近年来，虚假违法医药广告在我国部分地区呈高发态势，令许多群众搭上钱财又耽误病情，有些人甚至因此丧命。面对虚假违法医药广告，监管部门深感无奈，媒体自律则基本处于“虚化”状态，虚假医药广告在不断坑害百姓的同时，也严重损害了媒体及政府公信力。

In recent years,虚假违法医药advertisingIn the我国部分地区呈高发态势,Many people take money and delay an illness,Some people even died.面对虚假违法医药advertising,Regulators are deeply helpless,Self-discipline is basic in the media"Along with"state,虚假医药advertisingIn the不断坑害百姓the同时,Also serious damage to the media and the government's credibility.

虚假医药广告“铺天盖地” 虚假医药advertising"blanket"

　　本刊记者从多地工商部门了解到，在我国部分地区，虚假违法医药广告在消费者投诉中一直居高不下，有抽样调查显示，在一些地方，医疗药品广告违法率高达70%以上。这些违法广告抓住患者治病心切的心理，宣称“治愈率98%”、“八代祖传秘方”、“癌症的克星”等，更有所谓医学院专家推荐、“患者”现身说法，对患者及家属极具诱惑力，而一些患者“信了广告上的药，差点搭上命”。

本刊记者从多地工商部门了解到,In the我国部分地区,虚假违法医药advertisingIn the消费者投诉In the一直居高不下,Have a sampling survey,In the一些地方,medical药品advertising违法率高达70%以上.这些违法advertising抓住In patients with治病心切the心理,Claims that"The cure rate of 98%"/"For eight generations of ancestral secret recipe"/"The bane of cancer", etc.,Experts recommend more so-called medical school/"In patients with"Advise others,Irresistible to patients and family members,And some of the patients"信了advertising上the药,Almost on a life".

　　哈尔滨市69岁的刘广斗受心脏病折磨多年，在某电视台娱乐频道看到声称57天百分百治愈心脏病的“参黄养阴胶囊”广告后，便停用了日常用药，照着电视上的联系方式定购了两盒，快吃完时，又在推销人员“保证能治好”的承诺下继续购买。吃到第6盒时全身开始肿胀，“脚肿得像发面馒头一样，胸闷气短还喘不上气。”今年1月11日，他被家人送进医院，扎了17天针才“捡回一条命”。

哈尔滨市69岁the刘广斗受心脏病折磨多年,In the某电视台娱乐频道看到声称57天百分百治愈心脏病the"Huang Yin capsule"advertising后,Disable the daily medicine,According to the ordered two boxes of TV's contact information,At the finish,又In the推销人员"Ensure that can be cured"Under the promise of keep on buying.Eat 6 box body began to swell,"Increase in foot swollen like steamed bread,Lung condition short breath."On January 11,,By his family to the hospital,Plunge into the needle just 17 days"Get a life".

　　刘广斗告诉记者，“这广告诱惑力太大，还有一个转业的军官在广告里说自己的病就是这个药治好的，儿女不让买，我还不听。没想到电视竟然会说谎，花几千块钱买药、住院不说，差点把命搭上。”

刘广斗告诉记者,"这advertising诱惑力太大,还有一个转业the军官In theadvertising里说自己the病就是这个药治好the,Children not to buy,I also don't listen to.TV would be lying,Spend a few thousand dollars to buy medicine/Was in the hospital not to say,Almost to get on our lives."

　　相比刘广斗，还有更不幸者。受到多家电视台播放的“降糖茶”广告的诱惑，陈秀玲68岁的母亲从积蓄中拿出2970元购买了药品，期待广告中所说的“对糖尿病有保健和改善效果”的出现。但今年3月11日，陈母服用第二袋“降糖茶”后出现心脏难受症状，不治身亡。所购买产品因没有食品批号、国药准字标记或保健品批号，维权遭遇多方推诿。

相比刘广斗,There are more unhappy people.Is more than television"JiangTangCha"advertisingthe诱惑,陈秀玲68岁the母亲从积蓄In the拿出2970元购买了药品,期待advertisingIn the所说the"Have health care and improving the effect of diabetes"The emergence of.But on March 11 this year,Chen mother taking a second bag"JiangTangCha"After the heart uncomfortable symptoms,died.Batch purchase products because they had no food/Mark or approved by the health product batch number,Activist suffered many shuffle.

