广东省卫生厅长提出，“全面禁止医药广告势在必行”。报道提供的信息指称，国家工商总局认定医药广告违法率为18.98%，卫生部门监测结果为大多数医疗广告属违规发布。

Proposed director of health of guangdong province,"A total ban on pharmaceutical advertising is imperative".Reports the information provided by the allegations,State administration for industry and commerce recognized pharmaceutical advertising illegal rate was 18.98%,Department of health monitoring results for most medical ads released violations.

　　工商和卫生部门的违法违规数据差异很大，在于国家工商总局统计的违法率主要基于广告许可证等形式和程序上的管理，而卫生部门的监测重在分析医药广告的内容，例如对技术、疗法、药品的描述和疗效宣称是否属实。

And health department for industry and commerce of illegal data difference is very big,Is the state administration for industry and commerce of statistical illegal rate is based on advertising license form and procedural management, etc,And monitoring of the health services focused on the content analysis of pharmaceutical advertising,For example of technology/therapy/The description of the drug and efficacy claims is true.

　　大多数医药广告在程序或内容中属于违规发布，表明医药广告市场已不能用健康有序来定性。让一个混乱的市场回归秩序，一般而言，应该是整顿而不是取消。整顿还是取消，选择在于我们如何判断事情的性质。

Most of the medical advertisement in programs or content belong to the illegal release,Suggests that medical advertising market has not been able to qualitatively by healthy and orderly.Make a chaotic market order,In general,Is to sort out and not cancelled.Clean up or cancel,The choice is how we judge the nature of things.

　　并非任何需要都可以作为市场去发展，并非任何市场都应当同等视之。权力部门握着一枚印章，去搞盖章收费，这也有满足需求的作用，但这样的市场是不该存在的，权力应当去服务。毒品买卖可以满足需求，但没有哪个国家开设毒品市场，毒品只有地下交易。普通商品市场与教育、医疗、供水等市场有区别，后者具有一定的公共品性质，有的还列入福利计划。

Is not any need can go to the market development,Not any market should be the same.Power sector with a stamp,Charge to seal,It also have the effect that meet the requirements,But the market is not exist,Power should go to service.Drug sales can meet the demand,But there are no open drug market,The drug only underground trade.Ordinary commodity market and education/medical/Water supply markets such as there's a difference,Which has a certain nature of public goods,Sometimes included in the benefits program.

　　医药广告市场需要整顿还是禁止，判断基础不在于这个市场有多大的规模，而在于它应该不应该是一个市场。如果仅仅看规模，毒品交易可能也规模巨大、儿童色情也可能市场潜力不小，但这些市场不会被开放，它们不被认为具有作为市场的资格。市场是用于满足需求的，但总体而言，是用于满足不冲突于人类价值的那些需求。

Need to clean up or pharmaceutical advertising market,Judgment basis does not lie in how big is the market size,But that it should should not be a market.If only see the size,Drugs may be huge/Child pornography may also have big market potential,But the market is not open,They are not considered as a marketing qualification.The market is used to meet demand,But on the whole,Is not used to meet the conflict in the human value of those requirements.

　　应该存在的市场，需要开放和监管，混乱可视为监管的能力或监管的力度有问题。不应该存在的市场，天然地就是一种混乱，应予取消，秩序化既是多费其事，本身也是一种荒谬。还记得二十年前刚刚谈论市场经济时，一些机关办任何事情，盖章就要收费，现在一些机关复印一些按规定就应提供的文件也收费昂贵，就是例子。

There should be a market,Need to open and regulation,Chaos can be seen as their ability or regulatory enforcement.There should be no market,Naturally is a kind of chaos,Should be cancelled,Bringing order is more,Itself is a kind of absurdity.Remember just about 20 years ago when the market economy,Some of the authorities to do anything,Stamp will be charge,Now some authority copy some documents should be provided by the regulation is also expensive,Is the case.

　　在法国，法律禁止医院做广告，药品广告也必须经过法国广告审查委员会、国家卫生制品安全局的双重审核，处方药不允许广告面向公众，非处方药才允许投放公众媒体。在德国，《医疗广告法》规定医院只能做“形象广告”，广告不能介绍未经临床验证的诊疗方法，不能出现“特色”、“领先”等词语。在日本，处方药严禁做广告，严禁医药人员推荐药品，不得宣称药品“最有效”、“最安全”，不得以医师、药剂师、美容师等形式做推荐。在英国，“广告行为委员会”禁止夸大药品疗效或宣称没有副作用，“独立电视委员会”严禁社会名人褒奖某种产品。即使医药广告很多的美国，也强调必须说明药物风险，广告不实容易被起诉，索赔数额巨大，而且可能面临刑事责任。上述管理做法，显示各国对医药广告是否可视为允许存在的市场并无一致认识，但无论大陆法系国家还是英美法系国家，共性在于对医药广告的管理态度倾向于严格。

