In 20 17, an eye drop that we can see in TV advertisements almost every day was accused of involving false propaganda and walked off the altar.

In recent years, exaggerated and false medical advertisements have been repeatedly banned, and some middle-aged and elderly patients have suffered greatly.

According to the data of China Consumers Association, in the first half of 20 17, the whole country accepted a total of 1954 complaints about "drugs and medical supplies", of which 24.82% involved false propaganda.

3? On the occasion of 15 International Consumer Rights Day, Life Times (you can pay attention to it by searching "LT0385" on WeChat) interviewed experts, summed up the deceptive tricks of false medical advertisements, and taught you to see through them at a glance.

Interviewed experts

Sun Zhongshi, an expert in national prescription automatic screening system.

Yu Xia, a clinical pharmacist at Peking University People's Hospital, said.

Professor Liu Shiting, Department of Pharmacy, Southern Hospital, Southern Medical University

Seven pitfalls of false advertising

Faced with endless and varied false advertisements, consumers must keep their eyes open. The following tricks are often used in false advertisements.

1

Excessive emphasis on curative effect

"Three-month cure", "one-time radical cure" and "long-term disease control" are typical terms.

With the development of medicine, some diseases can be cured by drugs. However, due to the limitations of medicine, many diseases have not yet found a radical cure, and they can only control their development and deterioration. People who overemphasize "cure" and "radical cure" are generally liars.

2

Packaging products with pseudo-academics

The key words are "national patent" and "international medical achievements". Many advertisements clearly point out that "the cure rate is 99%", but there is no clinical evidence to support it.

The asymmetry of medical information makes it difficult for the public to identify false statements, and patients have been plagued by diseases for a long time. Faced with these statements, they are more willing to believe.

three

Completely ignore the adverse reactions.

Some drugs claim that "tens of thousands of patients have good clinical effects without any side effects". However, "it is a three-point poison", and any drug cannot be separated from any side effects.

four

Exaggeration is suitable for the crowd.

For example, some anti-osteoporosis drugs only work for specific groups of people, but false advertisements often expand sales under the guise of "treating diseases and preventing diseases".

five

Abuse the frontier of science and technology and advocate the magic medicine.

Some advertisements are full of mysterious words, such as "nano", "telomerase" and "far infrared". Many words are just pharmacological or physiological concepts, and they are not actually used in clinic.

What's more, I created some pseudoscientific words, which made ordinary people feel particularly "superior" and then fell for it. The field of traditional Chinese medicine is the hardest hit area for false advertisements, and expressions such as "panacea", "magic paste" and "secret recipe from ancestors" are often used to advocate "magic medicine".

six

Similar to the drug name, "Gui Li" pretends to be "Li Kui jy"

Some drugs are based on the trade names of other well-known commonly used drugs, and a word or a word, such as "new" and "super", is added to borrow people's names.

For example, mucosolvan oral liquid is a family drug, which is used for eliminating phlegm in children. However, there is another medicine on the market called "Xin Mu Shu Tong". Packaging and advertising design are very similar to the former, but the components are different and the usage and dosage are very different.

Many people simply can't tell the difference. When they go to the drugstore, they may buy the latter in a muddle, but they habitually give the baby the amount of the former. Neomucosolvan is an over-the-counter drug. Although it is not a fake medicine, it may affect the treatment.

seven

False expert "platform"

Some experts in advertisements are very untrustworthy and their identities are often forged. Most of them cheat people's trust under the banner of "Sheikh", "Beijing Medical University" and "PLA General Hospital".

Because of the public's lack of discrimination, they thought that there were experts with names and units, and as a result they believed the drugs they recommended.

This old lady is called "the busiest false advertising artist in China". Appears in David, with many titles and many roles.

From "inheritor of expectorant and antiasthmatic skills" to "inheritor of Mongolian medicine", from Peking University experts to members of rheumatism branch. After verification, a series of titles were forged.

Severe punishment will bring about painful changes.

Sun believes that the root cause of repeated prohibition of false drug advertisements lies in insufficient punishment.

The Advertising Law deals with false advertisements by temporarily stopping sales. This punishment is too light. He suggested strengthening supervision and punishment, temporarily stopping production, and putting pressure on offenders to repent.

Liu Shiting said that the false propaganda content such as "How many days can it be cured" is easy to verify. Once the responsibility is determined, it will lead to hell to pay, which will make the risk of offenders outweigh the benefits.

Yu Xia said that it is also necessary to publicize the concept of rational drug use, and improve the public, media and medical staff's understanding and recognition of safe drug use.

I suggest you read the drug instructions carefully, choose drugs according to the indications and your own situation, don't believe the exaggerated efficacy in advertisements, and don't blindly listen to the drugs recommended by patients and their efficacy.

Principle 3 of purchasing drugs

Experts summed up three principles that consumers should remember when buying drugs:

1. The forbidden words listed in the advertising law should be recited: "the most", such as the latest technology; "one", such as the first in the country; "Grade", such as world-class and national; "first/home/country", such as exclusive formula, world leading, first product, etc. Authority related, such as exclusive supply, expert recommendation, etc.

2. False drug advertisements are mainly aimed at diseases that are difficult to treat, have no specific drugs and have a sense of shame, such as epilepsy, impotence, skin diseases, diabetes, cancer and so on.

These patients need to know the common sense of health, the diseases they suffer and the cutting edge of treatment. If in doubt, they should ask a doctor or pharmacist.

3. The official website, the State Food and Drug Administration, has a special inquiry platform. If you are tempted by drug advertisements, you may wish to check whether there is a drug batch number first, and buy and use it according to the drug instructions or under the guidance of pharmacists. Prescription drugs are not allowed to be advertised in the mass media, and can only be published in professional magazines.