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媒体:谁在为“违法成瘾”的神药广告开绿灯?
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Topic: 媒体:谁在为“违法成瘾”的神药广告开绿灯? (Read 91 times)
todaykky
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媒体:谁在为“违法成瘾”的神药广告开绿灯?
December 09, 2017, 05:55:59 AM
#1
近日,莎普爱思“能治白内障”的广告被推上风口浪尖,但是,据澎湃新闻调查,最能做广告的并非莎普爱思,而是另一种OTC药(非处方药)——鸿茅药酒。
据食药监总局官网显示,自2011年至今,鸿茅药酒已于近7年间取得1167个“蒙”字开头的药品广告批准文号,莎普爱思则是352个。总有神奇在身边,直让人感慨脑洞不够用。
莎普爱思的宣传语据说已经有了洗脑般的效果,但这跟鸿茅药酒比,仍是小巫见大巫:有媒体根据近十年的公告文件做出不完全统计,鸿茅药酒广告曾被25个省市级食药监部门通报违法,违法次数达2630次,被暂停销售数十次!饶是如此,它却屡犯屡过,前脚刚因违规被通报,后脚就又拿到了当地食药监部门的广告批文。
过去10年年均违法次数逾260次;违法近乎上瘾,却总能被“开绿灯”一路护送,这更是奇上加奇……鸿茅药酒的“奇幻漂流”,无疑为剖析“神药”为什么神提供了最鲜明也最典型的样本。
针对涉医药虚假广告,国家层面其实不乏规制举措,当下涉及医药广告监管的法规、规定,就有《广告法》、《互联网广告管理暂行办法》、《医疗广告管理办法》、《药品广告审查发布标准》等。可这还是没挡住刘洪滨等“神医”攻陷各大卫视,也没完全制住各式“神药”的轮番忽悠。
究其因由,“神药”药企善于解锁各种智商税的收割技巧,他们既会抓住衰老恐惧或疾病焦虑心理和民众医学知识盲区兜售药品,还会利用打擦边球避开监管触角。像莎普爱思电视广告中,就故意将适应症仅限于“早期老年性白内障”的字体缩小到几乎看不到。而少数媒体通过背书从“神药”利益链中分羹,也难辞其咎。
但无可否认的是,“神药”背后站着的是监管缺位。以鸿茅药酒为例,尽管其约10年间被25个省市食药监部门99次列入违法广告公告移送工商部门查处,被10省市18次采取暂停销售的行政强制措施。即便2015年新《广告法》实施后很多OTC营销大户已收手,它仍顶风作案,制造了新法实施后工商部门“违法广告第一案”,可这不妨碍它一边被查处,一边获得“中华老字号”称号、荣升“中国驰名商标”等。
对于“神药”的诈欺性广告,少见对其违法所得的全额罚没乃至惩罚性损害赔偿。一方面,与高昂利润不匹配的偏低违法成本、偏弱处罚力度为“神药”违法广告开了暗门,另一方面,“神一样”的广告监管也该进入反思和纠偏的射程。
bailunfaa
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Re: 媒体:谁在为“违法成瘾”的神药广告开绿灯?
December 09, 2017, 06:41:41 AM
#2
电视台报刊媒体都是帮凶,收钱就卖广告!你看几时电视台报刊媒体会受到处罚的!
vincent b
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Re: 媒体:谁在为“违法成瘾”的神药广告开绿灯?
December 09, 2017, 08:03:22 AM
#3
政府监管部门是很无能,没有责任感,这可能跟制度有关。
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