法上存在的責(zé)任追究難、部門協(xié)作、監(jiān)管體系不健全等問題。本文的重點(diǎn)是關(guān)于完善新媒體藥品廣告監(jiān)管法律制度的對策建議。本文從立法上、體制建構(gòu)上和執(zhí)法上三方面提出完善新媒體藥品廣告監(jiān)管的法律建議。在立法上,討論了互聯(lián)網(wǎng)廣告和“垃圾廣告”的規(guī)制問題,建議法律明確新媒體藥品廣告的責(zé)任主體和藥品信息的含義,對新媒體藥品廣告性質(zhì)進(jìn)行界定,明確隱私權(quán)的界限,建立新媒體藥品廣告發(fā)布者認(rèn)證制度。在體制建構(gòu)上,本文建議完善現(xiàn)有藥品廣告監(jiān)管模式,加強(qiáng)社會(huì)公眾對新媒體藥品廣告的監(jiān)督制度建設(shè)。另外,本文建議發(fā)揮新媒體藥品廣告行業(yè)自身的誠信自律建設(shè)和發(fā)揮第三方監(jiān)督平臺的作用,以有效監(jiān)管新媒體藥品廣告。在執(zhí)法上,本文提出要增強(qiáng)執(zhí)法力度,提升新媒體藥品廣告監(jiān)管力量。加大處罰力度,完善現(xiàn)有處罰機(jī)制,以起到懲罰違法主體,警示教育其他主體的作用。本文指出建立新媒體藥品廣告監(jiān)測體系是十分必要的。最后,本文建議建立投訴機(jī)制,解決受害者的救濟(jì)難題�？傊�,本文是對新媒體藥品廣告監(jiān)管法律問題的初步研究,希望能對后續(xù)研究起到拋磚引玉的作用。
[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.
【學(xué)位授予單位】：清華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D922.294

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本文編號：1899823