药监局拟禁止非处方药在大众媒体发布广告 The administration's proposed ban otc drug in mass media advertisement

遭药企反对 Was medicine enterprises against

　　据中国之声《央广新闻》报道，日前，多家媒体报道，国家食品药品监督管理局正在酝酿修改《药品广告审查办法》，修订方向是禁止非处方药在电视、报纸、杂志等大众媒体上发布广告，但是这样的做法却引发了不少制药企业的反对。

According to the sound of China[Wide central news]reports,a,Many media reports,State food and drug administration are considering modification[Drug advertisement examination way],Revision direction is banned otc drug on TV/The newspaper/Magazines and other mass media advertisement,But this approach has caused many pharmaceutical enterprise opposition.

　　根据相关媒体的报道，现在主管药品广告审查的国家药监局正在酝酿修订《药品广告审查办法》，修订的主要方向是禁止非处方药在电视、报纸和杂志等一些大众媒体上做广告，只能在一些指定的专业媒体上发布广告。

According to the related media reports,Now the competent drug advertisement examination country's drug watchdog are brewing revision[Drug advertisement examination way],The main direction of revision is prohibited in the TV non-prescription drugs/Newspapers and magazines and other mass media advertising,Only in some designated professional media advertisement.

　　由于原有的药品管理法和《药品广告审查办法》中，非处方药和保健食品在经过药监部门的审批后，可以在大众媒体上进行广告宣传，所以，我们平时打开电视时也会发现，这种非处方药在电视广告中已经占到了相当重量的份额，很多普通老百姓也是通过广告来了解药品的疗效。

Because the original drug administration law and[Drug advertisement examination way]in,Otc drug and health food after also department approval,Can in the mass media advertising propaganda,so,We usually open the TV will also found,This kind of otc drug in television commercials has accounted for quite a weight of share,Many ordinary people through advertising is to understand the effect of drugs.

　　但根据国家药监局官方网站上最新公布的数据显示，在2012年，第一期违法药品广告有3万多次，第二期违法广告达到5万多次。据国家药监局稽查分局刑勇副局长介绍，58.2%的非处方广告是严重违法的，正因为违法的药品广告太多，国家药监局才决定进行整顿治理。近期国家药监局新闻处也书面回复了相关记者的采访，表示严格药品广告监管，规范药品广告发布是为了制止违法药品广告损害广大消费者的利益，国家药监局的修订工作会充分考虑到国际惯例和中国的国情，立足维护广大消费者利益和促进医药经济健康发展的角度，并且会广泛听取社会各方面的意见。

But according to the state, the administration's official website announced the latest data show,In 2012,The first phase of the illegal drug advertisements have more than 30000 times,The second phase of the illegal advertisement reached more than 50000 times.According to the state's drug watchdog audit branch punishment yong deputy director is introduced,58.2% of the over-the-counter advertising is serious illegal,Because of the illegal drug advertisements too much,National administration decided to rectify the management.The recent national administration office of information and the relevant written reply reporter's interview,The United States in the eight President,,Standard drug ads issue is to stop the illegal drug advertisements damage the interests of consumers,The administration's national revision work full consideration to the international practices and China's national conditions,Based on the maintenance of the vast number of consumers interests and promote the healthy development of the pharmaceutical economic Angle,And will be widely listen to opinions from all sectors of society.

　　但这样的做法引起了很多药厂的反对，甚至中国非处方药协会还应企业的诉求牵头发起了座谈会。一些著名制药企业如西安杨森、中美史克、仁和制药等近30家企业参加了座谈会，仁和药业的企业代表更是在呼喊，说做违法广告的人不是我们，但为什么受处罚捱打的却是我们。他们认为，这种非处方药品还是需要品牌建设的，药品广告不仅仅是一种广告，很多时候还起到了对消费者进行用药指导的作用。

But this approach has caused a lot of pharmaceutical factory opposition,Even China otc drug association should also be enterprise's appeal lead launched symposium.Some famous pharmaceutical enterprise such as xian - janssen/The square between China and the United States/Kernel and pharmaceutical etc nearly 30 enterprises attended the symposium,Kernel and pharmaceutical enterprise representative is in shout,Say do illegal advertisements are not we,But why punished didn't dozen is us.They think,The over-the-counter medicines or the need for a brand construction,Drug advertisement is not only a kind of advertising,A lot of times has also played the consumer the effect of medication guide.

