| 摘要: | 廣告的意義包含多種功能和目的，但無論它的內涵為何，都應該秉持真實之義務，以免破壞消費者之信賴，造成市場競爭失靈，其中，藥物廣告之內容涉及許多專業資訊，民眾在接觸廣告之第一時間內，可能沒有辦法馬上辨別藥物廣告內容之真偽，在訊息接收之方面只能處於被動狀態。基於保障人民之身體健康與用藥安全，應妥善衡平兩項公共利益間之衝突問題，防範不實藥物廣告之發生，瞭解藥物廣告之界線及規範，對於不實藥物廣告之管制，是保護人民權益和維護公共健康的重要措施。
在藥物廣告中誇讚藥物效果或保證藥物品質，皆是常見的藥物行銷手段，但這樣的行為可能導致構成不實藥物廣告，不實藥物廣告會對民眾的健康與財產造成嚴重的損失，藥物廣告涉及醫療資訊及專業性，關於藥物廣告之用詞若使用不當，將容易使民眾對藥物產生誤解而延誤疾病的治療。如果連菸品都不得任意廣告，那麼涉及人命的醫藥品應該接受更嚴格的監管，藥商為了獲利，可能使廣告潛藏不充分、不準確之訊息或帶有偏見與誤導民眾之想法，導致藥物過度使用及濫用，不實藥物廣告容易對大眾的用藥行為產生影響，因此政府應該重視如何管理不實藥物廣告。
The significance of advertising encompasses various functions and purposes, but regardless of its content, it should uphold the obligation of truthfulness to avoid undermining consumer trust and causing market competition dysfunction. In the case of pharmaceutical advertising, the content involves a lot of professional information. Upon initial exposure to the advertisement, consumers may not immediately discern the authenticity of the pharmaceutical content, remaining in a passive state in terms of information reception. In order to safeguard public health and medication safety, it is crucial to carefully balance the conflicting issues between the two public interests. Preventing the occurrence of deceptive drug commercials and understanding the boundaries and regulations of pharmaceutical advertising are important measures to regulate deceptive drug commercials, ensuring the protection of people's rights and the maintenance of public health.
Praising the effectiveness of drugs or guaranteeing the quality of pharmaceuticals are common marketing tactics in drug advertisements. However, such practices may constitute deceptive drug advertising, leading to serious consequences for public health and finances. Pharmaceutical advertisements involve medical information and expertise, and the improper use of language in drug advertising can easily lead to misunderstandings among the public, potentially delaying the treatment of diseases. If even tobacco products are restricted in advertising, pharmaceuticals, which involve matters of life and death, should be subject to even more stringent regulation. In pursuit of profits, pharmaceutical companies may present advertisements with insufficient or inaccurate information, biases, or ideas that mislead the public. This can result in the overuse and misuse of medications. Deceptive drug advertising has the potential to influence the medication behavior of the general public, making it imperative for the government to prioritize the management of deceptive pharmaceutical advertising. |
