【摘要】：藥品廣告在推動(dòng)健康信息傳播、普及公眾健康知識(shí)、促進(jìn)我國(guó)醫(yī)藥行業(yè)快速發(fā)展等方面發(fā)揮了重要作用,已成為藥品企業(yè)拓展市場(chǎng)的重要手段。憑借廣告,一些藥品企業(yè)在眾多競(jìng)爭(zhēng)對(duì)手中脫穎而出,取得了驕人的市場(chǎng)業(yè)績(jī)。由于受藥品廣告巨大經(jīng)濟(jì)利益的驅(qū)使,我國(guó)藥品廣告違法現(xiàn)象十分嚴(yán)重,違法藥品廣告數(shù)量長(zhǎng)期居高不下,給消費(fèi)者帶來了嚴(yán)重的危害。如何有效治理違法藥品廣告已成為社會(huì)關(guān)注的熱點(diǎn),國(guó)務(wù)院2012年發(fā)布的《國(guó)家藥品安全“十二五”規(guī)劃》也專門提到要嚴(yán)厲打擊發(fā)布違法藥品廣告行為。要有效治理違法藥品廣告,就必須加強(qiáng)監(jiān)管制度的創(chuàng)新建設(shè),因此,本文嘗試對(duì)我國(guó)藥品廣告監(jiān)管制度的創(chuàng)新進(jìn)行探索性研究。首先,本文在介紹藥品和藥品廣告基本概念及其特性的基礎(chǔ)上,按四個(gè)不同的歷史時(shí)期對(duì)我國(guó)的藥品廣告發(fā)展概況及其作用進(jìn)行了總結(jié)和分析,并推測(cè)了我國(guó)藥品廣告的未來發(fā)展趨勢(shì)。同時(shí),本文從兩個(gè)方面闡述了藥品廣告的意義和作用,即藥品廣告推動(dòng)了醫(yī)藥行業(yè)發(fā)展并有利于推動(dòng)健康信息的傳播。研究指出,藥品廣告市場(chǎng)將越來越大,競(jìng)爭(zhēng)也日趨激烈,未來藥品廣告的形式和內(nèi)容將更加隱蔽,因此加強(qiáng)對(duì)藥品廣告的監(jiān)管十分重要。其次,本文對(duì)我國(guó)藥品廣告存在的問題與危害做了深入的分析,指出我國(guó)藥品廣告違法現(xiàn)象日趨嚴(yán)重,表現(xiàn)形式多種多樣,常見的有:資格違法;對(duì)禁止發(fā)布廣告的藥品做廣告;對(duì)藥品功能療效做不恰當(dāng)宣傳;利用公眾人物、患者和專業(yè)機(jī)構(gòu)的名義進(jìn)行宣傳;使用軟文的形式進(jìn)行宣傳等。研究指出,違法藥品廣告對(duì)社會(huì)造成了嚴(yán)重危害,主要體現(xiàn)在7個(gè)方面:影響人類健康;加重消費(fèi)者負(fù)擔(dān);影響行業(yè)公平競(jìng)爭(zhēng);影響藥品企業(yè)創(chuàng)新力;對(duì)生態(tài)環(huán)境造成污染;影響政府公信力;引發(fā)道德風(fēng)險(xiǎn)。第三,本文利用利益政策學(xué)的基本理論和觀點(diǎn),分析了我國(guó)藥品廣告相關(guān)主體即政府監(jiān)管者、消費(fèi)者、藥品企業(yè)、廣告經(jīng)營(yíng)者和媒體的利益,指出藥品廣告作為一類特殊的廣告,不僅攸關(guān)人類的身體健康和生活質(zhì)量,也與政府部門、消費(fèi)者、藥品企業(yè)、媒體及廣告經(jīng)營(yíng)者的利益密切相關(guān)。研究發(fā)現(xiàn),違法藥品廣告各相關(guān)主體之間存在著錯(cuò)綜復(fù)雜的利益關(guān)系,正是這種利益關(guān)系才導(dǎo)致違法藥品廣告的屢禁不止。因此,如何通過制約和平衡各方利益,設(shè)計(jì)合理的藥品廣告監(jiān)管制度顯得尤為重要。第四,本文將全國(guó)31個(gè)省、自治區(qū)和直轄市藥監(jiān)局的門戶網(wǎng)站作為研究樣本,從藥品廣告信息查閱途徑、公告更新周期、公告內(nèi)容詳盡度、監(jiān)管欄目所含信息量、公眾舉報(bào)投訴平臺(tái)建設(shè)情況5個(gè)方面,對(duì)這些省、自治區(qū)和直轄市藥監(jiān)局的藥品廣告政府監(jiān)管行為及監(jiān)管工具應(yīng)用情況做了深入的調(diào)查和對(duì)比研究。研究發(fā)現(xiàn),我國(guó)藥監(jiān)部門在藥品廣告監(jiān)管中存在諸多問題:一是各省、自治區(qū)和直轄市對(duì)違法藥品廣告監(jiān)管的重視程度不一;二是各省、自治區(qū)和直轄市查閱違法藥品廣告信息的復(fù)雜程度普遍較高;三是各省違法藥品廣告公告信息多數(shù)更新不及時(shí);四是各省、自治區(qū)和直轄市違法藥品廣告公告內(nèi)容詳盡程度不一;五是設(shè)有違法藥品廣告監(jiān)管專欄的省份少,有設(shè)專欄的,其所含的信息量也不夠豐富;六是違法藥品廣告公眾舉報(bào)投訴平臺(tái)建立不完善、不科學(xué)。第五,筆者先后走訪了哈藥集團(tuán)三精制藥股份有限公司、福建省工商局、福建省藥監(jiān)局、海峽都市報(bào)、寧德電視臺(tái)和合眾廣告有限公司等單位和部門,與藥品廣告的相關(guān)的市場(chǎng)監(jiān)管者、藥品生產(chǎn)者、媒體發(fā)布者、廣告經(jīng)營(yíng)者進(jìn)行深度訪談。結(jié)果顯示,大部分受訪者認(rèn)為,目前藥品廣告已經(jīng)成為嚴(yán)重的社會(huì)問題,其深層次的原因是制度問題,而制度背后隱藏更深的是各種利益問題;他們一致認(rèn)為只有從制度層面進(jìn)行創(chuàng)新,才有可能從根源上解決我國(guó)違法藥品廣告數(shù)量長(zhǎng)期居高不下的現(xiàn)狀。訪談為藥品廣告監(jiān)管制度的創(chuàng)新設(shè)計(jì)提供了翔實(shí)的第一手素材。第六,通過向福州市五區(qū)八縣(市)的回春、惠好、康利達(dá)、融佳等13家藥店,以及福建醫(yī)科大學(xué)附屬協(xié)和醫(yī)院、福建省腫瘤醫(yī)院等7家醫(yī)院的消費(fèi)者發(fā)放2200份調(diào)查問卷,從定量分析角度了解消費(fèi)者對(duì)藥品廣告的認(rèn)知度情況,進(jìn)一步佐證了訪談結(jié)論。研究表明,當(dāng)前普遍存在違法藥品廣告泛濫、消費(fèi)者受騙程度嚴(yán)重、維權(quán)意識(shí)薄弱、社會(huì)監(jiān)督不力等嚴(yán)峻問題。第七,本文總結(jié)了我國(guó)藥品廣告監(jiān)管制度5個(gè)階段的歷史沿革,分析了我國(guó)藥品廣告的監(jiān)管體制和法律體系,歸納了我國(guó)藥品廣告監(jiān)管制度的特點(diǎn);同時(shí)介紹了美國(guó)、澳大利亞、法國(guó)、德國(guó)、英國(guó)、日本和新加坡等國(guó)家的藥品廣告監(jiān)管制度的基本情況。研究認(rèn)為,鑒往知來,洋為中用,吸收我國(guó)藥品廣告監(jiān)管制度以往成功經(jīng)驗(yàn)以及借鑒國(guó)外藥品廣告監(jiān)管制度之精華,對(duì)創(chuàng)新設(shè)計(jì)我國(guó)藥品廣告監(jiān)管制度有著重要的現(xiàn)實(shí)意義。最后,本文以制約和平衡藥品廣告各方利益、實(shí)現(xiàn)共同利益最大化為目標(biāo),根據(jù)我國(guó)藥品廣告監(jiān)管制度的實(shí)際,從制定一部專門的《藥品廣告法》、歸口一個(gè)部門監(jiān)管、合并成一個(gè)“藥品廣告監(jiān)測(cè)中心”、搭建一個(gè)全國(guó)統(tǒng)一的“藥品廣告信息發(fā)布平臺(tái)”、設(shè)立一部全國(guó)統(tǒng)一的“違法藥品廣告舉報(bào)電話”、創(chuàng)辦一檔全國(guó)性《用藥健康》欄目、修訂完善藥品廣告相關(guān)法律體系、營(yíng)造一個(gè)良好的社會(huì)文化環(huán)境等8個(gè)方面,對(duì)我國(guó)藥品廣告監(jiān)管制度進(jìn)行了創(chuàng)新設(shè)計(jì),提出了我國(guó)政府對(duì)藥品廣告監(jiān)管在體制機(jī)制改革、法律法規(guī)建設(shè)、政府職能再造、監(jiān)管工具創(chuàng)新等方面的具體內(nèi)容和要求,凸顯了研究這一課題的理論與現(xiàn)實(shí)意義。
