【摘要】：醫(yī)藥廣告作為一種經濟活動,醫(yī)藥生產經營者既可以利用它進行正當競爭,向消費者傳遞真實有用的信息,指導和促進消費;同時又可以利用它進行虛假宣傳,欺騙消費者,不正當?shù)財D壓競爭對手。為了維護市場秩序,保護消費者和經營者的利益,世界各國都十分重視對醫(yī)藥廣告的監(jiān)督管理,然而就目前來看,經歷了2005年“醫(yī)藥廣告整頓年”之后,違法、違規(guī)醫(yī)藥廣告依然無法從根本上消除。 本文首先對我國的廣告管理進行了介紹,然后在介紹醫(yī)藥廣告相關內涵與外延、醫(yī)藥廣告監(jiān)督管理的法律、法規(guī)體系、及藥品廣告與醫(yī)療廣告具體的管理規(guī)定的基礎上,分析了醫(yī)藥廣告領域目前存在的問題及其成因。并從多個方面論述了進行醫(yī)藥廣告規(guī)范化管理的方式、方法。 醫(yī)藥廣告作為一種信息載體,是社會公眾認知醫(yī)療服務、藥品、醫(yī)療器械等的重要途徑,對社會公眾的醫(yī)療消費行為具有不可忽視的導向作用。然而由于利益驅動、立法滯后、監(jiān)管不力等原因,在醫(yī)藥廣告發(fā)展的過程中,出現(xiàn)了諸多不規(guī)范、甚至是違法的現(xiàn)象。國家工商行政管理總局及各地工商行政部門的監(jiān)督管理數(shù)據表明,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,在當前經濟快速發(fā)展的大背景下,有必要對醫(yī)藥廣告重新審視,從多角度、多環(huán)節(jié)對之進行全面規(guī)制。 有鑒于此,本文從以下幾個方面提出了醫(yī)藥廣告管理的對策。 首先,改革原有廣告監(jiān)管體制,進行部門歸口管理。將廣告的設計、制作、代理和發(fā)布各環(huán)節(jié)的管理權交給工商行政管理機關一家,由他們嚴格依照《中華人民共和國藥品管理法》(簡稱《藥品管理法》,后同)和《中華人民共和國廣告法》(簡稱《廣告法》,后同)對醫(yī)藥廣告進行全程跟蹤和系統(tǒng)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.
【學位授予單位】：黑龍江中醫(yī)藥大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F203

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本文編號：2428716