頁籤選單縮合
題 名 | 網際網路行銷法律責任與立法--以藥物食品為例證=Promotion of Liability and Legislation for Internet Marketing--Food and Drug Perspectives |
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作 者 | 朱懷祖; | 書刊名 | 經社法制論叢 |
卷 期 | 20 1997.07[民86.07] |
頁 次 | 頁289-316 |
分類號 | 496.5 |
關鍵詞 | 網際網路行銷; 法律責任; 藥物食品; |
語 文 | 中文(Chinese) |
中文摘要 | 企業以網際網路行銷,已為現今主要趨勢。此因以網際網路媒體行銷不僅成本低 、擴散性大,其多樣性亦可兼具現有其他媒體的優點。然因其發展迅速,現有規範實不足因 應。藥物食品網路行銷如何正確規範,恰可作為此類問題參考。此因藥物食品行銷向受衛生 主管管制,各種標示廣告有法規標準。惟此類管制方式於網際網路上,皆面臨考驗。新的爭 議問題如:網路行銷究為標示或廣告,資訊為其他網站轉載連結可否限制,資訊成為對消費 者直銷工具如何處理,臨床試驗資訊是否應予公開,網路資訊於國際流通如何管理。吾人可 認此皆屬資訊管理的問題,而警察資訊管理的原則如資訊公開原則、重要性原則、專業中間 人員原則與告知同意原則,如何適用於網際網路資訊,有其參考價值。本文以為網路資訊因 成本與速度特性,可採資訊公開與告知同意原則。要求藥物食品銷售者於際網路行銷時,應 就銷售者所知,以消費者能理解的方式為所有資訊公開。此二原則的執行,實可兼顧言論自 由與消費者權利保障。至其未來立法的建議如:資訊平衡、多方參與、教育訓練、自律機構 與監視通報則提出作為參考。 |
英文摘要 | Internet Promotion is a new issue of administration. With its char- acteristics of low cost and pervasiveness, internet is no doubt one of the most popular instrument of promotion in the near future. In food and drug promotion on internet, however, we do see some conflicts to be resolved, such as: (a) should it be regulated as labeling or advertisement, (b) how to regulate the new issue of so called "hyperlink", (c) should we regulate direct sales on internet, (d) should we restrict the dissemination of clinical trial information, (e) how about international circulation of relevant information. Four rules regarding the administration of food and drug's information are examined: (a) fully disclosure rule (b) materiality rule (c) learned intermediary rule (d) informed consent rule. We see internet promotion should be more conformed to the rules of fully disclosure and informed consent, when both consumer protection and free speech issues are concerned. As a result, directions of legislation are also proposed: (a) balance approach of information regulation (b) multiple participants (c) education and training (d) self-regulatory organization (e) maket surveillance. |
本系統中英文摘要資訊取自各篇刊載內容。