How to censor media advertisements in western developed countries

Drugs and medical advertisements are released in violation of regulations, and they are repeatedly banned. The reason is that the advertising censorship system in China is not perfect. In China, the pre-release review of advertisements is mainly completed by the advertising review department composed of the media itself. The administrative departments for industry and commerce of the people's governments at or above the county level only conduct post supervision on the published advertisements and investigate and deal with illegal advertisements. Under the current situation of "there are not enough people in the advertising market", the media often publish and broadcast advertisements whenever they have the opportunity for their own economic interests. In the United States, where the advertising industry is the most developed and a complete advertising agency system is implemented, the pre-release review of advertisements is completed by a third-party advertising review agency. The management of advertising in the United States mainly includes two systems: government management and advertising self-management. The US government has set up more than a dozen advertising management agencies, such as the US Federal Trade Commission and the Food and Drug Administration. For example, the Food and Drug Administration manages food advertisements, the Postal Administration is responsible for checking fraud in mail advertisements, and the Tobacco and Alcohol Taxation Bureau is responsible for checking tobacco and alcohol advertisements. At the same time, advertising laws and regulations have been formulated and promulgated to strictly limit the content and release of advertisements. The self-discipline of American advertising industry has played a more important role in advertising management. The National Advertising Review Board (NARB) and its subordinate National Advertising Department (NAD) are the most important organizations for advertising self-management in the United States. Its members are representatives from advertisers, advertising companies and advertising media organizations. Its main task is to investigate complaints about advertisements, make suggestions on laws formulated by the government, examine false advertisements and urge them to correct. The advertising agency that undertakes the media advertisement publishing business has set up various trade associations, and through these associations, it coordinates all aspects and examines the advertisements of member units. At the same time, the American advertising media, which specializes in advertising, first put forward the idea of managing advertising in the world. As early as 1865, The New York Herald published a statement refusing to publish unreliable drug advertisements. The New York Times's advertising laws and regulations clearly stipulate that advertisements suspected of fraud, ambiguity and misleading, as well as advertisements that can cure all diseases, are all refused to be published. 19 1 1 year, the promulgation of the PRINTEINK act marked the beginning of the self-management system of American advertising media organizations. American media has a special position in advertising supervision. They can refuse to publish and broadcast advertisements that they think are not suitable for publicity without giving reasons. Therefore, even if the advertisement passes the examination of the advertising agency, it will be restricted in this link as long as it may have a negative impact on society. The British advertising industry is very developed, with endless advertising forms, vast advertising information and strict advertising control. In Britain, advertising is governed by two kinds of laws, one is unwritten law and the other is written law. For example, the Pharmaceutical Regulations promulgated by 1968 stipulates the expression and release of advertisements for medical care, medicines and other commodities. At the same time, the British Code of Professional Conduct for Advertising and the British Code of Professional Conduct for Promotion stipulate that all advertising and promotion activities must be legal, honest and credible, and advertising production must be responsible to consumers and society. Advertising about beauty and health products must be supported by scientific arguments, such as the results of human drug trials. The Advertising Conduct Committee is an organization responsible for formulating, amending and implementing non-broadcast advertising and promotion laws in Britain. The laws and regulations of the treatment, health care and beauty Committee clearly stipulate that the product introduction must be accurate; No drug can claim to be equal to or more effective than other similar drugs; There must be no words in the advertisement that cause patients to misdiagnose themselves; Advertisements may not provide treatment advice or diagnosis to patients; Do not encourage advertising recipients to overuse advertising products; Advertising can be said to relieve the symptoms of old age, but generally false words such as "treatment" and "restoring energy" are not allowed; For products that correct minor drug addiction and bad habits, advertising words must explain that the power of will is very important; Advertisers must not use people's worries and anxieties to promote drugs or rehabilitation means; Cosmetic advertisements should explain the effect differences caused by different use methods and the factors of different environment and climate from time to time. Moreover, there are no words or guiding language that lead to the audience's self-diagnosis, no words that promote the efficacy of drugs, and it is absolutely forbidden to exaggerate the efficacy of drugs. At present, the advertising self-discipline system in Britain is the most perfect in the world, which has an impact on the industry self-discipline in the United States and Japan. ASA (Advertising Standards Authority), established in 1962, is the highest institution of self-management system in Britain, which restricts the advertising activities of advertisers, media and advertising agencies. There are 65,438+08 different advertising organizations under the Advertising Practice Standards Committee, and each organization has its own self-limiting advertising laws and regulations. For example, its "Independent Television Committee", which is responsible for the supervision of TV advertisements, has 36 and more than 50 regulations on medical advertisements, covering five categories: drugs, treatment, health care, nutrition and food additives. It is stipulated that social celebrities, including sports and entertainment celebrities, are not allowed to praise products in such advertisements, nor are they allowed to advertise directly; No advertisements are allowed for children's programs below 16 or before and after the programs; Advertisements for marginal products that do not require a medical license shall not contain words with medical functions. In terms of advertising content, no television organization may accept advertisements for products such as alcoholism, alopecia, pregnancy test and hypnosis. In food advertisements, there should be no scenes of overeating a certain food (such as eating all the chocolates or puffed food in a box one by one), no advertisements of shopping carts filled with the same food, and even no scenes of children eating candy at night. Its censorship methods, such as drug TV advertisements, must be examined and approved one by one by the advertising supervision Committee under the British Independent Television Commission. The content of screen subtitles has strict legal provisions, which is not unrelated to the cautious cultural habits of British TV people. Drawing lessons from the experience of advertising management in the United States and Britain, they have formed a strict system with interlocking rules and regulations and standardized laws from the formulation of laws and regulations to the establishment and supervision of regulatory agencies, from standardizing the acceptance and release of media advertisements to accepting consumer complaints. Combined with the current situation in China, the reform of advertising management in China is imminent. On the one hand, it is necessary to further strengthen the formulation of advertising management laws and regulations, plug loopholes, put an end to criminals' delusion of "exploiting loopholes", and strengthen the enforcement of advertising supervision and management organs; On the other hand, it is more important to strengthen the self-discipline of the advertising industry, introduce substantive industry management committees with administrative power, which are composed of advertisers, advertising companies, advertising media and other third parties, review the consistency of advertising content and product characteristics, formulate advertising content and publishing standards of various industries, and strengthen internal supervision of the industry. Just like Asahi Shimbun, Nihon Keizai Shimbun and other newspapers in Japan, as well as five major advertising agencies, * * * jointly funded the establishment of a newspaper advertising review association, which reviews the advertisements sent by newspapers every day and divides the results into five levels of ABCDE. If it is DE level, it refuses to publish. In this way, advertisements, especially those of some special products, can be pre-examined, and special products related to people's livelihood, especially drugs and medical advertisements, can be guaranteed to be legal, fair, honest and credible.