Study On The Countermeasures Of Standard Administration Of Medicine Advertisement

Drug corporation competed with medicine advertisement to promote consumption and also used it to propagandize deceivingly. Many countries around the world have attached importance to supervise the advertisement to maintain the market order and protect consumers' benefits. But after "Medicine Advertisement Neatened Year " in 2005, illegal medicine advertisement are not still eliminated at all. The advertisement administration, the connotation and extension of medicine advertisement, law system of medicine advertisement administration and specific management of drug advertisement and medicine treatment was introduced in the paper. The problems and reasons of medicine advertisement were analysed and the methods of standardizing medicine advertisement from many aspects were discussed. Medicine advertisement as a information carrier, is an important route to make social public know medicine treatment service, drugs, medical devices, etc. It is also have oriented effect for social public. Due to interest driving, lag of legislation, not best supervision, in the course of advertisement development, many not standard and illegal phenomena were appeared. The data from State Administration for Industry and Commerce indicated that the transgression rate of medicine advertisement was the first and the multiplicity of transgression was appeared. Therefore, medicine advertisement should be scaned agaign and all-around standardized at the background of rapid economic development.The countermeasures of medicine advertisement administration were raised as follows:First, advertisement administration system should be reformed and administer department uniformly. Administration for Industry and Commerce should take charge the design, facture, agent and release ofadvertisement and follow up the scent and administrate systemically according to Drug Administration Law of the People's Republic of China and Advertisement Law of the People's Republic of China. Secondly, law system of medicine advertisement should be perfected. Legislation research of medicine advertisement administration should be strengthened to legislate systemicaily with unified legislation mode. In addition, strengthen the supervision of any part of advertisement and establish liability assured administration system.Thirdly, hospital quality evaluation system should be established. Evaluation guide with evaluation guide line such as service, price should be established in all kinds of hospitals and publicized through media and internet. Some illegal phenomena such as doctor lawlessly, diagnosis and treat nonstandardly should be also publicized to make social public know and select hospital. Thus illegal medicine advertisement and drug advertisement in reality under the name of medical advertisement can be eliminated at all.Fourthly, strengthen industry self-discipline and restrict fraudulent advertisement. Push honesty and credit construction in corporation and medical institution. Honesty and credit is the survival root of the corporation and medical institution. The corporation and medical institution win the consumer' confidence so long as insisting on honesty and credit.Fifthly, investigate the related responsibility and improve medicine advertisement confusion phenomena.