[Abstract]:Drug advertising has played an important role in promoting health information dissemination, popularizing public health knowledge and promoting the rapid development of the pharmaceutical industry in China. It has become an important means for pharmaceutical enterprises to expand their markets. Driven by enormous economic benefits, the illegal phenomenon of drug advertisement in China is very serious, and the number of illegal drug advertisements has been high for a long time, which has brought serious harm to consumers. To crack down on the publication of illegal drug advertisements, we must strengthen the innovation and construction of supervision system to effectively control illegal drug advertisements. Therefore, this paper attempts to explore the innovation of drug advertisement supervision system in China. This paper summarizes and analyzes the general situation and function of drug advertisement in different historical periods, and speculates the future development trend of drug advertisement in China. Meanwhile, this paper expounds the significance and function of drug advertisement from two aspects, that is, drug advertisement promotes the development of pharmaceutical industry and promotes the dissemination of health information. It is pointed out that the drug advertisement market will become bigger and bigger, and the competition will become more and more fierce. The form and content of drug advertisement will be more concealed in the future. Therefore, it is very important to strengthen the supervision of drug advertisement. There are various forms of publicity, such as: illegal qualifications; advertisement of drugs prohibited from advertising; inappropriate publicity of the efficacy of drugs; publicity in the name of public figures, patients and professional institutions; and publicity in the form of soft text. Now there are seven aspects: affecting human health; increasing the burden on consumers; affecting fair competition in the industry; affecting the innovation of pharmaceutical enterprises; polluting the ecological environment; affecting the credibility of the government; causing moral hazards. The interests of consumers, pharmaceutical enterprises, advertisers and media point out that as a special kind of advertising, drug advertising is not only related to human health and quality of life, but also closely related to the interests of government departments, consumers, pharmaceutical enterprises, media and advertising operators. It is the intricate interest relationship that leads to the repeated prohibition of illegal drug advertising. Therefore, it is particularly important to design a reasonable drug advertising supervision system by restricting and balancing the interests of all parties. Fourthly, this paper takes the portals of 31 provinces, autonomous regions and municipalities directly under the Central Government as the research samples. From five aspects of access to drug advertisement information, update cycle of announcement, detailed content of announcement, information content of supervision column and construction of public complaint platform, the government supervision behavior and application of supervision tools of drug advertisement in these provinces, autonomous regions and municipalities directly under the Central Government were investigated and compared. Nowadays, there are many problems in the supervision of drug advertisement in China's drug regulatory departments: first, the importance of the supervision of illegal drug advertisement varies among provinces, autonomous regions and municipalities directly under the Central Government; second, the