Thinking And Countermeasure Study On The Supervision Of Drug Advertising In China

Drug advertisement plays a vital role in expanding the popularity of pharmaceutical manufactures and increasing the drug sales, furthermore, it is also very important in guiding consumers to rationally use drug and prospering pharmaceutical market. However, in recent years, the amount of illegal drug advertisements is the most one among all industries, and the situation is very serious. The widespread and uncurbed illegal drug advertisements have seriously impacted the faculty of judgment of the publicity and also hidden danger to consumers’medication safeties, harmed the health of the public, exacerbated the vicious competition among enterprises as well as disturbed the normal order of pharmaceutical market, and hindered the sound performance of pharmaceutical and advertising industry. Illegal drug advertisements still exist after being forbidden for many times, which decreases the confidence level of the society, and even seriously damages the prestige and image of the government. Consequently, it is an urgent task for Chinese government to further strengthen drug advertisements’ supervision and efficiently manage these illegal drug advertisements.The thesis, starting from summarizing the current status of the advertising industry of drugs in China, makes key analysis about the current status of illegal drug advertisements and summarizes the forms of expression of these illegal drug advertisements, and the characteristics of these products and its sales. Additionally, it analyzes some difficult points in illegal drug advertisements’supervision such as false drug advertisements with celebrity as the spokesman, the advertising of non-medicine as medicine, illegal drug advertisements on the internet. The causes of illegal drug advertisements have been profoundly and systematically analyzed in six aspects such as benefits drives and incomplete regulatory system. By archival and comparative analysis methods, this thesis firstly summarized laws and regulations of drug advertisements’supervision, and regulatory system in China. Meantime, in order to draw lessons from the developed countries’advanced experience of drug advertisements’regulation in Europe and America, the drug advertisements’ management have been serenely studied in the four aspects, such as laws and regulations, regulatory models and so on. On account of the interests chain in the present process of drug advertisements’ regulation, the thesis, by means of the game theory, four game models have been separately established, which are advertisers and regulators game model, advertisers and industry self-regulatory organizations game model, advertisers and media game model and advertisers and consumers game model. Through the solutions of these game models, the existing causes of illegal drug advertisements have been analyzed. In addition, the regulatory countermeasures have been proposed. Combing the quantitative and qualitative analysis methods, the grey relational analysis has been applied to make association analysis and assessment of the influencing factors as well as the regulatory performance of drug advertisements’ regulation in twelve provinces in China, and then the proposals on improving the regulatory performance have also been put forward. Based on research results above, combining the actual situation of illegal drug advertisements regulation in China, the countermeasures have been proposed to strengthen China’s drug advertisements’ regulation in this thesis in five aspects, such as establishing high-efficiency and scientific drug advertisement regulatory system, increasing the supervision efforts, strengthening the regulation of drug manufacturing enterprises and drug-handling enterprises, constructing complete drug advertisement credit system, and strengthening the propaganda and training. This thesis provides references for the supervision department to efficiently manage the illegal drug advertisements.