美国医疗广告合法化的历史进程及其启示

Historical Process and Enlightenment of the Legalization of American Healthcare Advertising

回顾美国医疗广告合法化的历史进程,讨论科学医学早期拒绝医疗广告的伦理立场、竞争策略考量,以及联邦贸易委员会推动医疗广告合法化的动因,并将双方争讼置于行业、文化及社会语境之中予以讨论。分析医疗广告争论中的3个核心问题,即专业广告的司法之争、医疗广告对医患关系的影响及医疗广告的功利效能。分析表明,医疗广告的合法化进程,不仅受到医学专业化的发展与变迁,医疗市场及整体经济环境,司法与行政干预的综合影响,也与对身体和医疗的普遍社会文化认知息息相关。

This paper reviews the historical context of the legalization of healthcare advertising in the United States,discusses the ethics and competitive strategies of early rejection of healthcare advertising in the period of scientific medicine,the motivation of the federal trade commission in promoting the legalization of health-care advertising,and examines the disputes in the context of industry,culture and society.This paper focuses on 3 core issues in the debate concerned,namely,the judicial dispute of professional advertising,the impact of health-care advertising on the physician-patient relationship,and the utility of health-care advertising.The analysis shows that the legalization process of healthcare advertising is not only affected by the development and change of healthcare professionalization,medical market and the overall economic environment,judicial and administrative intervention,but also closely related to the general social and cultural perception of body and medical treatment.