From the end of the year to a certain drug wine this year, just a problem to solve one, but so far on the entire OTC (non prescription drug) advertising regulation has no overall plan. In April 24th, Shi Lichen, founder of the third party medical service platform, said in an interview with the twenty-first Century business reporter. At present, all kinds of violations of OTC God ads repeatedly banned. After the end of 2017, Yang Fan, a partner of the partner of Beijing Guan Tao law firm, pointed out one of the important reasons for the twenty-first Century economic reporter, that is, the enterprise has a low cost of law and that it is necessary to establish a long-term mechanism of supervision. The criminal responsibility must be investigated according to law, and the penalty can not be punished. Shi Lichen believes that the heavy punches should focus on the supervision of enterprises, advertiser, advertiser and broadcast party, and clarify the responsibilities of the three parties. Now the industrial and commercial system is unified and the law enforcement is more convenient. There were thousands of illegal advertisements before the company. At the time of advertising audit, enterprises should be allowed to solve the problem of pre order violation, and then approve new advertisements. Picture source: the idea of the picture worm The advertising of God has been banned more and more Since the end of last year, there has been an upsurge in combating the magic drug. According to the statistics of ten years, a cure the body of medicine wine 2630 times, including Jiangsu, Liaoning, Shanxi, Hubei and other 25 provinces and Municipal Department of food and drug supervision department, which is equivalent to receiving 22 reports a month, which is directly suspended for dozens of times. In twenty-first Century, the economic report reporters on the website of the State Food and drug administration showed that the column for clinical trial data verification was zero. Because of alleged false propaganda, a capsule has been repeatedly exposed by relevant departments throughout the country, and punished more than 10 times. Its advertisements are endorsed by all kinds of stars. They are suffering from rheumatism, rheumatoid, cervical vertebra, and lumbar vertebra, the fisherman, bus driver, grandmother and so on, let the patient be tormented by the pain for a long time. However, the twenty-first Century economic reporter found that the patent content of the capsule was unknown and the clinical trial records were not found, but it did not interfere with advertising. Shi Lichen told the twenty-first Century economic reporter that since the approval department was not allowed to refuse to apply for advertising, many of the illegal advertisements were checked, and the application and publication were repackaged, and some companies even had thousands of advertisements for approval. A lot of OTC drugs were approved by Zheng Shuyu, director of the food and drug administration. There are many problems such as insufficient clinical data and unclear side effects. But in the United States and other countries, OTC drugs are more effective and safer than prescriptions for doctors because they are directly directed toward patients. In April 23rd, a senior industry person who had experienced Zheng Xiaoyus drug approval period told the twenty-first Century economic reporter that in 1994 to 2005, various patents and approvals were easily passed, many clinical data were counterfeit, and some prescription drugs were easily converted to OTC drugs, and the safety and effectiveness of the drug was only studied. Walk through the field. For drug advertising, in April 24th, the head of a domestic listed pharmaceutical company told the twenty-first Century economic reporter that many illegal advertisements were published in some non mainstream media. TV advertisements generally chose local stations, more in the morning or midnight, with special reports or interviews, and paper advertising was also a special version or expert. In the form of popular science, broadcasting is mostly free of charge by experts, mostly in order to avoid supervision. Now, some local TV stations can also see some banned health advertisements. The State Administration of news and broadcasting, broadcasting and television, on Further Strengthening the administration of medical health programs and medical advertisements, clearly stipulates that medical health programs employ medical and nutrition experts as guests, and the guest must have the corresponding qualification of the state and the corresponding professional title of the corresponding professional subtropical high and above. In order to prohibit medical, health, health care and other forms of medical, health, health, and other forms of direct or indirect advertising, selling goods and services, such as medical, health, health care and other forms are strictly forbidden. For example, Liu Hongbin, a spokesman for all kinds of diseases, has been incarnated as Mongolia expert, Miao expert, Peking University expert and so on. Although these medicinal liquor, capsules and so on have been informed, but still did not stop the hot advertising. Yang Fan, partner of Beijing Guan Tao law firm, pointed out that this is due to the low cost of illegal activities, and the lack of a long-term linkage mechanism in the supervision of the regulatory authorities. In many cases, some advertisements will avoid the edge in the strict supervision period, stop actively for some time, or transfer to other stations. The director of the pharmaceutical companies told the economic news reporters in twenty-first Century that this is mainly driven by interests, and many OTC drugs are driven by advertising. According to the understanding of 1987, Sino-US SK introduced the OTC drug SK SiC (two pieces) into the Chinese market. At that time, the domestic consumers were very strange, so Sino-US SK took the lead in trying the domestic OTC drug TV advertisement, and the two pieces were selling very well. The following series of TV ads appeared in Xians Yang Sen, such as Si Min, Da Ke Ning and domperidone, and advertising directly brought about sales growth. An open 1991 Xian Yang Sen advertising comprehensive survey showed that at that time, the drug use rate of the patients was 36.6% and that of miconazole was 35.4%. In the market development, he and Daknin have achieved a