A Study On The Improvement Of Medical Advertising Supervision Legislation Based On The Audience Cognition

In the context of the current rule of law in China,China's medical advertising regulatory legislation can not meet the practical needs,medical advertising chaos,illegal advertising widespread,serious threat to public health and property rights.The government pays more and more attention to the supervision of medical advertisements,but the long-term effect of medical advertising supervision and management is not obvious.Establishing a legal system for the supervision and administration of medical advertisements with sufficient power and responsibility is the inevitable requirement of the construction of the rule of law in China.Objective:This study is based on the audience's perception of medical advertising regulation,understanding the public awareness and demand for medical advertising regulation,analyzing the present situation of medical advertising market in China and the causes of the illegal phenomenon,studying on the problems existing in the legislation of medical advertisement supervision.Meanwhile,comprehensive carding and evaluation of current medical advertising management laws and regulations,in the light of the legislative defects and regulatory issues of medical advertisements,learn from some developed countries and regions in the legislative and regulatory experience,combined with the actual situation of China's medical market,put forward the corresponding legislative proposals and measures to improve the system.Methods:In this study,the combination of theoretical research and empirical research,according to China's medical advertising supervision legislation and the problems in the practice,the questionnaire was designed from four aspects:the role of medical advertisement,the way of publication,the content,the government's responsibility and the legal responsibility,and the sample of medical advertising audience in some areas of Nanjing was investigated.The questionnaire was quantified by Likert5 scale.On site survey data collected,firstly,descriptive statistical analysis,understand the cognition of the sample audience on the improvement of the supervision systrem of medical advertisement.And then use one-way analysis of variance,non parametric test,multiple comparison method for statistical inference,difference analysis on the cognitive evaluation of different demographic characteristics of the advertising audience on the regulation of medical advertising.To explore the common demands and diversity needs of different types of audience to improve the legislation of medical advertising supervision.Result:(1)The cognitive results of the audience on the total table:the overall evaluation of the audience on the medical advertising regulatory system is 4.01,it shows that the overall evaluation of the audience is higher,questionnaire design is reasonable,the high identity of the subjects was obtained,increasing emphasis on the construction of medical advertising regulatory system.Among them,the evaluation of the importance of the legal responsibility of medical advertising is the highest(4.40),the second is the evaluation of the government responsibility of medical advertising(4.39),the evaluation of the role of medical advertising and the way to release the lowest(3.17),the evaluation of medical advertising content is low(3.97).This shows that the audience pay more attention to the regulation of the legal liability and the responsibility of government in the process of the supervision of medical advertisements.(2)The cognitive results of the audience on the subscales:Medical advertisements fail to give full play to the function of information transmission.The audience wants to obtain comprehensive,real medical information.The role of the audience in the network of medical advertising and supervision.The audience believes that the government should strengthen the examination and supervision of medical advertisements.The audience thinks that we should perfect the legal liability system of medical advertisement(3)There are differences between different categories of audience in the evaluation of medical advertising.Among them,education level,age,medical education background,residence and occupation are the main factors that influence the audience's perception of medical advertising regulation.Conclusion:(1)There are the following 5 problems in the legislation of medical advertising supervision in china:The current law limits the role of medical advertising.The legal regulation of online medical advertising needs to be improved.The separation of medical advertisement examination and supervision.The limitation of medical advertisement tort remedy.Low cost of illegal medical advertising.(2)In view of the defects of the legislation and system of medical advertisement supervision in China,the following suggestions are put forward:Reasonable restrictions on the contents of medical advertisements.Establish a unified medical information publishing platform.Complete the special legislation of online medical advertisements as soon as possible.Optimization of medical advertising multi sectoral comprehensive supervision mechanism.Improve medical advertising tort relief system.Strengthen the legal liability of illegal subjects.