对地方媒体虚假违法广告乱象的思考

Reflections on Fraudulent Advertisement on Local Media

国内虚假广告屡禁不止,特别是医药、化妆品、保健食品等市场,问题突出,已经成为一种社会公害。地方广播电视、报刊即其他小众媒体在其中扮演了推波助澜的角色。要有效遏止虚假广告,仅仅依靠媒体与行业自身的监管是不行的,应借鉴国外成功的广告监管经验,明确界定虚假广告的法律概念,排除行业利益的羁绊,重构广告审查与监督体系,加大对虚假广告行为的处罚力度,切实纠正媒体社会责任感的缺失。

Fraudulent advertisements appear despite repeated bans,especially in markets of medication,cosmetic products and health care food.They have harmed the general public,while local broadcast and television stations,newspapers and tabloids have played an infamous role in the process.This essay maintains that self-supervision in media and the professional world is insufficient to curb fraudulent advertisements effectively.Departments concerned must borrow successful experience from foreign countries,clearly define fraudulent advertisements in legal terms,rid disturbing profits of the industry,and reestablish advertisement audit and supervision system,increase penalties on fraudulent advertisements and redress media's lack of social responsibility.