complexity of accessing the information of illegal drug advertisement is generally high among provinces, autonomous regions and municipalities directly under the Central Government; third, most of the information of illegal drug advertisement in each province is not updated. Fourthly, the content of illegal drug advertisement announcements in different provinces, autonomous regions and municipalities directly under the Central Government is not detailed; Fifthly, there are few provinces with illegal drug advertisement supervision columns, and the information contained in them is not rich enough; Sixthly, the public complaint platform for illegal drug advertisement is not perfect and scientific. Fifthly, the author has visited them successively. In-depth interviews with market regulators, drug producers, media publishers and advertisers related to drug advertisements were conducted among the units and departments of Harbin Pharmaceutical Group Sanjing Pharmaceutical Co., Ltd., Fujian Industry and Commerce Bureau, Fujian Pharmaceutical Regulatory Bureau, Taiwan Metropolitan Daily, Ningde Television Station and United Advertising Co., Ltd. They believe that the current drug advertising has become a serious social problem, the deep-seated reason is the system problem, and the system behind the hidden is a variety of interests; they agree that only from the system level of innovation, it is possible to solve the root causes of the long-standing high number of illegal drug advertising in China. Sixthly, 2 200 questionnaires were distributed to consumers of 13 pharmacies, including Huihao, Kanglida, Rongjia, Fujian Medical University Affiliated Union Medical College Hospital, Fujian Cancer Hospital and other 7 hospitals from quantitative analysis angle. The research shows that there are many serious problems in the current drug advertisement, such as the prevalence of illegal drug advertisements, the severity of consumers'deception, the weak awareness of safeguarding rights, and the weak social supervision. This paper analyzes the regulatory system and legal system of drug advertisement in China, summarizes the characteristics of drug advertisement regulatory system in China, and introduces the basic situation of drug advertisement regulatory system in the United States, Australia, France, Germany, Britain, Japan and Singapore. The successful experience of the regulatory system in the past and the essence of the foreign drug advertising regulatory system are of great practical significance to the innovative design of China's drug advertising regulatory system. A special Drug Advertising Law will be enacted to centralize the supervision of a department and merge it into a "Drug Advertising Monitoring Center". A nationwide unified "Drug Advertising Information Publishing Platform" will be set up. A nationwide unified "Drug Advertising Reporting Telephone" will be set up. A nationwide column on "Drug Health" will be set up to revise and improve the scope of drugs. In eight aspects, such as informing the relevant legal system and creating a good social and cultural environment, we innovatively designed the drug advertising supervision system in China, and put forward the specific contents and requirements of the government's drug advertising supervision in the aspects of institutional mechanism reform, law and regulation construction, government function reengineering and supervision tool innovation, which highlighted the research. The theoretical and practical significance of this topic.
【學(xué)位授予單位】：沈陽藥科大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類號(hào)】：D922.16;D922.294

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