The Causes Of Illegal Drug Advertisements, And Regulatory Research

Background:In recent years, the number of illegal drug advertisements is showing a downward trend. However, there are still more than 30,000 or more illegal drug advertisements each year, which is not optimistic. This phenomenon also shows that it is still a big problem in the drug advertising situation, which is needed further study and research.Many experts and scholars have analyzed the reasons of large number of illegal drug advertisements from the perspectives of current incomplete laws and the imperfect regulatory mechanism.Objective:To analyze the causes of illegal drug advertising, and mainly highlight the importance of publishing to catch the attention of the relevant government departments of pharmaceutical advertising. And this paper hopes to solve the problem of the proliferation of illegal drug advertising through effective regulation on the publishing media.Methods:The main method used in this study is literature review.Based on the extensive literature study and the consulting with officers from Drug Administration Department, this study deeply analyzes the causes of illegal publication of drug ads on two levels:the supervisory perspective of government and the public and the media's own point.Result:Supervision and administration level. First, according to the study of existing laws and media regulation, this study has found that none of the related laws has precisely defined illegal drug advertising media regulation and punishment and there exist unclear responsibilities in the current regulatory mechanisms. Second, the study has made an analysis of consumer complaints, and found that the proportion of consumer complaints about illegal advertising classes in all the categories of ads in of complaints is very small, and the majority of consumers have not yet formatted the consciousness of monitoring the media. However, there are no serious flaws in the existing laws and media regulation mechanism but some shortcomings, so the author thinks that the media isn't the leading cause of indiscriminate release of illegal drug advertising.The media level. Before 1990th, the media in china maintained its operation mainly from government financial funds, but after the marketing reform, the media has to survive on its own since the government no longer provided financial supports. This study has analyzed the main source of income and media business model of the media. The results indicate that the profit ways of media in china is single and the main profitability way is publishing advertisements. It has also done research of China's media advertising revenues in 2009 and 2010 from CTR information. The results show that the main revenue sauces of media is advertising profits. The media has greatly relied on advertising revenues, among which drug ads has accounted for a large proportion. Besides, the current situation of illegal drug advertisements shows that illegal drug advertising in all the major enterprise is unauthorized publishing drug advertisement without a drug advertisement approval number. The truth is that serious illegal drug advertisements for drugs are very easy for the media to identify, and it does not need the so-called professionals to review. Therefore, we can conclude that the media publish drug advertisements mainly for their own survival and development. Driven by profits and revenues, the media has published all the drug ads regardless of whether drug manufacturers have drug advertisement approval number and its own social responsibility and ethics bottom line.Conclusion:Through this analysis, the author thinks that it is right and necessary to analyze the reasons for repeated illegal drug advertisements from the media's perspective, because the media has responsibility in the publishing of illegal drug advertisements in order to pursue economic interests. So, targeted supervision and guidance of the media will certainly be an effective solution to illegal drug advertisements flooding if the government can...