融合与创新:澳门药品广告法对内地立法的借鉴
Integration and Innovation: The Reference of Macao's PharmaceuticalAdvertising Law to the Legislation in the Mainland
作者:冉秋晨(1.北京中医药大学东方学院，河北廊坊301739)
[摘要]:澳门特别行政区自1999年回归之后，在“一国两制”的方针指引下，其法律体系呈现出独特的大陆法系传统与本地特色相结合的双重属性，逐步形成了独具特色的药品广告法律规制体系。作为曾经的葡萄牙殖民地，澳门承袭了葡萄牙成文法系的特点的同时又讲究法律体系的系统性与逻辑性。本文梳理了澳门药品广告相关法律的发展过程，分析它在监管架构、规则内容、执法方式上的创新之处，探讨其对内地药品广告立法的借鉴价值。研究发现，澳门在坚守大陆法系底色的同时，也吸收了普通法系的灵活做法，搭起了以《消费者保护法典》为核心行业自律做补充的多元治理模式，在虚假广告怎么认定、跨境广告监管等问题上，形成了独有的优势。内地可借鉴澳门经验，从完善立法体系、创新监管办法、加强消费者保护、推动粤港澳大湾区规则对接等方面优化制度，把药品广告管得更到位，切实守住公众用药安全的底线。
[关键词]: 药品广告法;消费者保护;跨境监管;粤港澳大湾区
[Abstract]: Since its return in 1999, the Macao Special Administrative Region has, under the guidanceof the "One Country, Two Systems" policy, demonstrated a dual attribute of integrating the continentallegal system tradition with local characteristics, gradually forming a distinctive legal regulatory systemfor pharmaceutical advertisements. As a former Portuguese colony, Macao inherited the characteristicsof the Portuguese written legal system while emphasizing the systematicness and logic of its legalsystem. This article traces the development process of relevant laws in Macao regardingpharmaceutical advertisements, analyzes the innovations in the regulatory framework, rule content,and law enforcement methods, and explores its reference value for the legislation of pharmaceuticaladvertisements in the mainland. The research reveals that Macao, while adhering to the basic color ofthe continental legal system, also absorbed the flexible practices of the common law system,establishing a diversified governance model centered on the "Consumer Protection Code" andsupplemented by industry self-regulation. It has formed unique advantages in issues such as how todetermine false advertisements and cross-border advertising supervision. The mainland can draw onMacao's experience, optimize the system by improving the legislative framework, innovatingregulatory methods, strengthening consumer protection, and promoting the alignment of rules in theGuangdong-Hong Kong-Macao Greater Bay Area, so as to better regulate pharmaceuticaladvertisements and truly safeguard the bottom line of public medication safety.
[Key Words]: Pharmaceutical Advertising Law; Consumer Protection; Cross-border Supervision;Guangdong-Hong Kong-Macao Greater Bay Area
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