Research On The Regulatory Strategy Of Drug Advertising On We-media :the Case Of Drug Advertising Posted By Weibo Users

Drug advertising is an important means for drug dealers to carry out drug promotion.While seizing offline advertising media,drug dealers are also actively targeting online marketing.In the ubiquitous network environment,there are some unscrupulous merchants and marketers who use we-media platforms to carry out false and illegal publicity of drugs.The false and illegal publicity of drugs not only causes economic losses and health hazards to consumers,but also disrupts the normal order of the advertising market and hinders the healthy and long-term development of the advertising industry.Therefore,it has become an important issue for drug advertising supervision in China that how to effectively supervise drug advertisements on we-media platforms.The drug advertising on we-media platforms in this study refers to drug advertisements independently posted by Weibo users.The main research work and results are as follows:(1)The content analysis was used to sort and analyze the content characteristics of 1054 texts of Chinese drug advertising obtained through web crawlers in this study.From the perspective of advertisement supervision,it was found that the problems of drug advertisements posted by Weibo users mainly include the lack of important information such as adverse drug reactions and side effects,and the lower threshold for advertising,and a large number of drug advertisements are illegal.(2)To study methods for automatically identifying Chinese illegal drug advertisements.Decision Tree(DT)and Support Vector Machine(SVM)were used to construct Chinese illegal drug advertising recognition models,respectively.The experimental results showed that SVM performed better in identifying Chinese illegal drug advertisements in the two machine learning algorithms when using Vector Space Model for text representation and Chisquare test for feature selection.(3)An evolutionary game model of drug advertising supervision under the social supervision environment was constructed,and the strategic choices of drug advertisers,platform operators who do not participate in advertising business,and government regulators under different conditions were analyzed.The evolutionary game analysis revealed that drug advertising behavior of advertisers is affected by the restraint behavior of platform operators and the supervision behavior of government regulators,and that actively guiding social supervision not only helps to restrain the illegal behavior of advertisers,but also helps platform operators realize their responsibilities and roles in advertising supervision.In addition,the evolutionary game analysis also revealed that high regulatory costs and insufficient supervision are important reasons for regulatory loopholes.Based on the above research results,this paper proposes that the regulation of drug advertisements on we-media platforms can be promoted from the following aspects: improving the legal system for drug advertisement regulation,increasing the regulatory efficiency of the regulatory department,urging operators of we-media platforms to fulfill relevant obligations,and actively promoting the development of social supervision.