　　事实上，虚假违法医药广告已成为我国媒体久治不愈的“顽疾”。无论是在经济发达的沿海城市，还是偏远的西部乡村，都能见到虚假违法医药广告的影子。多位全国人大代表几次在全国两会上反映过虚假违法医药广告的问题，但问题始终没有得到彻底解决。

In fact,,虚假违法医药advertising已成为我国媒体久治不愈the"ills".无论是In the经济发达the沿海城市,Or in remote western country,都能见到虚假违法医药advertisingthe影子.多位全国人大代表几次In the全国两会上反映过虚假违法医药advertisingthe问题,But the problem has not been solved thoroughly.

　　据哈尔滨市工商行政管理局消费者权益保护处处长王绪坤介绍，目前，我国电视、广播、报纸等大众传播媒介虚假违法广告“铺天盖地”，其中药品、医疗、保健食品(用品)、化妆品及美容服务虚假广告更为严重。虚假违法医药广告抓住患者病急乱投医的心理，采用多种骗术吸引消费者购买。

据哈尔滨市工商行政管理局消费者权益保护处处长王绪坤介绍,At present,TV in China/The radio/报纸, etc.大众传播媒介虚假违法advertising"blanket",Among them药品/medical/Health food(supplies)/化妆品及美容服务虚假advertising更为严重.虚假违法医药advertising抓住In patients with病急乱投医the心理,Use a variety of tricks to attract consumers to buy.

　　首先是夸大疗效、宣传虚构治愈率。这是虚假药品和保健品广告较为常见的手法，包括用“彻底治愈”、“见奇效”等不科学的断言或保证功效、夸大宣传，有的直接在广告中说明治愈率或有效率，明示或暗示包治百病、适合所有症状等内容。如广告“用脚吃药百病全消，得了病不吃药，晚上泡泡脚就好，每天泡一泡能拔出体内毒素，人也精神了”。患者多年受病痛折磨，往往容易相信此类极具诱惑力的广告，甚至不顾旁人的阻拦进行购买。

首先是夸大疗效/Fictional cure rate.这是虚假药品和保健品advertising较为常见the手法,Including using"Permanent cure"/"See the wonders"Such as unscientific assertion or guarantee/Exaggerated publicity,有the直接In theadvertisingIn the说明治愈率或有效率,Express or implied a cure-all/Suitable for all symptoms, etc.如advertising"With feet to take medicine all diseases away,The medicine to the sick is not,Feet in the evening,A dip can pull out the body toxins every day,People also spirit".Patients to suffering for many years,往往容易相信此类极具诱惑力theadvertising,Don't even stop to buy from others.

　　其次是用医学专家名义推荐药品。不少虚假医药广告为增加产品的可信度，用专家的名义为产品找出科学依据和证明，一些知名医学专家在不知情的情况下被人冒用形象进行广告宣传，还有一些人冒充医院医生或专家介绍产品疗效，增加权威感和专业感。

其次是用医学专家名义推荐药品.不少虚假医药advertising为增加产品the可信度,With experts to find the scientific basis for the product and the name of the certificate,一些知名医学专家In the不知情the情况下被人冒用形象进行advertising宣传,There are some people pretend to be a hospital doctor or expert introduction product efficacy,Increased sense of authority and professional.

　　第三是编造病例，找所谓的患者“现身说法”。王绪坤说，虚假医药广告大多喜欢找一些所谓的患者，有名字、照片甚至家庭住址等虚假信息，通过编造病情和用药治疗取得效果的经历，引起患者的共鸣，很多消费者容易被这类广告欺骗，分不清真假。

第三是编造病例,Looking for the so-called patients"Advise others".Wang Xukun said,虚假医药advertising大多喜欢找一些所谓theIn patients with,Have a name/Photos or home address and so on false information,By making up the illness and the medication treatment effect,Cause the resonance of the patients,很多消费者容易被这类advertising欺骗,Can't distinguish true and false.

　　第四是宣传“祖传秘方”、“名医专家”、“最新疗法”等欺骗患者。一些虚假医药广告宣称“八代祖传秘方”，对一些慢性病或久治不愈的病有神奇效果，并详细讲述诊疗方法让人信以为真。此外，还用“最新诊疗技术”等高科技的噱头，宣称突破医学难题，鼓吹神奇疗效。

第四是宣传"Ancestral secret recipe"/"Medical experts"/"The latest therapy"Deceive patients, such as.一些虚假医药advertisingClaims that"For eight generations of ancestral secret recipe",Or cured of the disease for a number of chronic diseases have a magical effect,And let a person believe detailed diagnostic method.In addition,Still use to"The latest medical technology"And other high-tech gimmicks,Claims that breakthroughs in medical problems,Advocating magical curative effect.

