Medicine products are closely related to human life and health. On one hand, it can prevent and cure diseases so as to maintain health; on the other hand, most of them have side effects to varying degrees, which, if not handled properly, would in cure ineffectiveness of the medicine or delaying of cure, even cause poisoning or illness caused by medicine, or even pose a threat to life. Information imbalance exists in the field of medicine products consumption. Most patients are faced with the disadvantage of lack of information, as they are unable to differentiate genuine products from face ones, or identify the safety of medicine products. While advertisement for medicine products, serving as propaganda activity for medicine information, competition strategy of commercialized medicine products plays an extremely important role in publicizing the pharmaceutical manufacturers, promoting sales of medicine products, as well as spreading medicine products-related information, As medicine products are a special commodity and consumers have less knowledge about them, government functional departments concerned should establish sound legislation, and strength control over advertisement for medicine products in accordance with law, So that, advertisement in this respect is more science-based, and pharmaceutical market is more standardized, which is in the interest of the consumers. Starting for the basic theory of governmental administration, this paper summarizes the status quo and existing problems of the advertisement of pharmaceutical products in our country, Then, it analyses some illegal ads of pharmaceutical products and digs into the loose links and blind spots existing in our ad super vision system of pharmaceutical products accompanied with specific cases. As final analysis, it analyses our ad supervision system of pharmaceutical products and bring forward some strategies to improve and help perfect and develop our ad supervision system of pharmaceutical products. It is a kind of marketing action for pharmaceutical manufacturers to advertise pharmaceutical products through various avenues, while it is governmental activity to supervise pharmaceutical products ads. Therefore, the supervision of pharmaceutical products abides by the governmental administration theory and market relation theory. This paper starts from governmental administration to the relation between government and market so as to bring into line the significance of perfecting the supervision system for pharmaceutical products. Then, this papers reviews the development history of ads for pharmaceutical products in our country and points out main problems existing in ads for pharmaceutical products, such the enormous spending in ads, grave waste and unbalanced levels of scheming ads What's more, it generalizes main characters of illegal ads for pharmaceutical products in our country with typical case analysis and points our reasons for the existence of illegal ads for pharmaceutical products. In order to study the reasons for the existence of illegal ads for pharmaceutical products, the author carries out a systematical analysis of the documents published by National Pharmaceutical and Food Supervision Bureau. These documents concern unauthorized or forged ads investigated by pharmaceutical supervision and administration bureau. Three factors are involved in main causes of illegal ads for pharmaceutical products in our country: 1. ads are not allowed to be issued in mass media 2.self-conducted release without examine and approval 3 tamper with ads content Among them, the fact that ads are not allowed to be issued in mass media consists more than half of the main causes of illegal ads for pharmaceutical products in our country. Based on the previous study about illegal pharmaceutical products, the author touches upon the supervision of ads for pharmaceutical products in our country. After study of supervision system of ads for pharmaceutical products in our country, the author generalizes the loose links and blind spots existing in our ad supervision system of pharmaceutical products. 1 loophole of legal rules and regulations and unclear responsibility; 2 unsound supervision system and low efficiency and administration; 3 lack of punishment. Last, through analysis of the advanced experiences of ads supervision systems in America, Germany, Great Britain and France, the author points out that the pharmaceutical ads supervision system should define responsibilities clear-cut. Pharmaceutical products supervision organ, burdened with both duty and authority, should be innovative in supervising pharmaceutical products and be active in improving administration, It should also stage strict punishing measure to deter law transgressors. What's more, it should strengthen publicity and education to enhance consumers’ ability of self-protection and sense of law in preserving rights. So that ads operators abides by laws to conduct propaganda and management to guarantee scientific development of ads for pharmaceutical products in our country. Key words: Medicine products Illegal advertisement of pharmaceutical products Supervision Advertisement supervision system of pharmaceutical products

藥品，是一種與人們的生命健康息息相的特殊商品。一方面，藥品可以防病治病，起到促進健康的作用;另一方面，絕大多数藥品又有不同程度的毒副作用，如若使用不當，轻则無效或延誤病程，重则導致中毒或藥源性疾病等嚴重後果，甚至威脅到生命。 在藥品消費領域，存在著资訊不對稱的現象;對廣大患者來說，他們無法識別藥品的真偽，也沒有能力評價藥品的安全性，明顯處於一种资讯弱势的地位。而藥品廣告，作為一種藥品资訊的傅播活動，一种藥品商戰的競爭策略，在提高制藥企業知名度，促進藥品銷售，向消费者停品资訊等方面著其重要的作用。鉴於藥品的特殊性以及消费者對藥品知識的相对欠缺，政府職能部門應當通過完善立法、加強執法等手段對藥品廣告進行嚴格監管，使藥品廣告更科学化，使藥品市場更加规範化，從而使消費者的利益得到更大的保障。 本文從政府管制的基礎理論入手，總結了我國藥品廣告的現狀與存在的問题，然後對我國違法藥品廣告进行了分析，結合具體案例分析，找出我國藥品廣告監管體系的漏洞和盲點，再借鑒發達國家藥品廣告監管的方法與措施，对我的藥品廣告監管體系進行剖析，並提出了一些改進策略，促進我國藥品廣告監管體系的完善和發展。 醫藥企業通過各種途徑所做的藥品廣告屬於市場行為,而對藥品廣告的監管則屬於政府行為。因此，藥品廣告監管的理論依據主要是政府管制論和政府與市場關係的理論。本文開篇首先談到政府管制概論，再谈到政府與市場的關係，從而揭示完善藥品廣告管理是十分重要的。 其次，筆者在對我國藥品廣告的現状分析基礎上，回顧了我國藥品廣告發展歷程,指出了現在藥品廣告存在的主要問题。諸如藥品廣告费用巨大，浪费嚴重，藥品廣告策劃水準參差不齊，廣告效益越來越差等問题，我國藥品廣告存在的最大的問题是違法藥品廣告氾滥現象極其嚴重。 再次，筆者就違法藥品廣告現象嚴重的問题，通過典型案例分析，概括出我國違法藥品廣告的特點，指出我國違法藥品廣告存在的原因。為了研究我國違法藥品廣告的違法原因，筆者對國家藥品食品監督管理局公佈的2004年各省(區、市)藥品監督管理局査處的未經審批、偽造廣告批准文等情况5次以上匯表(共6期)進行了統計分析，總結出我國違法藥品廣告的主要違法原因，主要有三要素: 1.禁止在大眾媒介發佈廣告; 2.未經密批擅自發佈; 3.擅自篡改廣告内容。 其中，禁止在大眾媒介發佈廣告占了整個我國違法藥品廣告違法原因的一半以上。 在此基礎上，筆者由違法藥品廣告谈到藥品廣告的監管問题。在对我國藥品廣告監管體系的現狀進行研究後，概括出我國藥品廣告監管體系的主要存在的漏洞和盲點是: 1.法律規定存在漏洞 责任不明確: 2.監管體制不健全，行政效能低; 3.處罰力度不夠。 最後，在分析研究美國、德國、英國和法國的藥品廣告監管體系後，通過借鑒這些發達國家的先進經驗，筆者認為，我國藥品廣告監管體系需要明责任責權统一的藥監部門，通過創新藥品廣告監管手段，提高行政效能，並通過嚴格的處罰措施，對違法者造成威慑。此外，更應加強宣傳教育，增强消费者的自我保護能力和依法維權意識，促進廣告經營者及廣告發佈者合法宣傳經營，而使我國藥品廣告業更加规範科學地發展。 關鍵字:藥品廣告 違法藥品廣告 監管 藥品廣告監管體系