In France,Advertising law prohibits hospitals,Drug ads also must pass through the French examination committee/Double review of national health products safety,Prescription drugs are not allowed to advertising to the public,Over-the-counter drugs are allowed on the public media.In Germany,[Medical advertisement law]Provisions of the hospital can do"Image advertising",Advertising cannot be introduced without verification of clinical diagnosis and treatment methods,Can't appear"features"/"leading"Words such as.In Japan,Prescription drugs are strictly prohibited to do advertising,Medical personnel recommended drugs are strictly prohibited,Shall be claimed"The most effective"/"The most secure",Shall not doctor/The pharmacist/Beautician do form of recommendation.In the UK,"Advertising board"Exaggerate prohibited drug efficacy or claims to have no side effects,"The independent television commission"Prohibit public figures praise some sort of product.Even if the medicine advertising a lot of the United States,Also stressed the need to explain drug risks,False advertising to be prosecuted,Claim huge sums,And may face criminal liability.The above management practices,Shown on medical advertising can be regarded as allowed to exist, there is no consistent understanding of the market,But countries both continental law system countries and Anglo-American law system,Commonality lies in the management of medical advertisement attitudes tend to be strict.

　　在中国，医药广告则几乎无所顾忌。广告规模是铺天盖地的，广告语言是夸大其辞的，广告主体上不分处方药与非处方药、广告形式上从名人推荐、学术会议褒奖到消费者感泣莫名无不有之。有的医药广告甚至以包装成播报新闻的样式，故意让人以为是新闻报道，隐性的医药广告则已经进入了新闻版面和节目，成了新闻的一部分。

In China,,Pharmaceutical advertising is almost free.Advertisement is omnipresent,Advertising language is exaggerated,Advertising on the subject both prescription and non-prescription drugs/Recommended advertising form from celebrities/Academic meeting feeling cry somehow all of praise to the consumers.Some pharmaceutical advertising even to packaged into the style of the news,Deliberately let people think that news reports,Recessive pharmaceutical advertising has already entered the news pages and programs,Become a part of the news.

　　举目可见的医药广告，不只是误导患者，以公民的身体健康和生命安全为赌注，扰乱医疗救治，而且降低医药行业的评价，诱发不良医患关系，影响社会安定。医药广告还造成视觉听觉污染，电视台、报纸版面、城乡街头到处是疾病与治疗的文图，如同牛皮癣、“老军医”改头换面覆盖了公共信息空间，有的电台一到夜间就进入了连续数小时的医药时间，南腔北调的声音装作患者感谢医院、医生和药厂代表的“优惠活动”。而这些最终都成为患者治疗费用的一部分，甚至成为患者购买不当治疗的费用。

Lifted up his eyes visible pharmaceutical advertising,Is not just misleading patients,With citizen's health and life safety as stakes,Disrupt the medical treatment,And reduce the evaluation of the pharmaceutical industry,Induce bad doctor-patient relationship,Affect social stability.Pharmaceutical advertising visual auditory also cause pollution,television/The layout/Street is full of disease and treatment of urban and rural areas of figure,As psoriasis/"The old doctor"New covers a common information space,Some radio at night hours into the medicine time,Talked different dialects sound pretend thank hospital patients/On behalf of the doctors and drug companies"Favourable activity".And these eventually become part of the cost of treatment in patients with,Even become buy improper treatment costs.

　　医药广告市场是否允许存在，确已到选择时刻。如果不容存在，是短期措施还是长期战略，也值得探讨。全面禁止医药广告，取缔一切形式的医疗、药品广告，作为一个紧迫的呼吁，或可理解；长期而言，未必可作政策选择。但无论如何，现在医药广告的混乱需要有超常的胜负手去规范，可以有一次急刹车，是毫无疑问的。刘洪波(作者为国内著名杂文家)

Pharmaceutical advertising is allowed to exist,Had to choose.If not there is,Is a short-term measures and long-term strategy,Is worth to discuss.A total ban on medical advertising,To ban all forms of medical treatment/Drug advertising,As an urgent call,Or to understand;In the long run,Not necessarily can make policy choices.But no matter how,Pharmaceutical advertising confusion now needs to have exceptional triple substitutions to specification,You can have a screeching halt,Is no doubt about it.Liu hongbo(The author for domestic famous ZaWenGu)