网售背景下药品虚假宣传民事规制路径研究

Research on the Givil Regulation Path of Drug False Publicity under the Background of Online Sales

目的:从民事私权保护的角度规制药品虚假宣传,为网售背景下规范药品宣传行为提供更广阔的规制视角。方法:基于虚假宣传的法律概念以及典型案件的梳理,对药品虚假宣传认定标准进行阐述,并分析药品虚假宣传民事规制存在的问题,最后提出对策与建议。结果与结论:在新形势下应该重视建立药品误导式虚假宣传的规制,司法机关在虚假宣传认定时要以是否“引人误解”为核心认定标准,避免出现将药品的质量是否合格作为认定虚假的唯一标准。要以低于一般理性人的水平去衡量药品消费者的认知,适度的无知与轻信也不妨碍虚假宣传的成立。应当确立独立的消费者虚假宣传诉讼案由,涉及适应证等重要属性的宣传,如果与说明书不符可直接判定为虚假。从减轻消费者举证责任与提高消费者维权收益的角度提升消费者针对药品虚假宣传的维权积极性,保障其合法权益。

Objective:To regulate drug false propaganda from the perspective of civil privte rights,and provide a broader regulatory perspective for regulating drug publicity under the background of online sales.Methods:Based on the legal concept of false publicity and typical cases,the identification standard of drugs false publicity was elaborated.The problems existing in civil regulation of drugs false publicity were analyzed,and finally the countermeasures and suggestions were put forward.Results and Conclusion:Under the new situation,we should pay attention to the regulation of misleading false publicity of drugs.Legal authorities should take whether the false publicity is"misleading"as the core standard,so as to avoid taking thedrugs quality as the only standard foridentifying false.To measure the cognition of drugs consumers at a level lower than that of the average rational people,a moderate amont of ignorance and credulity does not hinder the validity of a claim that is false.Independent consumer false claims should be established.The publicity of important attributes of drugs involving indications,if not consistent with the instructions,can be directly judged as false.From the perspective of reducing the burden of proof of consumers and improving the benefits of consumer rights protection,the enthusiasm of consumers to protect their legitimate rights and interests should be promoted.