Research On The Governmental Regulations Of Medical Advertising Under Public Management Perspective

Nowadays, medical advertisement exists anywhere. It comes to your view whenyou turn on the television, read a newspaper, surf on the internet, any transportationutilities you may take. In some sense, it gives us some kind of medical instructions, andbrings convenience to our daily life. But to the other side of coin, it indulges the overswelling of fake medical advertisement when some merchants over pursuit profits andspare any means.These behaviors obviously cause potent potential threatening to patients, andaffects public benefits. Strict government supervision and regulation could not evenprevent these acts; it necessarily needs our rethinking and it is time to take a deepobservation.This paper chose under the angle of the public choice theory, combined therational economic man assumption of public choice theory, rent-seeking theory, basedon current medical advertisements phenomenon, I take a research on governmentsupervision and regulation over medical advertisements.Firstly I make an explanation on public choice theory, economic man assumption,rent-seeking theory, and start from these theories I take a probe on the applicability ofthe mode of public choice theory over government supervision and regulation.Then the observation goes to current medical advertisements phenomenon and themode of government supervision and regulation. Combined with current situation,through the study of advanced government supervision and regulation modes in Japan,United States and United Kingdom, I concluded several problems of our governmentsupervision and regulation: the separation between government issuing and regulation,lack of well-established law systems; the covering of media agencies over medicaladvertisement, dissymmetry between advertisement publishers and consumers.At last, based on the frame of public choice theory, I found out the prob lem rootsof our current government supervision and regulation system, and brought out thecountermeasures to perfect government supervision and regulation over medicaladvertisement: continuously perfect efforts to achieve a well established law systemwhich regulators could rely on, a united internet platform to publish hospitalinformation, and the need to enhance the status of advertisement association. Hopefully, with joint efforts of government, media and consumer, a wellestablished supervision and regulation system could standardize medical advertisementbehaviors, clean up medical advertisement market. This is the way to flourish theadvertisement market, and ensure the life health of people could not be invaded, andfinally brings us a long stand security of our society.