针对现行广告法广告准则内容不够完备等问题,8月25日提交第十二届全国人大常委会第十次会议审议的广告法修订草案对药品、医疗器械广告准则作了完善,并新增保健食品、医疗、教育、培训、房地产等广告准则。
保健食品、医疗、药品广告近年来日益成为虚假广告“重灾区”。据国家食品药品监管总局对2012年全年和2013年1月至3月期间全国118个省级电视频道、171个地市级电视频道和101份报刊的监测数据,保健食品广告90%以上属于虚假违法广告。
针对以上问题,广告法修订草案对药品、医疗器械广告准则作了完善,新增保健食品、医疗广告准则,要求药品、保健食品、医疗器械、医疗广告不得含有不科学的表示功效的断言或者保证;不得说明治愈率或者有效率;不得与其他药品、医疗器械的功效和安全性或者其他医疗机构比较;不得利用医药科研单位、学术机构、医疗机构、行业协会或者专业人士、患者的名义作推荐、证明。草案还禁止除药品、医疗器械、医疗广告外的其他广告涉及疾病治疗功能。
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广告法修订草案明确界定了构成虚假广告的四种具体情形。一是推销的商品或者服务不存在的;二是推销的商品的性能、功能、产地、用途、质量、规格、成分、价格、生产者、有效期限、销售状况、曾获荣誉等信息,或者服务的内容、形式、质量、价格、销售状况、曾获荣誉等信息,以及与商品或者服务有关的允诺等与实际情况不符,对购买行为有实质性影响的;三是使用虚构、伪造或者无法验证的科研成果、统计资料、调查结果、文摘、引用语等信息作证明材料的;四是虚构使用商品或者接受服务的效果的。
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