【直报网5月14日讯】（新华社）11日，国家食药监总局对全国30家发布严重违法广告产品企业进行行政告诫，涉及10个药品、13个医疗器械和10个保健食品的33个产品违法广告被责令停止。专家建议，应加快完善行业黑名单制度，让消费者和市场参与监督，并依据刚刚通过的广告法加大执法力度，严厉打击违法行为。

CNDSN may 14 hearing (Xinhua) 11, the State Food and Drug Administration of the national 30 published serious illegal advertising products Enterprise Administration warned, involving 10 drugs, 13 medical instruments and 10 health food of 33 products illegal advertisement is ordered to stop. Experts suggested that it should accelerate the improvement of industry blacklist system, so that consumers and the market to participate in the supervision, and on the basis of just by the advertisement law of increase law enforcement, severely crack down on violations of the law.

“一种药包治500多种病”，违法广告有哪些“吹嘘术”？

"A charge for 500 kinds of diseases", "illegal advertising which boasted of"?

记者梳理发现，一些违法药品广告虽然表现形式各异，但无非是利用各种手段，吹嘘疗效，骗取消费者的信任，将自己包装为神药、神贴……

Reporter review found some illegal drug ads, although the performance of different forms, but nothing is using a variety of means, boast efficacy, cheat consumers trust, their packaging as God of medicine, God stick......

——“药到病除”型：含有不科学的表述功效的断言或者保障。违法广告往往宣称“一吃就好、几天见效”，这些药品对病症似乎有攻无不克的“能力”。

-- "medicine" type: unscientific assertion or guarantee expression effect. Illegal advertising often claim that "eat a good, a few days effective, these drugs on the disease seems to have the" ability ".

例如这次发布的违法案例中，通化吉通药业的强力脑心康胶囊，其功能主治为“改善循环，活血化瘀、安神宁心。主治冠心病，心绞痛，头痛眩晕，神经衰弱”，可是其广告却宣称“一盒就能治好心脑血管疾病。用药7到15天，心绞痛、心律不齐完全消失，偏瘫病人恢复知觉，能下床行走”等，属于典型的欺骗和严重误导用药者。

Such as the release of the case law, Tonghua Jitong pharmaceutical strong NaoXinKang capsule, its function attending to "improve circulation, promoting blood circulation to remove blood stasis, Ning Anshen heart. Treating coronary heart disease, angina pectoris, headache, vertigo, neurasthenia, but its advertising has declared "a box will be able to cure good cardiovascular and cerebrovascular diseases. 7 to 15 days treatment, angina pectoris, arrhythmia disappeared completely, hemiplegia patients regained consciousness, get out of bed to walk "and so on, which belongs to the typical cheat and mislead the medication.

——“包治百病”型：夸大产品功效和适应范围。明明只是保健食品，或治疗老年体弱的药品，却恨不得宣称对高血压、前列腺、高血糖等病症统统有效，一剂下去，所有病灶都能迎刃而解。

-- "a" type: exaggerated product function and scope. Obviously only a health food, or drugs for treatment of old and frail, but hate may claim on the diseases of hypertension, prostate, hyperglycemia, completely effective, an agent down, all lesions can be solved.

例如保健食品“天光牌盐藻天然胡萝卜素软胶囊”，其批准的功能是“免疫调节”，可是广告却说“每天2片，高血压、糖尿病、心脏病、脑血栓后遗症、前列腺等多达500种疾病，不用吃药自愈”；再如湖南乐邦制药有限公司的“龟蛇酒”，其功能主要用于“老年体弱，头昏眼花，腰酸膝软，尿频”等，其广告却宣称“治疗肾虚、前列腺病症，心血管疾病、高血压、高血脂、高血糖、冠心病”等。

Such as health food "sky card of Dunaliella salina natural carrot element soft capsule", the approval of its function is "immune", but advertisements say "take two tablets daily, up to 500 kinds of hypertension, diabetes, heart disease, cerebral thrombus sequelae and prostate disease without self-healing take medicine"; another example is Hunan Lebang pharmacy Co., Ltd. "guishe Jiu", its function is mainly used for "the old and weak, dizziness, soreness and weakness of waist and knees, frequent urination and, its advertising has declared" treatment of kidney, prostate disease, cardiovascular disease, hypertension, hyperlipidemia, hyperglycemia, coronary heart disease and other.

