试析虚假医药广告的根源与根除对策

Analysis on the Reasons of False Drug Advertisement and Countermeasures

目的:探讨虚假医药广告的根源及根除对策。方法:运用法律、政府管理及经济学知识,剖析虚假医药广告的根源。结果与结论:逐步完善认定虚假医药广告的法规,细化、明确其法律责任,提高处罚力度;政府部门加大执法力度,建立诚信体系及虚假医药广告索赔制度;医药企业加强自律,提高行业诚信水平;工商管理部门对媒体进行广告许可证管理;消费者不断提高医药常识,是解决此类问题的根本办法。

OBJECTIVE： To discuss the reasons of false drug advertisement, and to suggest the countermeasures against it. METHODS： The reasons of false drug advertisement were analyzed by using the knowledge of law, governmental administration and economy. RESULTS ＆ CONCLUSION： The countermeasures against false drug advertisement were suggested. Firstly, the regulations on defining false drug advertisement should bc improved. The legal responsibilities should be specified and the punishment on the violators should be more severe. Secondly, the government should strengthen the law enforcement, and establish the credibility system and regulation for claim. Thirdly, the pharmaceutical enterprises should be self disci plined, and improve their professional credibility. Fourthly, the governrnen＇,al departments of business administration should take a strict control on awarding advertisement license to the media. Last but not the least, the consumers should improve their common medical knowledge.