本文選題：醫(yī)藥 + 廣告��； 參考：《西南政法大學(xué)》2003年碩士論文

【摘要】： 醫(yī)藥廣告是一種經(jīng)濟(jì)活動(dòng)，是市場(chǎng)經(jīng)濟(jì)中非常重要的經(jīng)營(yíng)手段。醫(yī)藥生產(chǎn)經(jīng)營(yíng)者既可以利用它進(jìn)行正當(dāng)競(jìng)爭(zhēng)，向消費(fèi)者傳送真實(shí)有用的信息，指導(dǎo)和促進(jìn)消費(fèi)；同時(shí)又可以利用它進(jìn)行虛假宣傳，欺騙消費(fèi)者，擠垮競(jìng)爭(zhēng)對(duì)手。為了維護(hù)市場(chǎng)秩序，保護(hù)消費(fèi)者和經(jīng)營(yíng)者的利益，現(xiàn)代各國(guó)都十分重視對(duì)它進(jìn)行法律調(diào)整。然而，我國(guó)目前對(duì)這一現(xiàn)象的法律研究卻并不多見。 本文首先對(duì)醫(yī)藥廣告進(jìn)行了界定，然后論述了醫(yī)藥廣告需要經(jīng)濟(jì)法規(guī)制的經(jīng)濟(jì)及法律上的依據(jù)，分析了醫(yī)藥廣告立法取得的成就及不足之處，最后提出了完善我國(guó)醫(yī)藥廣告立法的建議。 醫(yī)藥是一個(gè)綜合的概念，泛指與疾病的預(yù)防和治療有關(guān)的物質(zhì)和手段。醫(yī)藥廣告簡(jiǎn)而言之就是傳播醫(yī)藥信息的活動(dòng)，具體指醫(yī)藥商品經(jīng)營(yíng)者或者醫(yī)藥服務(wù)提供者承擔(dān)費(fèi)用，通過一定媒介和形式直接或者間接地介紹自己所提供的醫(yī)藥服務(wù)或者所推銷的醫(yī)藥商品的活動(dòng)。從醫(yī)藥廣告的外延看，醫(yī)藥廣告主要包括三類，即藥品廣告、醫(yī)療器械廣告和醫(yī)療廣告。醫(yī)藥廣告在傳遞醫(yī)藥信息、滿足人民生活等方面發(fā)揮了巨大的作用，然而由于利益驅(qū)動(dòng)、立法滯后、監(jiān)管不力等原因，在醫(yī)藥廣告走向發(fā)達(dá)的進(jìn)程中，也出現(xiàn)了諸多不規(guī)范，甚至違法的現(xiàn)象。根據(jù)國(guó)家工商總局及各地工商局監(jiān)管的情況表明，醫(yī)藥廣告不僅違法率高居首位，而且違法形式多種多樣。因此，非常有必要適應(yīng)新的形勢(shì)，對(duì)醫(yī)藥廣告進(jìn)行重新審視，并以立法的方式對(duì)之進(jìn)行全面規(guī)制。 醫(yī)藥廣告法律規(guī)制的理論依據(jù)主要有二：一是醫(yī)藥廣告法律規(guī)制的信息經(jīng)濟(jì)學(xué)依據(jù)，二是醫(yī)藥廣告法律規(guī)制的部門法學(xué)依據(jù)。本文從信息經(jīng)濟(jì)學(xué)的角度分析了醫(yī)藥市場(chǎng)的信息不對(duì)稱現(xiàn)象。對(duì)于醫(yī)藥商品生產(chǎn)者或服務(wù)提供者而言，為了克服信息不對(duì)稱引發(fā)的“逆向選擇”，就會(huì)采用發(fā)送“市場(chǎng)信號(hào)”這種切實(shí)可行的辦法。醫(yī)藥廣告是一種很強(qiáng)的“市場(chǎng)信號(hào)”，也是最常用的一種信息顯示手段，因此，醫(yī)藥商品生產(chǎn)者或服務(wù)提供者是需要醫(yī)藥廣告的。對(duì)于消費(fèi)者而言，為了降低確定醫(yī)藥商品或服務(wù)的信息搜尋成本，也需要借助于醫(yī)藥廣告。醫(yī)藥廣告雖然是對(duì)醫(yī)藥市場(chǎng)信息不對(duì)稱的克服，但因其本身也是一種經(jīng)濟(jì)活動(dòng)，故同樣存在信息不對(duì)稱。這種信息不對(duì)稱，出于主客觀方面的原因，很可能導(dǎo)致信息失真或被 廣告主用以欺騙消費(fèi)者。這就會(huì)形成這樣的局面，旨在克服信息不對(duì)稱的 醫(yī)藥廣告，本身又可能在信息不對(duì)稱的情況下，發(fā)生信息失真和扭曲的現(xiàn) 象。因此，醫(yī)藥廣告中的信息失真和扭曲是不可避免的，它內(nèi)蘊(yùn)于市場(chǎng)機(jī) 制，與市場(chǎng)機(jī)制共存亡。然而，試圖通過市場(chǎng)機(jī)制本身對(duì)其加以克服，卻 又不太可能。此時(shí)，只有借助于國(guó)家權(quán)力對(duì)市場(chǎng)的干預(yù)，而這正好構(gòu)成了 醫(yī)藥廣告需要國(guó)家干預(yù)的實(shí)踐基礎(chǔ)。 醫(yī)藥廣告中的信息失真與扭曲是市場(chǎng)缺陷表現(xiàn)之一�！笆袌�(chǎng)缺陷產(chǎn)生 市場(chǎng)失靈，市場(chǎng)失靈產(chǎn)生干預(yù)需求，干預(yù)需求產(chǎn)生干預(yù)供給，而干預(yù)供給 的法律形式則是經(jīng)濟(jì)法�！