【直报网5月13日讯】（四川日报）近年来，随着人们生活水平的提高和健康意识的增强，以及生活节奏的加快和老龄化社会的来临，“花钱买健康，花钱买长寿”成为不少人追求的一种生活新时尚，保健品的消费也日趋大众化，从过去的可选消费品转为必选消费品，中国保健品市场的发展进入了快车道。

CNDSN May 13th direct reporting network (Sichuan daily) in recent years, with the enhancement of people's living standards and health awareness, as well as the advent of the accelerated pace of life and the aging society, "spend money on health, money to buy longevity" has become a lot of people living in pursuit of new fashion, health care products consumption the increasingly popular consumer goods available, from the past into the choice of consumer goods, the development of the Chinese health care market into the fast lane.

在保健行业井喷式发展的过程中，保健食品违法添加、虚假标注、夸大宣传等乱象屡禁不止，使这一行业遭遇严重的信任危机，进而扰乱了行业秩序，阻碍了行业的健康发展。按照我国颁布的《保健食品管理办法》规定，“保健食品系指表明具有特定保健功能的食品，即适宜于特定人群食用，具有调节机体功能，不以治疗疾病为目的的食品。”这一法规明确了保健食品与药品本质上的差别。然而，补气养血口服液能“包治百病”、保健茶能立即去脂减肥、灵芝孢子粉能降“三高”等虚假宣传不时见诸于各种传播媒介上，让原本只有调节机体机能、提高人体抵御疾病的能力、改善亚健康状态和降低疾病发生风险作用的保健食品，摇身一变，成为有预防、治疗疾病功效的药品，甚至一些不良企业竟在保健食品中添加化学药品。由于这些虚假广告的误导，消费者因吃错药而影响身体健康、迷信保健食品疗效而延误病情治疗的事件时有发生。

In the process of development of blowout health industry, health food illegally added, false labeling, exaggerated publicity and other chaos repeated, so that the industry suffered a serious crisis of confidence, thus disrupting trade order, hindered the healthy development of the industry. According to China's promulgation of the "health food management measures" provisions, "health food refers to the food indicated to have specific health functions, that is suitable for specific food groups, can regulate the body's functions, not to treat the disease for the purpose of food." The health food and drug regulations make clear the essential difference. However, buqiyangxue oral liquid can cure, health tea can lose weight, fat immediately ganoderma spore powder can reduce the "three high" false propaganda from time to time in a variety of media, so that the original is only to regulate the body function, improve the ability to improve the sub-health state of human resistance to disease and reduce the risk of health food. Suddenly, a disease prevention and treatment efficacy of drugs, and even some bad business was added in health food chemicals. Because of these false advertising to mislead consumers, by taking the wrong medicine affect health, health food and superstition efficacy delay in treatment of illness when the incident occurred.

其实，对于保健食品行业的虚假宣传乱象，监管部门一向的态度和做法明确—重拳出击，严加惩治。然而，实际效果却不能让人满意。此次新版《食品安全法》和《广告法》将保健食品实施GMP写入法律，要求保健食品质量标准不断向药品靠拢，且明确规定保健食品的申报将采用注册和备案双轨制进行管理。“新法规定的趋严和政府监管的加码将有力地净化保健食品市场，实现保健食品行业的有序发展。”川内某保健食品企业负责人的话，传递出健全的政策法规体系的出台和实施后，给普通消费者和行业从业者带来的信心。▲

In fact, for the health food industry has always been false propaganda chaos, regulators attitudes and practices - clearly smitten, severely punish. However, the actual effects are not good enough. The new version of the "food safety law" and "advertisement law" will be the implementation of health food GMP into law, health food quality standards continue to close and clear medicine, health food declaration will use the registration and filing management system. "The new law of overweight tighter government regulation and will effectively purify the health food market, to achieve the orderly development of health food industry." Sichuan, a health food enterprises responsible person, transmission of sound policies and regulations promulgated and implemented, to bring consumers and industry practitioners confidence. 3

责任编辑：小申

Editor: small Shen