　　针对目前这一情况，国家药监局新闻办相关工作人员表示，现在修订工作还处在征求意见的阶段，修订工作也将充分考虑国际惯例和中国国情，广泛听取社会各方的意见。

In view of the present the situation,The administration's national office related staff said,The revision work now is still at the stage of soliciting opinions,Revision work will also give full consideration to the international practices and China's national conditions,Widely listen to the opinions of all parties in society.

相关背景 Relevant background

　　国家三令五申，但是违法的药品广告却越来越多，严重侵害了消费者利益。据统计，由于虚假医药广告误导等方面的原因，我国每年大约有250万人吃错药。违法药品广告俨然已成为社会的一大“公害”。

National repeated orders,But illegal drug advertisements but more and more,Serious infringement of the interests of consumers.According to the statistics,Due to the false medicine ads to mislead and other reasons,Our country each year about 2.5 million people eat the wrong medicine.The illegal drug advertisements peremptory has become one of the society"nuisance".

　　现在，打开电视、翻开报纸、收听广播，一些专治乙肝、癌症、心脏病的“特效药”广告充斥了我们的耳目，“没有任何副作用”、“根治”、“疗效最佳”、“药到病除”等不科学表述药品功能的断言，以及“治愈率百分之多少”、“有效率百分之多少”、“获得什么最高、最新奖项”等绝对化表现药品疗效的语言，使无数患者趋之若鹜。总结下来，这些广告的违法原因无外乎主要是夸大疗效、擅自篡改审批内容、未经审批虚假宣传、以患者的名义或公众人物形象为产品疗效进行肯定等。

now,Turn on the TV/newspaper/To listen to the radio,Some specializes in hepatitis b/cancer/Heart disease"specific"The advertisement packed with our refreshing,"Without any side effects"/"Effect a radical cure"/"Curative effect best"/"Medicine arrived a disease"Can't wait scientific expression pharmaceutical function of the assertion,and"What percentage rate"/"Efficient percentage"/"Get what the highest/The latest awards"The efficacy of drugs, such as performance in language,Make numerous patients scramble for.Summary down,These ads illegal copying reason mainly is exaggerated curative effect/Do STH without authorization tamper with the content of examination and approval/Without examination and approval false conduct propaganda/In the name of the patients or public figures for product curative effect affirmation, etc.

　　前年，广州某家企业生产的“活络止痛丸”在大连被暂停销售，某药酒企业也是违法广告“黑名单”上的“钉子户”，但奇怪的是，这些产品在被曝光查处之后，并没有停止广告违法活动，而是依然我行我素。一个业内人士一语道破天机，他说，全国90%以上的药品生产企业、药品销售采取的是招商代理模式，广告的发布一般是由药品的全国总代理或省级代理商来操作，而代理商做广告就是为了吸引消费者的眼球，以获得最大的利益，有的药品之所以在许多省市上了违法广告的黑名单，是因为由不同的代理商在操作，违法广告如果闹得不大，大多数企业通常也不会管。(记者李欣)

The year before last,Guangzhou an enterprise production"Adjustable pain pill"In dalian suspended sales,A medicated wine enterprise also is illegal advertisement"blacklist"on"tartar",But it is strange that,These products were investigated in after exposure,Did not stop advertising illegal activities,But still I did it my way.A the personage inside course of study to hit the cat out of the bag,He said,The national more than 90% of the pharmaceutical production enterprise/Drug sales to investment promotion proxy pattern,Advertising is usually issued by the national general agent or provincial drug agents to operate,And advertising agents is in order to attract consumers' eye,To obtain the biggest profit,Some drugs are in many provinces and cities on the blacklist of illegal advertisement,Because of the different agents in the operation,Illegal advertisement if too much is not big,Most of the enterprise is generally not tube.(Reporter li xin)