中国近代政府医药广告管理探析

Analysis of governmental administration on medical advertisements in modern China

近代中国庞大的医疗市场推进了医药广告宣传的兴盛，伴随而来的是医药广告宣传的乱象丛生。为了规范医药广告宣传的无序状况，近代卫生行政机构开始依靠法规程序进行管理。1928年，上海市卫生局开始对医药广告进行管理，并于1929年出台了《上海市取缔淫猥药物宣传品暂行规则》。1930年，北京颁布了《北平市卫生局管理中西药商广告暂行章程》。1935年，北京又颁布了《北平市管理中西医药新闻广告规则》。此后，全国各地以《北平市管理中西医药新闻广告规则》为基础，结合监管得失，因地制宜，不断完善管理规章。其中有代表性的是《上海市管理中西医药新闻广告暂行规则》（1936年）、《北平市关于管理及修正中西药广告规则》（1946年）和《上海市卫生局医药宣传品管理规则》（1947年）等广告管理规章。这些新出台的规章，既体现了近代政府以法规为主要手段进行医药广告管理的理念，也在一定程度上遏制了医药违法广告的泛滥。同时，近代政府对医药广告的监管也存在管理滞后、监管不力、惩罚过轻等不足之处。

The huge medical market in modern China brought about prosperity and then an uncontrolled medical advertising industry. In order to standardize the market, the health institution resorted to laws and regulations. Shanghai Municipal Health Bureau began the work in 1928 and Shanghai Provisional Rules of Banning Obscene Drug Advertising was issued in 1929. In 1930, Provisional Rules of Chinese and Western Medicine Advertising of the Beiping Health Bureau was carried out and then Rules of Chinese and Western Medicine Advertising of Beiping in 1935. From then on, various parts of the country kept on developing and perfecting their own rules on the basis of Rules of Chinese and Western Medicine Advertising of Beiping and the local situation. Among the rules, Provisional Rules of Chinese and Western Medicine Advertising of Shanghai （1936） , Rules of Administrating and Correcting Chinese and Western Medicine Advertising of Beiping （1946） and Rules of Medicine Advertising of Shanghai Municipal Health Bureau （1947） were representatives. Those rules embodied the modern government＇s principle on administrating advertising by legal means and restraining excess illegal medicine advertising. There were also some weak points in the supervision of medicine advertising, such as sluggish supervision, ineffective supervision and light punishment.