浅谈我国虚假药品广告的监管对策  

Discussing the Countermeasures to Supervise the False Drug Advertising

作　　者：邹子健[1] 胡天佑[1] 马爱霞[1] 

机构地区：[1]中国药科大学国际医药商学院,江苏南京210009

出　　处：《中国卫生事业管理》2009年第12期823-825,共3页Chinese Health Service Management

摘　　要：药品广告作为医药企业整合营销的重要载体,其真实性和可靠性直接关系到消费者的合法权益。近年来,虚假药品广告等违法现象屡禁不止,严重干扰了药品市场的秩序,对人民群众的身体健康和用药安全构成了威胁。文章通过分析我国药品广告管理现状,从法律和体制层次探究了虚假药品广告产生的根源,并就政府对药品广告的监管提出了对策建议。As an important carrier of integrated marketing for pharmaceutical enterprises, drug advertising is directly correlated to the consumers＇legitimate right with its authenticity and reliability. In recent years, false advertising and other illegal behaviors, which disordered the pharmaceutical market and threatened the peoples health, had been reported frequently. The status of drug advertising management in China was analyzed, from which the origin of the false drug advertising was explored at the legal and institutional levels. Then countermeasures for the government to supervise false drug advertising were put forward.

关 键 词：药品广告 代理制 监管 对策 

分 类 号：F203[经济管理—国民经济] F713.82