——专家、患者“站台”型：利用医疗科研院所名义或以专家、患者名义和形象做功效证明进行虚假宣传等。“专家”鼓吹，“病人”现身，初看以为是健康讲座，实际上却是推销产品。

Experts, with the "platform": the use of Medical Research Institute in the name of or experts, on behalf of the patient and the image do efficacy proved false propaganda. "Experts" advocate, "patient" appeared, at first thought it was health talks, is actually selling products.

例如河南凌云医药的颈椎和腰枕治疗仪，就利用患者名义和形象为产品功效作证明，称“在家轻轻松松睡觉就能治疗，每天短短三十分钟，坚持一个月就可以恢复颈椎的生理曲度”。

Such as Henan Lingyun pharmaceutical of cervical and lumbar pillow therapeutic instrument, on the use of the patient's name and image for product efficacy as proof, said "in home easily sleep can be treated, every day just 30 minutes, adhere to the one month can restore the physiological curvature of the cervical spine".

“50年椎间盘突出10天见好”，哪些病症易被广告忽悠？

"50 years of intervertebral disc herniation in 10 days, what disease is easy to mend" advertising fudge?

记者粗略统计了一下，此次公布的33个产品，有至少7款都是与腰椎、颈椎不好而导致的腰颈疼痛等“慢性病”相关；有近十款与头疼眼花、高血压、高血糖等常见的“老年病”有关；有4款与男性补肾等需求有关。

Reporter rough statistics, the announcement of 33 products, at least seven models are and lumbar, cervical vertebra is not good in cervical and lumbar pain and other chronic diseases related to; have nearly ten common and giddy headache, hypertension, high blood sugar, such as "senile diseases" relevant; paragraph 4 and male kidney demand related.

“慢性病、多发病、疑难杂症，一直是违法广告的重灾区。”业内人士介绍，抗风湿类、胃炎、哮喘、皮肤病、糖尿病、男性疾病系列等慢性病症，非常常见但短期内又难以治愈，不少违法广告就切合患者求快、求根治的急切心理，“以身说法”吹嘘疗效。

"Chronic disease, incurable diseases, has been the hardest hit by illegal advertising." The personage inside course of study, anti rheumatic, gastritis, asthma, skin diseases, diabetes, male disease series of chronic disease, very common but in the short term is difficult to cure, a lot of illegal advertising is attuned to the patients for fast, cure eager psychological, "in order to claim the body" boasted efficacy.

例如此次曝光的“国富龙马系列治疗仪”，就利用患者名义和形象为产品功效作证明，称“50年的腰椎间盘突出患者，压迫坐骨神经，后又高处跌落造成3、4节压碎性骨折，使用五六天后，症状减轻，使用10多天见好，使用20多天能骑车赶集等”。

Such as the exposure of the "the wealth of Longma therapeutic apparatus series", on the use of the patient's name and image for product efficacy as proof, called "50 years of lumbar disc herniation, sciatic nerve compression, after a fall from a height caused by 3, 4 day crush fracture, used for five or six days later, alleviate the symptoms, the use of more than 10 days mend, use more than 20 days can ride a bike to go to the market".

老年人也一直是违法广告的主要目标群体和受害者。他们因长期受慢性病痛折磨，急于摆脱病魔，更容易被“一朝根除”的广告语误导。在不少被曝光的违法药品保健食品广告中，发布媒体都是老年类报刊。

The elderly has been the main target groups and victims of illegal advertising. Because of their long-term chronic illness, eager to get rid of the disease, are more likely to be eradicated once the advertisement is misleading. In a lot of exposure of the illegal drugs health food advertising, publishing media are old newspapers.

专家介绍，这些违法广告就是利用了老年人的心理，用夸张的声称，将成本很低的普通产品，卖到几百甚至上千元。记者曾接触一个案件，该公司以60元/盒的价格从上游购买保健食品，在旅游活动时，安排无行医资质的员工以“中医”的名义现场为老年人把脉，对照调研表所反映的疾病逐一“诊断”，并借机以898元/盒的天价售卖。

Experts, these illegal advertising is the use of the old people's psychological, with exaggerated claims, the low cost of ordinary products, sold to hundreds or even tens of thousands of yuan. Reporters have come into contact with a case, the company to 60 yuan / box price from the upstream to buy health food, in tourism activities, arrange without practice qualification of employees to site in the name of "Chinese medicine" for the elderly pulse, control survey form reflected the disease one by one "diagnosis", and took advantage of the opportunity to 898 yuan / box price sale.

