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1、摘 要我国经济近些年来的不断增长使国民越来越重视健康问题，并推动了我国医药行业的飞速发展。医药行业是关系国计民生的重要行业，而医药广告是广大消费者满足健康需求的重要信息来源，向消费者直接传递着医药广告方面的信息，是抢占医疗市场最有效的手段之一。因为巨大经济利益的推动，有很多的医药企业开始违背诚信，甚至抵触法律，应接不暇的虚假医药广告向人涌来。虚假医药广告问题已严重威胁了国民的身体健康和生命安全，加剧了企业间的恶性竞争，扰乱了正常的医药市场秩序，使社会信任度降低，甚至严重损害政府的威信和形象，给政府规制带来了很大的困难。2016年中央文件提出有关“健康中国”的新规定，国务院政府要求加快转变政府职
2、能，进一步推进健康相关领域简政放权、放管结合、优化服务、政府对医药广告的职能定位应是服务与监管并重。虽然国家对频繁发生的虚假医药广告采取了一系列措施，严厉打击发布虚假医药广告的行为，对其进行严厉整治，但是这种状况并没有得到有效的改善。因此，对医药广告进行有效规制，根本上解决虚假医药广告问题，在当前是十分紧急的任务。本文先是阐述了我国当前的虚假医药广告的现状，在此基础上进行了五方面的研究。首先是绪论部分，具体揭示了文章的研究背景、意义和国内外的理论成果；其次是医药广告的定义和理论基础；再次是阐述国内医药广告和政府规制的现状，并强调了对医药广告进行政府规制的必要性；第四部分列举了相关案例并引入我国
3、医药广告在政府规制方面存在的问题；第五部分根据问题提出加强我国政府对医药广告规制的举措，可以从完善相关法律体制、优化管理结构、加强监督水平、加大处罚力度和加强规制引导等几个方面入手；最后结论，对论文进行归纳总结。因为在资料方面还不全面，因此本文就在所得资料的基础上提出了相关建议，希望能够对政府规制产生有利作用。关键词：医药广告 政府规制 监管 法律ABSTRACTThe continuous growth of Chinas economy in recent years has made the people pay attention to the problem of peoples h
4、ealth.Above all, our pharmaceutical industry has been taken thought of by the related department.Medical advertisements are an important source of information for consumers to meet their health needs. Directly transmitting information on medical advertisements to consumers is one of the most effecti
5、ve means of seizing the medical market. Because of the huge economic benefits, many pharmaceutical companies have begun to violate the integrity, and even contravene the law, and the false medical advertisements that have been overwhelmed are coming to people. The problem of false medical advertisem
6、ents has seriously threatened the health and safety of the people, exacerbated the vicious competition among enterprises, disrupted the normal medical market order, reduced the social trust, and even seriously damaged the governments prestige and image, and regulated the government. Brought great di
7、fficulties. On October 25, 2016, the Central Committee of the Communist Party of China and the State Council issued the Outline for the Healthy China 2030 Plan, which called for accelerating the transformation of government functions, further promoting the decentralization of power in the health-rel
8、ated fields, integration of management, optimization of services, and government-to-medical advertising. Functional positioning should be both service and supervision. Although the state has taken a series of measures against frequent false medical advertisements and severely cracked down on the pub
9、lication of false medical advertisements, it has been severely rectified, but this situation has not been effectively improved. Therefore, effective regulation of medical advertisements and fundamentally solving the problem of false medical advertisements is a very urgent task at present.This articl
10、e first expounds the current status of fake medical advertisements in China, and has carried out five researches on this basis. The first part is the introduction part, which specifically reveals the research background, significance and theoretical achievements of the article; secondly, the definit
11、ion and theoretical basis of medical advertisements; once again, it explains the status quo of domestic medical advertisements and government regulation, and emphasizes the implementation of medical advertisements. The necessity of government regulation; the fourth part lists related cases and intro
12、duces the problems of government advertisements in government regulation; the fifth part proposes measures to strengthen the governments regulation of medical advertisements according to the problems, which can improve the relevant legal system and optimize The management structure, the level of sup
13、ervision, the strengthening of penalties and the strengthening of regulation and guidance have begun. The final conclusion is to summarize the papers. Because the information is not comprehensive, this paper puts forward relevant suggestions based on the obtained data, hoping to have a beneficial ef
14、fect on government regulation.KEY WORDS:medical;advertisement;government;regulation supervise ;law目 录绪论1一、研究背景1二、研究目的与意义2（一）研究目的2（二）研究意义2三、文献综述3（一）国内研究综述3（二）国外研究综述7四、研究思路与方法9五、创新与不足10（一）本文的创新点10（二）本文的不足10第一章 概念及理论基础11一、相关概念界定11（一）医药广告11（二）政府规制12二、医药广告政府监管的相关理论12（一）政府职能理论12（二）政府监管理论12（三）声誉机制理论13第二章 医
15、药广告政府规制的现状14一、医药广告的现状14（一）医药广告的形式多样性14（二）医药广告的发展趋势15（三）虚假医药广告的消极影响161、医疗行业方面的消极影响162、患者方面的消极影响 173、社会方面的消极影响16二、医药广告政府规制现状18（一）历史沿革18（二）法律法规及相关制度19（三）监管模式与手段20三、医药广告政府规制的必要性21（一）保护广大消费者的权益与健康21（二）维护市场秩序，促进医药行业发展21（三）维护社会稳定，促进经济可持续发展22第三章 医药广告政府规制的案例与问题分析23一、案例引入23（一）鸿茅药酒案例231、案例回顾 232、案例思考与评价 23（二）我不是药神电影案例241、电影回顾242、案例中政府规制方面思考与分析24二、医药广告政府规制方面存在的问题25（一）相关法律制度不完善，行业监管缺乏必要法制保障25（二）多重管理造成监管漏洞，监管责任不明晰27（三）监督检查过场化，存在一定滞后性28（四）处罚力度较弱，震慑力不足28（五）政府规制引导力度受到质疑29第四章 加强我国政府对医药广告规制的举措30一、完善相关法律体制，健全政府监管机制30（一）完善医药广告的法律体系，使执法人员有法可依30（二）从制度上保障医药广告监管31（三）完善政府部门与医疗机构声誉共建机制32（四）建立医