　监管乏力媒体自律形同虚设 监管乏力媒体自律形同虚设

　　对于违法医药广告坑害群众的情况，许多消费者除了指责媒体外，还将矛头指向医疗广告监管部门。本刊记者采访发现，在医疗广告管理工作中，监管部门却陷入“有心无力、有苦难言、有名无实”的窘境。

对于违法医药advertising坑害群众the情况,Many consumers in addition to blame the media,还将矛头指向medicaladvertising监管部门.Newspaper reporters found that,In themedicaladvertising管理工作In the,Regulators are in"Struggling to/Are suffering/nominal"The dilemma of.

　　“现在各地违法广告数量实在太多，我们的监管常常是有心无力。”黑龙江省工商行政管理局广告监督管理处处长虞塞鹰告诉记者，他们广告处共有11个人，不仅负责全省广告监管、监测，还要负责全省广告行业发展指导。面对数以万计的各类广告，要将这些媒体发布违法广告的违法性质、发布时间、发布次数、广告类别、违法广告语等进行详细记录和统计，下达停播通知单，组织立案查处。工作人员每天早晨6点半就到单位上班，仍完不成工作任务。

"现In the各地违法advertising数量实In the太多,Our regulatory are often overwhelmed."黑龙江省工商行政管理局advertising监督管理处处长虞塞鹰告诉记者,他们advertising处共有11个人,不仅负责全省advertising监管/Monitoring of the,还要负责全省advertising行业发展指导.面对数以万计the各类advertising,要将这些媒体发布违法advertisingthe违法性质/The release date/Issue number/advertising类别/违法advertising语, etc.进行详细记录和统计,Orders canceled order,Organization initiate an investigation.Staff has to unit to work at half past six every morning,Still can't finish work task.

　　“工商部门对媒体没有强制权力，面对公众和上级部门的拷问，真是有苦难言。”虞塞鹰说，现在他们对于媒体发布违法广告处理的方法有不少，包括罚款、停播广告、向媒体负责人行政告诫等，但这些都触及不到媒体及其负责人的“痛处”，违法广告就像韭菜一样“割了一茬又长出一茬”，今天停播处罚了一个广告，明天又有新的出现。前不久，他们刚对省内4家发布违法广告的媒体罚款225万元，又召开了媒体负责人警示谈话，但“从目前情况看效果并不明显，这些媒体的违法医疗广告依然存在。”

"The ministry of commerce and industry of media power is not mandatory,In the face of the public and superior departments of torture,It's suffering."Concerns the eagle said,,现In the他们对于媒体发布违法advertising处理the方法有不少,Including fines/停播advertising/To the media chief executive warned, etc,But these are not touch media and its head"A nerve",违法advertising就像韭菜一样"Cut a long a crops",今天停播处罚了一个advertising,Tomorrow a new appear.Not long ago,他们刚对省内4家发布违法advertisingthe媒体罚款225万元,And held a media alert, head of the conversation,but"The effect is not obvious from the current situation,这些媒体the违法medicaladvertising依然存In the."

　　据工商部门介绍，全国媒体广告违法率与地区经济水平发展密切相关。国家有关部门对全国36家省市主流媒体监测发现，经济发达的东南沿海地区主流媒体广告违法率明显低于中西部经济欠发达地区。

据工商部门介绍,全国媒体advertising违法率与地区经济水平发展密切相关.Relevant state departments to mainstream media monitoring found that 36 provinces,经济发达the东南沿海地区主流媒体advertising违法率明显低于In the西部经济欠发达地区.

　　一家省级媒体的广告部负责人无奈地说，他们省地处边疆地区，经济不发达，外来企业和资金有限，本地大型企业的优质广告资源外流情况比较突出，广告市场并不好。在这种背景下，就会有媒体“吃不饱”、“饥不择食”的情况出现。

一家省级媒体theadvertising部负责人无奈地说,They province is located in the border areas,Economy is not developed,Foreign businesses and limited funding,本地大型企业the优质advertising资源外流情况比较突出,advertising市场并不好.In the这种背景下,There will be media"Do not have enough to eat"/"Beggars cannot be choosers"Of the problem.

　　沈阳市一家报纸广告从业人员表示，近年来，受到网络和广播等媒体的冲击，纸质媒体广告市场萎缩严重，一些纸媒经营收入大幅减少，而媒体自身要转型发展，播发一些违法广告也就不足为奇了。

沈阳市一家报纸advertising从业人员表示,In recent years,A hit from the network and broadcast media,纸质媒体advertising市场萎缩严重,Some print business income dropped sharply,Transformation in the development and the media itself,播发一些违法advertising也就不足为奇了.

