深圳市2010-2013年医药广告现状分析  

Status analysis on medical advertisements during 2010-2013 in Shenzhen

作　　者：刘堃[1,2] 彭丽爱[1] 孙振球[1] 史静琤[1] 李贤冠 

机构地区：[1]中南大学公共卫生学院,长沙410078 [2]深圳市卫生监督局,广东深圳518020

出　　处：《中国临床药理学杂志》2015年第5期388-391,共4页The Chinese Journal of Clinical Pharmacology

摘　　要：目的通过对深圳市医药广告发布情况进行监测并统计分析,了解其现状,分析违法医药广告的特征,为进一步完善医药广告监督管理提供参考。方法用率和构成比对2010年6月至2013年5月的监测数据进行描述性分析;不同率之间差异的比较用χ2检验。结果医疗广告监测系统3年共监测到医药广告253080次,违法64371次,违法率为25.44%。发布医药广告的医疗机构有97家,媒体有42家(22家电视、14家广播和6家报纸)。年度每月平均发布医药广告违法率整体呈递减趋势。不同医疗机构所在地区、性质和媒介类型的医药广告违法率之间的差异均有统计学意义。结论医疗广告监测系统对广告的监管起到了很好的辅助作用,但仍需加强对广播、平面的医药广告的监管。对网络的监管应是以后的发展方向。Objective To understand status and analyze the characteris- tics of illegal medical ads, through a study of Shenzhen medical advertis- ing provide references for further improving supervision and administra- tion of medical advertisements. Methods Rate and proportion were used to descriptive analysis the monitoring data in June 2010 to May 2013. Chi- square test is used to compare differences between different rates. Results Medical advertising monitoring system for three years has monitored medical ads for 253080 times. Among them, illegal adver- tisements up to 64371 times, the ratio are 25.44%. Ninety seven medical institutions and forty two media outlets issued medical advertisements. Annual monthly average publication rate of illegal medical ads as a whole showed a decreasing trend. There were statistically significant differences in illegal rates of the different medical institutions areas, natures and media types. Conclusion Medical advertising monitoring system plays a good supporting role in supervising medical advertisements. But we still need to strengthen the supervision of broadcast, print medical advertis- ing. Regulation of the Internet should be the future direction.

关 键 词：医药广告 卫生监督 现状 

分 类 号：R193[医药卫生—卫生事业管理]