Research On Supervision Of Drug Online Advertising Based On Short Video Platform

In recent years,with the rise of the concept of "Internet plus",the pharmaceutical online advertising industry is also growing,becoming an indispensable way for pharmaceutical enterprises to publicize.With the popularization of mobile networks,watching short videos has become a popular way of leisure for the public.However,there are many regulatory loopholes in the short video platform based drug online advertising generated by the combination of the two,which poses a potential threat to the healthy development of the advertising market,drug market,and even the safety of people’s lives and property.This article uses case analysis,questionnaire research,and on-site interviews to obtain the basic situation of H district,the development and use of short video platforms,and the specific status of drug online advertising,government organizational structure and regulatory models,as well as public awareness and satisfaction.Furthermore,it mainly analyzes the current situation of drug online advertising supervision based on short video platforms in H district from three aspects:government regulation,platform regulation,and public supervision,Summarize the current problems and their causes,and propose some countermeasures and suggestions for drug online advertising supervision based on short video platforms.Research has found that the supervision of drug online advertising in H district based on short video platforms has problems such as low deterrent power of government supervision,lack of supervision on short video platforms,and insufficient public supervision.The root cause lies in unclear boundaries of government regulatory powers and responsibilities,poor communication between departments,insufficient technology,poor initiative in platform regulation and insufficient legal basis for platform regulation,lack of public knowledge and high cost of rights protection,and excessive restrictions on legitimate drug companies.The countermeasures for improvement should start from four aspects:improving the government regulatory system,implementing the main responsibility of short video platforms,and exerting the active supervision role of the whole society to enhance the legitimate business awareness of pharmaceutical enterprises.Suggestions for improving the government regulatory system include improving laws and regulations,clarifying departmental responsibilities,and facilitating departmental communication;Suggestions for implementing the main responsibilities of short video platforms include establishing a permission mechanism for advertising entities on short video platforms,exploring sustainable linkage supervision systems for short video platforms,and optimizing the allocation mechanism of short video platform responsibilities;In terms of exerting the active supervision role of the whole society,the main measures are to improve the public’s awareness of active supervision and establish a one click reporting function on short video platforms;Enhancing the legitimate business awareness of pharmaceutical enterprises includes increasing efforts to crack down on illegal activities and improving the integrity level system of pharmaceutical enterprises.The breakthrough innovation mainly lies in improving the national monitoring system,establishing a sustainable linkage regulatory mechanism,and improving the one click reporting function of the public,in order to open up communication channels between the government,platform,and the public.Through the above analysis and suggestions,it is hoped to provide certain reference value for improving the regulatory capacity of drug online advertising on H zone and even national short video platforms.