　　本刊记者采访了解到，有些县市级媒体对医药广告高度依赖，甚至到了不播放、刊发医药广告就难以生存的地步。比如黑龙江省东部某县级电视台经济实力弱、节目差、收视率低，只能以播放违法医药广告为主营收入。而这些虚假医药广告也需要县市级这样的基层媒体，因为广大基层群众对媒体信任度高、防范意识差、自我保护意识低，是一些违法广告的目标人群。

本刊记者采访了解到,有些县市级媒体对医药advertising高度依赖,Don't even play/刊发医药advertising就难以生存the地步.Such as in eastern heilongjiang province a certain economic strength is weak at the county level television/Show difference/Low ratings,只能以播放违法医药advertising为主营收入.而这些虚假医药advertising也需要县市级这样the基层媒体,Because of the high a grassroots people trust the media/Awareness is poor/The ego to protect consciousness is low,是一些违法advertisingthe目标人群.

　　健全机制提高政策执行力 健全机制提高政策执行力

　　部分专家分析认为，媒体发布违法广告现象是我国媒体“市场化改革”的“阵痛”。过去媒体人、财、物等主要资源完全由政府掌握，市场化改革后，媒体财权、物权逐渐转变由受众和广告商间接控制。部分媒体往往片面迎合受众和无条件满足广告商要求，市场化媒体过分低俗化、娱乐化甚至播发违法广告等负面效应逐渐显现。而发布虚假广告这种“饮鸩止渴”般的行为，不仅损害群众利益，也严重损害媒体及政府公信力，亟须叫停。

部分专家分析认为,媒体发布违法advertising现象是我国媒体"Market-oriented reform"the"pain".In the past media people/goods/Fully held by the government and other major resources,After the marketization reform,Media purse strings/物权逐渐转变由受众和advertising商间接控制.部分媒体往往片面迎合受众和无条件满足advertising商要求,Marketization of media vulgarization/娱乐化甚至播发违法advertising, etc.负面效应逐渐显现.而发布虚假advertising这种"Quench thirst"Of the behavior,Not only harm the interests of the masses,Also serious damage to the media and the government's credibility,Need to stop.

　　黑龙江大学新闻传播学院李阿嫱等学者认为，治理媒体市场化转型出现的问题，应该尽快建立市场化的传媒业管理体制和机制，把传媒企业完全纳入国家法律法规管理约束之下，这是当前促进传媒业健康发展最迫切的任务。

黑龙江大学新闻传播学院李阿嫱, etc.学者认为,Governance of media marketization transformation problems,Marketing media industry management system and the system should be established as soon as possible,The media companies completely incorporated into national laws and regulations management under constraint,This is promote the healthy development of the media industry is the most pressing task at present.

　　上海市社会科学界联合会党组书记沈国明建议，政府有关部门应制定相关政策引导媒体经营方式转型升级，同时加大资金和政策扶持力度，以市场化为导向发展文化产业，促进媒体行业的整合发展。

上海市社会科学界联合会党组书记沈国明建议,Relevant government departments should formulate relevant policies to guide the media management way transformation and upgrading,At the same time, strengthen financial and policy support,Take the market as guide to develop cultural industry,Promote the integrated development of the media industry.

　　“我国对于媒体发布违法虚假广告不缺乏监管机制和手段，但缺少执行力。”虞塞鹰说，黑龙江省就曾提出，对于发布虚假违法广告屡查屡犯的媒体单位，要严肃追究单位责任人和直接责任人的责任，依照有关规定给予党纪政纪处分。但事实上，媒体很少有相关人员因此受到处罚。

"我国对于媒体发布违法虚假advertising不缺乏监管机制和手段,But the lack of execution."Concerns the eagle said,,Heilongjiang province was put forward,对于发布虚假违法advertising屡查屡犯the媒体单位,Should the responsibility of the person directly responsible shall be investigated for unit and seriousness,Given CPC party disciplines sanctions in accordance with the relevant regulations.But in fact,Therefore punished media rarely involved.

　　一些受访群众建议，各地可以效仿其他国家建立类似“观众协会”的民间组织，对媒体内容及虚假广告等情况进行监督。相关监管部门要重视“观众协会”的意见建议，及时发现纠正媒体发展中的问题，以促进传媒业健康发展。 文/《瞭望》新闻周刊记者李建平辛林霞

一些受访群众建议,Can follow other countries set up a similar"Association of the audience"The non-governmental organizations,对媒体内容及虚假advertising, etc.情况进行监督.Relevant regulatory authorities to seriously"Association of the audience"The opinions of the suggestion,及时发现纠正媒体发展In thethe问题,In order to promote healthy development of the media industry. Wen /[outlook]Newsweek reporter li jianping XinLinXia