我国药品广告监管的现状与难点——基于违法药品广告监测情况的研究分析

Status quo and difficulties of pharmaceutical advertisement supervision: Based on monitoring results of illegal pharmaceutical advertisements

目的:为完善我国药品广告监管体制、规范药品广告市场提出建议。方法:文献研究、数据分析与访谈法相结合,对我国药品广告监管现状、问题与难点以及药品广告的发展趋势进行分析。结果:药监部门与工商部门缺乏协调、各级药监部门监管存在衔接障碍,药品广告违法数量呈现增长趋势,现阶段药品广告主、广告经营者和广告发布者三个主体环节存在监管难点,亟待突破。结论与建议:我国应从强化信息监管、建立监管部门之间的协调机制、加强行业自律与及时更新法律规范等方面出发,不断完善药品广告监管体制。

Objective： To provide some suggestions for improving the pharmaceutical advertisement supervision system and standardizing the pharmaceutical advertisement market. Methods： Literature reviews, statistical analysis and interviews were adopted to study the status quo and difficulties of pharmaceutical advertisement supervision and pharmaceutical advertisement trends. Results： The top-level design of pharmaceutical advertisements supervision sys- tem has two defects： the separation between approval and penalty and the obstacles to cooperation at all levels of the drug administration. The worsening status quo of illegal drug advertising has elicited concern from scholars and regu- lators. However, there are still some difficulties in the supervision of drag advertisers, advertising agents, and pub- lishers. Conclusion： It is suggested that the drug advertising regulation system should be perfected by strengthening information supervision, establishing a coordination mechanism and consolidating self-discipline consciousness. Addi- tionally, laws and regulations should be promptly revised as an essential way to improve the effects of supervision.