【作者】 熊帆；

【导师】 李旭东；

【作者基本信息】 西南大学 ， 民商法学， 2012， 硕士

【摘要】 药品广告现已成为传播药品相关信息的一种经济、迅速、有效的宣传方式,对医生和病人的用药选择具有重要的导向作用,通过药品广告获取药品相关信息可以适当弥补消费者在药品交易中的劣势地位。近年来随着广告市场的快速发展,药品广告领域也面临着许多问题,违法药品广告表现形式的多样化增加了药品广告监管工作的难度：一方面药品广告的影响范围越来越大,违法虚假药品广告一经发布,受其不良影响的药品消费者不计其数,社会危害性极大；而另一方面违法虚假药品广告大多非常隐蔽,违法药品广告责任人却可以通过隐匿信息等手段来躲避监管,使监管查处活动难以开展。本文共四分部分,第一部分介绍了药品广告的相关概念,分析了药品特有属性和药品广告的特殊性,从伦理和法律诉求方面探讨了药品广告监管的正当性,并进一步从保护消费者权益、维持药品市场和广告市场健康运行、维护政府公信力等方面论述了药品广告监管的必要性。第二部分介绍了药品广告监管的现行规定和我国违法药品广告的主要类型,从药品广告的监管模式、审查体制、立法缺陷及执法困境等方面分析了我国药品广告监管工作中的不足。监管模式上主要是从药品广告的行政审监体制和社会补充监管力量两个方面阐述了监管模式体制的不足和力量的薄弱；审查体制上主要介绍了行政性审查和自我义务性审查上的不足,立法缺陷中主要是对药品广告责任人的法律责任进行探讨,探讨了药品广告责任人行政法律责任、民事和刑事法律责任方面的立法缺陷；执法困境主要是从监管难度大、执法活动中的违法行为、违法药品广告公告制度等方面分析了当前药品广告执法中遇到的困题。第三部分通过对国外药品广告监管状况的概述,分析了国外药品广告监管实践经验对我国的启示,为完善我国药品广告监管体系提供了经验借鉴。第四部分由我国具体的药品广告监管实际情况出发,从完善监管体制建构、完善相关法律法规、提高监管执法水平、完善违法药品广告处理及救济机制等方面,探索了完善我国药品广告监管工作的对策。在药品广告监管体制建构方面,主要探讨了从整合行政监管力量、加强公众的社会监督力量、加强企业诚信自律机制建设、充分发挥行业协会组织的监管力量等角度探讨了完善体制建构；在完善相关法律法规方面,主要从明晰药品广告中相关主体承担的法律责任和完善药品广告中违法行为的法律责任承担方式两个方面进行了探索；在提高监管执法水平问题上,主要从提高药品广告审查的有效性和加强药品广告监管执法队伍建设等方面进行了阐述；在完善违法药品广告处理及救济机制方面,针对提高违法药品广告公告的有效性和加大对违法药品广告受害者的权利救济两个问题进行了探讨。更多还原

【Abstract】 Drug advertisement has become an economic, rapid, effective propaganda way of spread the drug information, it plays an important guiding role of the doctors and patients’drug selection, and they can compensate for the disadvantage of consumer information in the drug trade. However, with the diversified development of the advertising, pharmaceutical advertising market in recent years also faces a variety of problems, illegal drug advertising expression form increases drug advertising supervision work of difficulty. On the one hand, drug advertising sphere of influence is bigger and bigger, the illegal drug ads release false as due to the bad influence of the consumer drug countless, social harmfulness greatly; and on the other hand illegal false drug ads are mostly very subtle, illegal pharmaceutical advertising and responsible person can conceal information and other means to evade regulation, it is difficult to carry out the supervision of the investigation and handling activities.This article is divided four parts:The first part introduces the related concepts of drug advertisement, analyzes drug-specific attributes and particularity of drug advertising, legal appeals from discussing the legitimacy of drug advertising supervision, and further from the protection of consumer interests and maintaining the pharmaceutical market and advertising market and healthy operation, maintenance the government credibility, etc. This paper discusses the necessity of supervising the drug advertising. The second part describes the existing provisions of the regulation of drug ads and the main types of illegal drug advertisements, Analysis of China’s management of drug advertisement the inadequacy from the regulatory model of drug ads, legislative deficiencies. Supervision model is mainly from drug advertising on the administrative prison system and the social added strength supervision and introduces two regulatory model of the shortcomings of the system and the strength of weak; Review system mainly introduces the administrative review and self obligations of the insufficiency of the review, in the legislative defects are mainly to the drug advertising the legal responsibility, this paper discusses the drug advertising partners administrative legal responsibility and civil and criminal legal liability legislation defect; Law enforcement dilemma is mainly from supervision is difficult, law enforcement activities of the illegal behavior, illegal drug advertising announcement system, analyzes the current drug advertising law enforcement problem encountered in the trapped. The third part through an overview of the status of the foreign drug advertising regulation, analyzes the drug advertising regulatory practice abroad experience their inspiration to China, provides the experience for reference for the Improvement of drug advertising regulatory system. Finally, the fourth part represent the situation of the specific drug advertising regulation, perfect regulation system construction and improve relevant laws and regulations, raise the level of regulation and law enforcement, improve the illegal drug advertisements treatment and relief mechanism to explore the countermeasures of the perfect drug advertising regulation in China. Constructed in drug advertising regulation system, is mainly from the integration of administrative regulatory power, to strengthen social supervision of the public forces, to strengthen corporate integrity and self-discipline mechanism construction, and give full play to the point of view of the regulatory power of the industry associations to improve the institutional construct; In perfect relevant laws and regulations, mainly from the clear drug advertising related subject’s legal responsibility and perfect the drug advertising of illegal activities of legal obligation way two efforts; In enhancing regulatory problems law enforcement level, mainly from improve drug advertisement examination of the effectiveness and strengthen drug advertising regulatory enforcement team construction aspects; to improve the illegal drug advertisements treatment and relief mechanism for the two issues to improve the validity of the notice of illegal drug advertisements and to increase the relief on the rights of the victims of illegal drug advertisements are discussed.更多还原