Research On Regulation Of Online Medical Advertising Pay Per Click

The online medical advertising pay per click is a hot issue in the current medical reform.With the advantage of the Internet,the online medical advertising pay per click has produced great impact on the propaganda mode.However,due to the new pattern of it,the lack of relevant legal norms,weak supervision and insufficient development of the medical industry,there has been a series of chaos in it.This thesis intends to analyze the online medical advertising pay per click,and illustrate the current situation and reasons behind it,and draw on American experience to provide the regulation path of online medical advertising pay per click at home,focusing on orderly,stable and healthy development of the medical industry with "medical health + Internet" trend in China's current medical reform.This thesis is divided into four parts: The first part is the theoretical explanation of the online medical advertising pay per click.By discussing the concept,nature and relative issues of pay per click and online medical advertising to clear that medical institutions differ from other commercial entities in the process of publishing medical advertising.The second part is the current situation and cause of it at home.Specifically,it contains the complication of online medical advertising and knowledge content,the mix of network medical advertising pay per click and the natural ranking,the confusion between the real falsehood of online medical advertising,the difference between medical advertising and commercial advertising marketization,and the network medical advertising publishing carrier changing.On the basis of summarizing the current situation and the reasons in order to find that mainly due to the lack of specific regulations related to advertising law and medical advertising law,weak supervision,conflicts in medical institutions publishing online medical advertising and social functions,and imperfect of self-discipline organization functions of medical industry.The third part is the investigation of America online medical advertising payper click.Through analysis,it is concluded that America online advertising pay per click focuses on supervision and self-discipline,fully affirming the importance of advertising self-discipline,supplemented by the necessity of government supervision.At the same time,it also raise some problems of it.The fourth part is the regulation path of China's online medical advertising pay per click.Based on the analysis of it,this thesis proposes the legal regulation to fully guarantee the development of the medical industry from the perspective of legal aspect,supervision,the third-party supervision,network service delivery platform and medical industry self-discipline.