The Problem Of Fragmentation And The Integrity Of The Governance Path Study Of The Regulation Of Drug Advertising In Guangdong Province

With the rapid development of our socialist economy, pharmaceutical advertising, as animportant means to pharmaceutical production(trading) enterprises, for self brand publicityand promoting product sales, and which becomes almost inseparable with the survival anddevelopment of pharmaceutical production (trading) enterprises. The scientific drugadvertising helps people to correctly and scientifically choose and take the medicine. Ourreview of drug advertising before and after the release of the regulatory system has beenestablished and continuously improved. But we should also see, there are still some false andillegal problems in pharmaceutical advertising, which seriously affected the reputation of thedrug advertising, hindered the healthy development of the drug advertising and disrupted thepharmaceutical market economic order, seriously violated the legitimate rights and interestsof consumers, influenced the patient’s medication safety.This paper used the theory of holistic governance tool for analyzing the drug advertisingregulation problems of Guangdong province in the fragmentation of the law, institutionalfragmentation, and duty fragmentation, and made use of the integrity management theory"integration","coordination" to the governance of drug advertising regulatory issues, helpingto enhance the resolving power of holistic governance, to promote the improvement ofChinese pharmaceutical advertising supervision, helping to purify the market environment ofmedicine advertisements, to standardize the order of pharmaceutical advertising market. Inthis paper, with the literature research, collecting literature on drug advertising regulation andholistic governance, and then collated, analyzed the results of previous studies over the yearson drug advertising regulation. Through the government web site collecting statistical data,the author studied in the previous regulation effect on drug advertising. Meanwhile, the studyused the interviewing method: by interviewing the ministries of the Industry and CommerceAdministration, the Food and Drug Administration, pharmaceutical companies, media, tounderstand their views and opinions on the phenomenon of illegal drug advertisements,in-depth understanding of which problems the drug advertisement publishers wouldencounter in the process of drug advertising, as well as the view on the current drugadvertising regulation system. In the perspective of holistic governance, this paper studied the drug advertising regulatory fragmentation problem in Guangdong province, by usingqualitative analysis of regulations on drug advertising over the years, the fragmentationproblems of the law, regulatory agencies, and regulatory responsibilities. And cause analysis:incomplete laws and regulations, unsound supervision system and outdated supervisiontechnology, insufficient supervision personnel, etc. Finally specific path of holisticgovernance proposed to comprehensive management: the integration of the laws andregulations, regulatory agencies, regulatory responsibilities, fragmented objects, increasingregulatory technical technologies, and introduction of the regulatory talents, and so on.