Aagaard Lise
National Committee on Health Research Ethics, Ørestads Boulevard 5, 2300, Copenhagen K, Denmark.
Int J Clin Pharm. 2020 Dec;42(6):1524-1527. doi: 10.1007/s11096-020-01111-3. Epub 2020 Aug 13.
As severe ill and incurable patients can be easy victims of misleading advertising activities for dangerous and non-effective healthcare treatments, the marketing of healthcare services are in many jurisdictions legislations tightly regulated. This article reviews the Danish regulation on marketing of healthcare services to identify which types of advertising activities that are legal. As the legislation only allows healthcare authorities to control the marketing and not the content and quality of the marketed healthcare services, their ability to intervene in serious cases of misleading advertising is limited. Misleading advertising are statements with the purpose to exaggerate or underestimate the effects and risks of healthcare services or to prevent patients from seeking conventional medical treatments. From a public health perspective, there is a need for a common EU legislation for regulation of the marketing of healthcare services as the increasing use of information technologies makes it possible for the providers to access consumers and patients directly across countries and legal systems.
由于重症和绝症患者很容易成为危险且无效的医疗保健治疗误导性广告活动的受害者，因此在许多司法管辖区，医疗保健服务的营销受到严格的立法监管。本文回顾了丹麦对医疗保健服务营销的监管规定，以确定哪些类型的广告活动是合法的。由于该立法仅允许医疗保健当局控制营销，而不控制所营销的医疗保健服务的内容和质量，因此它们在严重误导性广告案件中的干预能力有限。误导性广告是指旨在夸大或低估医疗保健服务的效果和风险，或阻止患者寻求传统医疗治疗的陈述。从公共卫生的角度来看，由于信息技术的日益使用使得供应商能够直接跨越国家和法律体系接触消费者和患者，因此需要一项统一的欧盟立法来规范医疗保健服务的营销。