币虼�，采用經(jīng)濟(jì)法對(duì)醫(yī)藥廣告進(jìn)行規(guī)制，應(yīng)當(dāng) 是一種最好的選擇。 經(jīng)過約二十年的發(fā)展，我國(guó)醫(yī)藥廣告立法已取得了初步的成就，到目 前為止，，已建立了以《廣告法》為統(tǒng)帥，以醫(yī)藥廣告行政法規(guī)、部門規(guī) 章、地方法規(guī)為基礎(chǔ)，以其他法律法規(guī)中有關(guān)醫(yī)藥廣告的法律規(guī)范為補(bǔ)充 的較完善的醫(yī)藥廣告法律法規(guī)體系。但與改革發(fā)展的步伐相比，仍存有較 大差距。在我國(guó)醫(yī)藥廣告法律規(guī)范體系中，有關(guān)醫(yī)藥廣告內(nèi)容和活動(dòng)的規(guī) 范存在一些不足之處，主要表現(xiàn)在:法律規(guī)范過于分散、監(jiān)管制度設(shè)計(jì)欠 全面、醫(yī)藥廣告法律責(zé)任有待完善、對(duì)行業(yè)自律和消費(fèi)者監(jiān)督制度重視不 夠。醫(yī)藥廣告立法的不足之處除了以上幾個(gè)具體方面以外，由于有關(guān)醫(yī)藥 廣告的法律規(guī)范大都頒布于我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)體制剛剛建立的初期， 因此立法內(nèi)容上還有許多不適應(yīng)現(xiàn)實(shí)社會(huì)生活的地方。有鑒于此，本文從 以下幾個(gè)主要方面提出了醫(yī)藥廣告立法的完善之策: 首先，采用相對(duì)集中的立法模式。我國(guó)目前醫(yī)藥廣告的立法模式是分 散立法，這種立法模式的主要特點(diǎn)是醫(yī)藥廣告法律規(guī)范散見于《廣告法》 及其它法律、法規(guī)、規(guī)章中，醫(yī)藥廣告的基本法律規(guī)范沒有集中在一部法 律法規(guī)中。這種立法模式的弊端是顯而易見的，因此筆者建議將有關(guān)的醫(yī) 藥廣告法律規(guī)范集中統(tǒng)一起來，在《廣告法》中以專章加以規(guī)定，或者目 前先以行政法規(guī)的形式對(duì)醫(yī)藥廣告進(jìn)行規(guī)范，等到時(shí)機(jī)成熟的時(shí)候，再全 面修訂《廣告法》。 其次，建立違法醫(yī)藥廣告公示制度。我國(guó)目前有關(guān)醫(yī)藥廣告的法律規(guī) 范中沒有規(guī)定違法醫(yī)藥廣告公示制度，但是，隨著我國(guó)市場(chǎng)經(jīng)濟(jì)體制的建 立，信息化、市場(chǎng)化、民主化程度的加深，建立違法醫(yī)藥廣告公示制度有 著客觀現(xiàn)實(shí)的基礎(chǔ)。違法醫(yī)藥廣告公示制度能將政府部門的醫(yī)藥廣告監(jiān)管 與社會(huì)監(jiān)督有機(jī)結(jié)合起來，可以全面打擊醫(yī)藥廣告中的違法行為和保護(hù)消 費(fèi)者的權(quán)益。 第三，完善醫(yī)藥廣告監(jiān)管法律制度。醫(yī)藥廣告監(jiān)管是國(guó)家對(duì)醫(yī)藥廣告 關(guān)系進(jìn)行干預(yù)的重要表現(xiàn)，因此本文以較大篇幅討論了醫(yī)藥廣告監(jiān)管法律 制度的完善。主要有:優(yōu)化醫(yī)藥廣告審查法律制度、確立并健全醫(yī)藥廣告 代理制度、
[Abstract]:Medical advertising is an economic activity and a very important business means in the market economy. Pharmaceutical producers can use it to compete properly, transmit real and useful information to consumers, guide and promote consumption; at the same time, they can use it to carry out false propaganda, deceive consumers, and crush competitors. In order to maintain the market, it is possible to maintain the market. In order to protect the interests of consumers and operators, modern countries attach great importance to the legal adjustment of it. However, there are few legal studies on this phenomenon in China.