significant success, not only for consumers, but also in the same drug as the main position, and began to exceed the traditional medicine. Advertising has played an important role in improving the visibility and sales of the two. The popularity of the two drugs reached 44.4% and 36.1% respectively. The senior personage told the twenty-first Century economic report reporter that many enterprises were emulating the way to sell their advertisements with advertisements. Usually when the shop is paved, the advertisements will be put into effect again, sometimes it will take effect in a week, but if the pharmaceutical companies continue to invest, they will get high output. Photo source: Xinhua News Agency Supervision needs to be strengthened The confusion of false advertising has also attracted the attention of regulators. In 2012, the rate of serious illegal advertising was serious and the rate of serious illegal advertising was up to 58.2%. The State Administration of food and Drug Administration (CFDA) banned OTC enterprises from publishing advertisements in the mass media in the first draft of the revised drug advertising review method, which was only published in designated specialized media, but it was said that many OTC students were born. The production enterprise objected, the method was not passed. At that time, the representatives of these pharmaceutical companies said they did not do the illegal advertising back pot man, who was responsible for breaking the law. At the time, Yang Sen, the director of the Yang Sen media, said that the OTC drug advertising has undertaken a great deal of education to educate consumers, improve public awareness of the disease and give the people the right to know the right to use drugs. If the OTC advertisement is banned from the mass media, it can not only deprive the consumer of the right to know the use of drugs, but also affect the two interest chains of the upper and middle and lower reaches of the OTC advertisement and the media in the related industries. The OTC advertising ban was not implemented, and was promulgated in the new advertising law in 2015. It has strict regulations on the assertions of efficacy and safety, or the guarantee of cure rate or efficiency. But there are still a variety of illegal advertisements. Internationally, drug advertisements are strictly censorship and broadcast. For example, French drug advertising must be reviewed by the French advertising review committee and the National Health Products Safety Bureau. Its audit standards are subdivided into no harm to public health, no fraudulent words, and necessary auxiliary information for medical workers. It must conform to the relevant provisions of the drug delivery market. The Censorship Committee strictly prohibits advertising which does not meet all four items. In the United States, the side effects of drug advertising should be explained in detail, and the Federal Trade Commission has the right to stop advertising or correct advertisements for all kinds of false advertising and unethical and unfair competition in violation of business principles. Besides advertising supervision, the core is drug quality. Shi Lichen told the twenty-first Century economic reporter that, in a strict sense, OTC drugs do not need a doctors prescription, and consumers can buy them directly in a drugstore, and the safety and effectiveness are more stringent. It is understood that CFDA required the national basic drug catalogue (2012 Edition) approved before October 1, 2007 (2012) for chemical, generic and oral solid preparations by the end of 2018. In the same way, the drug approval number was cancelled without evaluation. Including OTC drugs, which is also a fatal blow to some divine drugs. CFDA proposed that SAP love should urge the enterprise to start the clinical effectiveness test as soon as possible and report the evaluation results to the CFDA drug review center in three years, according to the relevant provisions of the Peoples Republic of China drug management law and the quality and efficacy consistency evaluation of the generic drug. Shi Lichen told economic reporter in twenty-first Century that, in accordance with the regulations, if the consistency evaluation was not done, the batch number would be cancelled, and many products, including OTC drugs, would disappear. In addition, most of the adverse reactions of deities are mostly unclear, and some enterprises rarely report adverse drug reactions / events. According to the national annual report on the monitoring of adverse drug reactions (2017), the report from the medical institutions in 2017 accounted for 88%, the reports from the pharmaceutical enterprises accounted for 9.9%, the reports from the pharmaceutical production enterprises accounted for 1.8%, and the accounts from individuals and other reports accounted for 0.3%. In December 28, 2017, CFDA made public consultation on the bulletin on the direct reporting of adverse reactions to the licensed holders of drug listing (solicitation draft), on the obligations of the holders to report adverse reactions / events, to strengthen the analysis and evaluation of adverse reaction monitoring data and to take the initiative to take effective risk control measures. The main responsibility of the subject is to be vigilant; the technical audit of the holders of drug vigilance should be strengthened; the provincial food and drug supervision departments bear the responsibility of territorial supervision; and the strict penalties for the non performance of the direct reporting liability of the holders are stipulated. If there is no major revision after the consultation, it can be formally implemented in July 1, 2018 according to the original plan, and the source structure of the report on the monitoring of adverse drug reactions in China will change dramatically. Enterprises must declare their adverse drug reactions voluntarily. Shi Lichen pointed out. In 2016, Ssha F Ai Faiths advertising fee of 263 million yuan, accounting for 27% of the years revenue, was the highest proportion in the pharmaceutical listed companies; and the CTR advertising monitoring data showed that the huge TV advertising cost of Hong Kong medicinal liquor in 2016 was the most popular brand in the country. At present, A shares biopharmaceutical companies have disclosed the 2017 earnings report, many pharmaceutical companies accounted for over 50% of sales costs.