中国药业2026，Vol.35Issue(11)：1-6,6.DOI:10.3969/j.issn.1006-4931.2026.11.001
数字时代背景下处方药广告的监管困境与应对策略
Regulatory Dilemmas in Prescription Drug Advertising in the Digital Era and Their Response Strategies
摘要
Abstract
Objective To explore regulatory strategies for prescription drug advertising in the digital era.Methods A combination method of normative analysis and literature research was adopted to sort out the new trends,regulatory rules,and practical dilemmas in prescription drug advertising in China,and targeted response strategies.Results In the digital era,the new trends in prescription drug advertising included targeted dissemination within specific social circles,big data-driven behavioral prediction and intervention,and the blurring of boundaries between advertising and information.Law enforcement practices have revealed key issues such as ambiguous legal boundaries,insufficient platform accountability,and lagging technological regulatory measures.Conclusion It is recommended to further clarify the legal boundaries,strengthen the accountability of platforms,introduce a technology-enabled smart regulatory system,and cultivate a new paradigm of diverse collaborative governance for social governance,in order to achieve a dynamic balance between ensuring public medication safety and the need to adapt to technological development.关键词
处方药广告/数字监管/多元治理/用药安全Key words
prescription drug advertising/digital regulation/diversified governance/medication safety分类
医药卫生引用本文复制引用
付洁,王岳..数字时代背景下处方药广告的监管困境与应对策略[J].中国药业,2026,35(11):1-6,6.基金项目
国家卫生健康委员会委托项目. （）