This article first defines the medical advertisement, then discusses the economic and legal basis of the economic law regulation of medical advertisements, analyzes the achievements and shortcomings of the medical advertisement legislation, and finally puts forward some suggestions to improve the legislation of medical advertising in China.
Medicine is a comprehensive concept, which refers to the substances and means related to the prevention and treatment of diseases. In short, medical advertising is the activity of disseminating medical information, which refers to the cost of medical goods operators or medical service providers, and to direct or indirectly introduce the medical suits provided by a certain medium or form. From the extension of medical advertisements, medical advertisements mainly include three kinds, namely, drug advertisement, medical device advertisement and medical advertisement. Medical advertisement has played a great role in transmitting medical information and meeting people's life. However, because of interest driven, legislative lag, poor supervision and so on, According to the supervision of the State Administration for Industry and Commerce and the local industry and Commerce bureaus, medical advertisements are not only in the first place, but also in various kinds of illegal forms. Therefore, it is very necessary to adapt to the new situation and reexamine the medical advertisements. In the way of legislation, it is fully regulated.
The theoretical basis for the legal regulation of medical advertisements is mainly two: one is the information economics basis of the legal regulation of medical advertisements, and the two is the department legal basis for the legal regulation of medical advertisements. This paper analyzes the information asymmetry in the pharmaceutical market from the angle of information economics. To overcome the "adverse selection" caused by information asymmetry, a practical way to send "market signals" is adopted. Medical advertising is a strong "market signal", and is also the most commonly used means of information display. Therefore, pharmaceutical producers or service providers are required for medical advertising. For consumers, In order to reduce the cost of information search for medical goods or services, it also needs to be used in medical advertising. Although medical advertising is an asymmetric information to the medical market, it is also a kind of economic activity, so there is also information asymmetry. This information asymmetry, for reasons of subjective and objective aspects, is likely to lead to information. Distortion or being
Advertisers are used to deceive consumers. This will lead to such a situation aimed at overcoming information asymmetry.
Medical advertisement itself may be distorted and distorted by information asymmetry.
Therefore, the distortion and distortion of information in medical advertisements is unavoidable, which is inherent in the market machine.
The system has survived with the market mechanism. However, it attempts to overcome it through the market mechanism itself.
It is not possible. At this time, the intervention of the market by state power is the only way.
Medical advertisements need the foundation of the practice of state intervention.
The distortion and distortion of information in medical advertisements is one of the manifestations of market defects.
Market failure, market failure, intervention demand, intervention demand, intervention supply, and intervention supply
The legal form is economic law. "Therefore, the regulation of medical advertisements should be regulated by economic law.
It's the best choice.
After about twenty years of development, China's legislation on pharmaceutical advertising has made initial achievements.
Up to now, the advertising law has been established as commander in chief, with administrative regulations and departmental rules in pharmaceutical advertisements.
Chapter 3 is based on local laws and regulations, supplemented by other laws and regulations relating to the legal norms governing medical advertisements.
A better medical advertisement law and regulation system.
In the legal norms system of our country's medical advertisements, regulations on contents and activities of medical advertisements are arranged.
Some shortcomings of the norm lie mainly in the following aspects: the legal norm is too scattered, and the supervision system is not well designed.
In a comprehensive way, the legal liability of medical advertisements needs to be improved, and the importance of industry self-discipline and consumer supervision system should be ignored.
Enough. In addition to the above specific aspects, the deficiency of legislation on medical advertisements is related to medicine.
Most of the laws and regulations of advertisements are promulgated in the early stage of our socialist market economic system.
Therefore, there are still many places that are not suitable for real social life in legislation.
The following major aspects put forward the perfect legislation for legislation of medical advertisement:
First of all, we should adopt a relatively centralized legislative mode.
The main feature of this legislative mode is that the legal norms of medical advertisements are scattered in the advertising law.
In other laws, regulations and regulations, the basic laws and regulations of medical advertisements are not concentrated on one law.
The drawbacks of this legislative mode are obvious. Therefore, the author suggests that the relevant doctors should be treated.
The laws and regulations governing drug advertisements are centralized and unified.
First, regulate the medical advertisements in the form of administrative regulations, and wait until the time is ripe.
Face revision < Advertising Law >.
Secondly, we should establish a publicity system for illegal medical advertisements.
Fan did not stipulate the publicity system of illegal medical advertisements, but with the establishment of China's market economic system,
Establish, informationalization, marketization and deepening of democratization, and establish the publicity system of illegal medical advertisements.
On the basis of objective reality, the publicity system of illegal medical advertisements can supervise the medical advertisements of government departments.
Combined with social supervision, we can crack down on illegal activities and protection in medical advertisements.
The rights and interests of the fee holder.
Third, improve the legal system of medical advertising supervision.
The important role of relationship in intervention is discussed in this paper.
The perfection of the system mainly includes: optimizing the legal system of medical advertisement review, establishing and perfecting the medical advertisement.
The agency system,

【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2003
【分類號(hào)】：D922.29

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