摘 要 近年来广告的内容、形式和发布场景更加多元化，“三品一械”广告审查申请量不断攀升。本文基于对“三品一械”广告主、广告发布平台、广告监管部门等不同角色的走访调研，以及对“三品一械”广告审查、监管执法、制度设置等的现状分析，建议通过制修订规范性文件或者合规性指引，弥补现行广告审查规制法律体系的缺陷，完善法治；适当探索“三品一械”广告分类分级规制审查制度，在落实“四个最严”要求的同时，能够严宽并济，减轻企业负担，优化营商环境，推动实现高质量发展。

    关键词 广告 药品 医疗器械 规制 审批 监管

    中图分类号：F713.82 文献标志码：C 文章编号：1006-1533(2024)23-0078-04

    引用本文 谢榕， 张艳， 丁鑫. “三品一械”广告审批制度改革的思考[J]. 上海医药， 2024， 45(23)： 78-81.

    Considerations on the reform of regulating “three products and one device” advertisements

    XIE Rong， ZHANG Yan， DING Xin

    (Administrative Service Center of Shanghai Administration for Market Regulation， Shanghai 200031， China)

    ABSTRACT In recent years， the contents， forms and publishing scenarios of advertisements have become more diversified， and the number of applications for reviewing advertisements of “three products and one device” has been rising. Based on the investigation of different roles such as advertisers， advertisement publishing platforms， advertisement supervisory departments and other players， as well as the analysis of the current situation of advertisement review， supervision and law enforcement ......