【摘要】： 藥品廣告是市場(chǎng)經(jīng)濟(jì)中頗受藥品生產(chǎn)經(jīng)營(yíng)者青睞的競(jìng)爭(zhēng)手段,同時(shí),也是處于信息劣勢(shì)地位的消費(fèi)者了解特定藥品之療效和安全性的重要途徑。規(guī)范的藥品廣告,既能有效促進(jìn)藥品市場(chǎng)的競(jìng)爭(zhēng),又能為消費(fèi)者傳遞真實(shí)有用的信息,指導(dǎo)和促進(jìn)消費(fèi);同樣,違法的藥品廣告不但會(huì)破壞正常的市場(chǎng)秩序,而且嚴(yán)重威脅消費(fèi)者的身體健康和生命安全。 隨著藥品廣告業(yè)的迅猛發(fā)展,違法藥品廣告的現(xiàn)象也日益暴露。當(dāng)前,不少國(guó)家的藥品廣告市場(chǎng)秩序相當(dāng)混亂。為了保護(hù)消費(fèi)者和經(jīng)營(yíng)者的利益,維護(hù)市場(chǎng)秩序,現(xiàn)代各國(guó)都十分重視對(duì)它進(jìn)行法律調(diào)整。目前,我國(guó)的藥品市場(chǎng)廣告秩序也不容樂(lè)觀,違法藥品廣告屢禁不止且日益猖獗,因此,加強(qiáng)藥品廣告法律規(guī)制的研究具有尤其重要的理論意義和現(xiàn)實(shí)意義。 本文采納法學(xué)和信息經(jīng)濟(jì)學(xué)的相關(guān)觀點(diǎn),運(yùn)用比較分析、實(shí)證分析和歷史分析等研究方法對(duì)藥品廣告的法律規(guī)制展開(kāi)研究,旨在完善藥品廣告法律制度的設(shè)計(jì),通過(guò)提高藥品廣告違法者的違法成本(如健全的的法律責(zé)任體系、嚴(yán)格的執(zhí)法和協(xié)調(diào)的配套制度等),使其受到應(yīng)有的懲罰,從而最大程度上減少違法藥品廣告的發(fā)生,使藥品廣告真正肩負(fù)起傳遞正確藥品信息、克服信息不對(duì)稱的使命。 本文首先對(duì)藥品廣告做了界定,論述了藥品廣告法律規(guī)制的重要意義和理論依據(jù)。其次,闡述了世界各國(guó)的藥品廣告法律規(guī)制的發(fā)展趨勢(shì),并介紹了國(guó)外藥品廣告法律規(guī)制的先進(jìn)經(jīng)驗(yàn)。最后,從諸多層面對(duì)我國(guó)違法藥品廣告泛濫的成因進(jìn)行了深入的分析,結(jié)合我國(guó)的國(guó)情并適當(dāng)借鑒國(guó)外的先進(jìn)管理經(jīng)驗(yàn),提出了加強(qiáng)我國(guó)藥品廣告法律規(guī)制的對(duì)策和建議。 任何藥品都具有治療與損傷的雙重作用。作為一種特殊的商品,藥品與人們的身體健康和生命安全息息相關(guān)。藥品廣告簡(jiǎn)而言之就是傳播藥品信息的活動(dòng),它具有不同于一般商品廣告的特殊性,其真實(shí)性與合法性對(duì)于保護(hù)誠(chéng)實(shí)經(jīng)營(yíng)者和消費(fèi)者的合法權(quán)益,維護(hù)藥品廣告市場(chǎng)的秩序,促進(jìn)行業(yè)的健康發(fā)展具有尤為重要的意義。鑒于此,世界上除了沒(méi)有藥品廣告的印度等國(guó)家以外,大多數(shù)國(guó)家和地區(qū)都對(duì)藥品廣告進(jìn)行嚴(yán)格的法律規(guī)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.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：D922.294

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