药品广告社会责任缺失的原因及对策分析

Analysis of the Cause and Countermeasure of the Lack of Social Responsibilities of Drug Advertising

目的为药品广告社会责任建设提供参考意见。方法从违法药品广告对政府、大众媒体、市场、消费者及企业自身带来的危害入手,具体分析了药品广告社会责任缺失的原因,进一步探讨了企业如何通过自律机制及他律机制,推进药品广告社会责任建设,促进药品广告市场的健康发展。结果与结论医药企业利用广告向消费者客观、准确地传递有关信息是企业应尽的基本责任与义务。

Objective It provided a reference to build the social responsibility for the drug ads.Methods This article proceed from the risk and the impact of the illegal drug advertisement to the government,the mass media,market,consumers and enterprises,specifically analyze the reasons of the lack of social responsibilities of drug advertising,and further discussed how the enterprise promote drug advertising social responsibility construction and the healthy development of the drug advertising market through self-discipline mechanism and heteronomy mechanism.Results and Conclusion That pharmaceutical enterprise uses advertisement to transmit relevant information to consumers objectively and accurately is enterprise＇s bounden basic duty and obligation.