“三品一械”广告审批制度改革的思考  

Considerations on the reform of regulating“three products and one device”advertisements

作　　者：谢榕 张艳 丁鑫 XIE Rong;ZHANG Yan;DING Xin(Administrative Service Center of Shanghai Administration for Market Regulation,Shanghai 200031,China)

机构地区：[1]上海市市场监督管理局行政服务中心,上海200031

出　　处：《上海医药》2024年第23期78-81,共4页Shanghai Medical & Pharmaceutical Journal

摘　　要：近年来广告的内容、形式和发布场景更加多元化,“三品一械”广告审查申请量不断攀升。本文基于对“三品一械”广告主、广告发布平台、广告监管部门等不同角色的走访调研,以及对“三品一械”广告审查、监管执法、制度设置等的现状分析,建议通过制修订规范性文件或者合规性指引,弥补现行广告审查规制法律体系的缺陷,完善法治;适当探索“三品一械”广告分类分级规制审查制度,在落实“四个最严”要求的同时,能够严宽并济,减轻企业负担,优化营商环境,推动实现高质量发展。In recent years,the contents,forms and publishing scenarios of advertisements have become more diversified,and the number of applications for reviewing advertisements of“three products and one device”has been rising.Based on the investigation of different roles such as advertisers,advertisement publishing platforms,advertisement supervisory departments and other players,as well as the analysis of the current situation of advertisement review,supervision and law enforcement,and system setting of“three products and one device”,this article suggests to make up for the shortcomings of the current legal system of advertisement review and regulation by the formulation and revision of the regulatory documents or compliance guidelines and to improve the rule of law.While appropriately exploring the“three products and one device”advertisement categorization and hierarchical regulation and review system and implementing the requirements of the“four most stringent”,a combination of strictness and leniency should be implemented,so as to reduce the burden on enterprises and optimize the business environment and promote the realization of high-quality development.

关 键 词：广告 药品 医疗器械 规制 审批 监管 

分 类 号：F713.82[经济管理—广告]