Watch from a distance: The false medicines advertisement makes people worried Responsibility that the media can't avoid

Watch from a distance: The false medicines advertisement makes people worried Responsibility that the media can't avoid
Watch from a distance: The false medicines advertisement makes people worried Responsibility that the media can't avoid
Report " the false medicines advertisement in the capital tracks " of last issue of our publication, the shady deal of victimizing that reveal the sham publicity and cheat again. Those facts making people shocking, make people worried. In recent years, the national related departments have been attacking the sham publicity, such as five kinds of TV shopping programs that General Bureau of Radio, Film and Television and State Administration of Industrial and Commercial sent out to TV and broadcast of 2006 " Prohibit broadcasting making " , the involving in advertisement to eight kinds in 2007 one " Prohibit broadcasting making " And the General Administration of Press and Publication had published the rectification in 12 kinds of medical advertisements such as cancer to the newspapers and periodicals since 2006 " Sports " . Unfortunately, even to this day, the false, vulgar advertisement does not disappear yet - -Turn on the TV set at night, can see the speed of those languages extremely fast, the advertisement of shouting oneself hoarse, bombing wantonly is still " powerful " ; Open the network, can see even more those have captured " highly skilled doctor " of difficult and complicated cases such as cancer,etc. ,Those claim to slow aging, strengthen resistance thus resist invading one hundredth disease " The supernatural liquid " Turn over and pick up people's shocking fraud and bad farce that what's frequently heard can be repeated in detail, back of all sorts of scandals practising deception, committing an act of fraud, swindling money and accumulating by unfair means conveniently, people always find the shadow of evil spirit of the sham publicity. During that time, are undertaking to propagate the media of the important task, its becoming accomplices objectively, often condemned. The media is a member in the market, there is its own living necessities naturally, but this can not become the pretext releasing the sham publicity and deceiving people! First, the media undertakes to propagate true information, promote the special function that the society enlightens by education, have determined that there is a unique mission that differentiates any other commercial undertakings and market main bodies to basically stand from it at the location. Second, while the advertisement spread, the media is giving play to the role of amplifier that the signal spreads, it is determined that the spread strength in sham publicity, unureal information dissemination is irreplaceable. Third, the media, in the course of announcing advertisingly, to unureal information and sham publicity content, undertake to have legal responsibility distinguished, evaluated. Even the specific illegal ad owner obtains what some departments offer with various remarkable ability " Legal" The file, but there are extraordinary " mythologies " ,In fact not need piercing eye, can be exposed only with general knowledge. Give up basic judgement and justice, it is undoubtedly ethical in media stain. In view of this, according to propagating course, media's due responsibility can't be avoided. Can resist the enticement of the advertising income while but count on the mediasing, " conscientiously " Take on community responsibility, can only be regarded as the fond dream of us more. Introduce the strict media and release the responsibility claim system, has already become the social common understanding gradually in right time. Protect and increase, expand the domestic demand, it is the central set policy. Under the great such a background, especially need social atmosphere and consumption environment of fair, sincerity. If some medias still continue providing the platform for sham publicity for trivial private interests, Ren Qi overflows, will dampen the consumption enthusiasm of the whole society. So, the media releases the setting-up of the responsibility claim system, have special realistic pertinence. The such one investigates, do not certainly make excessive demands on the media and bear its responsibility that can't be born; The such one asks the responsibility is to the media " limited responsibility " But not " unlimited liability " Affirmation and investigate. Its bottom line should include at least, to releasing violation, illegal advertisement resulting recovering strictly, to screening and evaluating neglecting one's duty, malfeasance, even is accepted buyer's more severely investigating and dealing with according to law. Document / Lin Wei


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