Perfect the illegal advertisements "blacklist", so that consumers and the market to its abandoned

值得警惕的是，这些广告中的一部分，是多次被地方监管部门“点名”查处，却仍在继续发布，性质极其恶劣。面对处罚和曝光，一些企业还更换个名字继续发，堪称是违法广告的“钉子户”。

Worthy of attention, part of these ads, is many times by local regulatory authorities "named" investigation, still continue to release, nature of the extremely poor. In the face of punishment and exposure, some companies also continue to send a replacement name, called the "nail households illegal advertising".

记者统计过，曾有一个企业的违法广告，6年来20多次遭到地方监管部门查处，多次被暂停销售却仍在播出；还曾遇到过一制药公司因违规宣传被上海监管部门处罚了近800万元，但仍在其他地方继续违规……

Reporter statistics, had a business of illegal advertising, 6 years to 20 times by local regulatory authorities to investigate and was suspended several times sales still in broadcast; also have encountered a pharmaceutical company due to illegal conduct propaganda is Shanghai regulatory authorities punished nearly 800 million yuan, but still in other parts of the following violations continued...

药品、医疗机械以及保健食品违法广告一直禁而不止的背后，既是一些企业屡教不改，更是违法成本过低所致。专家呼吁，应加强部门和地区之间的执法联动，完善黑名单制度，由国家层面应协调各省份对违规行为同步严惩；加大曝光力度，将不良信息汇集，方便消费者查询，对违法企业形成信用评级的监管体系。

Drugs, medical machinery and health food illegal advertising has been behind Jinerbuzhi, some enterprises is incorrigible is caused by illegal low cost. Experts have called for, should strengthen law enforcement linkage between departments and regions, improve the blacklist system, from the national level should coordinate the provinces for the illegal behavior of synchronous punish; and increase the intensity of exposure, will adverse information collection, convenient consumer inquiries, the regulatory system of credit rating of the illegal enterprise.

此次食药监总局稽查局也要求，对整改不到位或拒不整改的企业，要列入违法广告失信者名单，联合多部门依法实施联合惩戒措施，让企业一处违规、处处受制。

The food and Drug Administration inspection bureau requirements, the rectification is not in place or refused to rectification of the enterprise, to the inclusion of illegal advertising dishonesty list, joint multiple departments shall, in accordance with the implementation of the joint disciplinary measures, allow enterprises to a violation, everywhere subject.

“增强企业的信用自律意识，建立整个社会的信用体系，是解决假冒伪劣、虚假宣传等不诚信行为的治本之策。餐饮企业都在倡导‘明厨亮灶’,其实所有企业都应坦然面对消费者365天的不间断监督。”中国人民大学商法研究所所长刘俊海说，只有形成了信息完备且方便查询的信用评价体系，才能通过引导消费者的行为，让不诚信的企业倾家荡产，让消费者和市场对其弃如敝屣。

"To enhance the enterprise's credit consciousness of self-discipline, the establishment of the social credit system is to solve the fundamental strategy for the fake and shoddy, false advertising and other acts of bad faith. The catering enterprises are advocating "Ming Liang kitchen stove", in fact all enterprises should face the constant supervision of 365 days of consumers." Commercial Law Institute of Renmin University of China Judicial Conciliation, only the formation of the complete information and convenient query of credit evaluation system, through the guide consumer behavior to, let not the integrity of the enterprise bankrupt, let the consumer and the market of the abandoned.

同时还需加大行政处罚的力度。刚刚通过的广告法中，就提高了违法广告的罚款额度，并明确保健食品非药品，广告不得涉及疾病防治，养生栏目禁发药品、保健食品广告，未来仍需加大执法力度。▲

At the same time also need to increase the intensity of administrative penalties. Just by the advertising law, improve the fines illegal advertisements, and clearly non pharmaceutical health food, ads may not be involved in disease prevention, health column ban drug, health food ads, the future still need to strengthen law enforcement. 3

（原标题：完善违法广告黑名单 食药监总局再禁33个保健品广告)

(original title: perfect the blacklist of illegal advertisements the food and drug administration to ban 33 health products advertisement)

责任编辑：婉婉

Editor: Wan Wan