网络医疗广告法律规制的困境及其破解路径

The Dilemma of Legal Regulation of Online Medical Advertisement and Its Solution

网络医疗广告专业性强,与患者生命健康休戚相关,在现代网络技术加持的背景下,其违法率远高于其他类别的广告,属于网络广告违法的重灾区。目前我国的网络医疗广告立法面临碎片化、信息披露规则不周延、医疗机构门户网站和主页医疗广告准则严重缺位、对新型网络医疗广告违法行为处罚太轻、违法证据固定难等诸多困境,由此导致网络医疗广告较为泛滥,患者权益受损严重。因此,亟须将医疗、药品和医疗器械广告集中立法,禁止在医疗保健网站上使用“框架”技术,制定全面和完整的网络医疗广告信息披露制度,组建统一的网络交易监管系统和第三方监管机构作为电子证据的出证机构,同时,加大违法医疗广告的行政处罚力度。

Online medical advertising is highly professional and closely related to the life and health of patients.Under the background of modern network technology,its illegal rate is much higher than other types of advertising,and it belongs to the worst disaster area of online advertising violations.At present,China's online medical advertising legislation is faced with fragmentation,incomplete information disclosure rules,serious absence of medical advertising standards on portal websites and home pages of medical institutions,too light punishment for new online medical advertising violations,and difficult to fixed illegal evidence,resulting in online medical advertising is more widespread,and patients'rights and interests are seriously damaged.Therefore,there is an urgent need to centralize legislation on medical,drug and medical device advertising,prohibit the use of"framework"technology on healthcare websites,develop a comprehensive and complete information disclosure system for online medical advertising,establish a unified third-party regulatory body for online transactions as an electronic evidence certification body,and increase administrative penalties for illegal medical advertising.