以互联网为媒介的药品广告探究

目的为完善我国互联网药品广告的健康发展提供建议。方法结合互联网与药品的特性，从互联网特点、监管体制、企业主体三方面对当前违法网络药品广告的原因进行深入探析。结果与结论互联网药品广告市场发展前景广阔，但当前仍存在违法现象且日益增加，监管体制存在疏漏，企业自律性不高。建议加强监督技术创新，完善法律法规，提高企业自律性，建立网络信用体系，营造良好的市场氛围，以规范和完善的管理促进网络药品广告大市场的发展。

Supervision of Medicine Advertisements on Networks

Objective To provide recommendations for the improvement of the healthy development of China＇s network drug advertising.Methods Based on the characteristics of the internet and drug,we made an investigation to analyze the status of network advertising of medicines in China.In the view of the internet itself,regulatory regime,and corporation,we further analyzed the main causes of illegal network drug advertising.Results and Conclusion Network drug advertising has a good prospect for broad development,but currently there are several problems,including the increasing cases of violation,omissions in regulatory regime and lack of self-regulation in some corporations.It is necessary for us to improve the regulatory of network drug advertising and to innovate legal regulations.Corporations should also improve self-discipline and establish a network credit system,so as to create a favorable market environment.