大众媒体药品广告管理现状分析及整治措施

Status Quo and Coping Measures on Management of Mass Media Drug Advertisements

目的:为规范我国药品广告管理提供参考。方法:通过公共行政学和行政法学的理论分析现行大众媒体药品广告管理存在的弊病,按照管理学理论提出解决方案。结果与结论:对药品广告监管的多头管理形成了权力分散、沟通不畅的局面,再加上法制不健全,最终导致药品广告管理混乱。而健全的管理流程、完备的岗位制度和严格的行政执法是整治我国药品广告管理的有效措施。

OBJECTIVE： To provide reference for the standardization of drug advertising management in China. METHODS： The disadvantages of the current drug advertising management was analyzed by employing the theory of Public Administration and Administrative Law, and the coping measures were presented in accordance with management theory. RESULTS ＆ CONCLUSIONS： Decentralized authority and poor communication resulted from multiple management in addition to the unsound legal system eventually led to disordered drug advertisements. Sound management process, complete post system and strict administrative enforcement are effective measures to cope with Chinese drug advertisements.