对中药材在直播背景下网络销售规制路径的思考

Reflection on the regulatory path for online sales of Chinese medicinal materials in the context of live streaming

目的从新型网络销售特点及中药材自身特性的角度,为中药材网络销售监管提供可行的规制路径。方法通过对电商平台中药材销售形式的调研以及中药材网络纠纷案件的检索,分析中药材在新型网络销售模式下监管的难点及存在的问题,并提出相应的对策。结果与结论厘清中药材与中药饮片、食用农产品、食品的概念边界是规范中药材网售的重要因素。以中药材是否流入药用渠道判断是否属于药品管理的监管准则,并未考虑中药材网络销售渠道的多样性、中药材自身安全性以及变相销售中药饮片的问题。应该树立中药材分级管理理念,严格限制直播中对中药材的功能主治类宣传及销售中药饮片的行为,完善中药材虚假宣传的界定路径,落实直播营销主体及平台的责任与义务,维护消费者合法权益。

OBJECTIVE To provide feasible regulatory paths for the online sales supervision of Chinese medicinal materials from the perspective of the characteristics of new online sales and the characteristics of Chinese medicinal materials.METHODS Through the investigation of the sales form of Chinese medicinal materials on the e-commerce platform and the search of Chinese medicinal materials online dispute cases,the difficulties and existing problems in the supervision of Chinese medicinal materials under the new online sales model were analyzed,and corresponding countermeasures were proposed.RESULTS&CONCLUSIONS Clarifying the conceptual boundary between Chinese medicinal materials and their decoction pieces,agricultural products and food is the key to standardizing the online sale of Chinese medicinal materials.The regulatory criteria,which determine whether Chinese medicinal materials belong to drug management based on whether they had been included in medicinal channels,didn’tconsider the diversity of online sales channels for Chinese medicinal materials,their safety and the disguised sales of Chinese herbal decoction pieces.It is necessary to establish the concept of hierarchical management of Chinese medicinal materials,strictly restrict the behavior of claiming the efficacy of Chinese medicinal materials and selling Chinese herbal decoction pieces in live streaming,improve the defining path of false propaganda of Chinese medicinal materials,implement the responsibilities and obligations of live streaming marketing subjects and platforms,and safeguard the legitimate rights of consumers.