Integration and Innovation: The Reference of Macao's PharmaceuticalAdvertising Law to the Legislation in the Mainland
RAN Qiuchen
(1.Beijing University of Chinese Medicine Oriental College, Langfang, Hebei 301739)
[Abstract]: Since its return in 1999, the Macao Special Administrative Region has, under the guidanceof the "One Country, Two Systems" policy, demonstrated a dual attribute of integrating the continentallegal system tradition with local characteristics, gradually forming a distinctive legal regulatory systemfor pharmaceutical advertisements. As a former Portuguese colony, Macao inherited the characteristicsof the Portuguese written legal system while emphasizing the systematicness and logic of its legalsystem. This article traces the development process of relevant laws in Macao regardingpharmaceutical advertisements, analyzes the innovations in the regulatory framework, rule content,and law enforcement methods, and explores its reference value for the legislation of pharmaceuticaladvertisements in the mainland. The research reveals that Macao, while adhering to the basic color ofthe continental legal system, also absorbed the flexible practices of the common law system,establishing a diversified governance model centered on the "Consumer Protection Code" andsupplemented by industry self-regulation. It has formed unique advantages in issues such as how todetermine false advertisements and cross-border advertising supervision. The mainland can draw onMacao's experience, optimize the system by improving the legislative framework, innovatingregulatory methods, strengthening consumer protection, and promoting the alignment of rules in theGuangdong-Hong Kong-Macao Greater Bay Area, so as to better regulate pharmaceuticaladvertisements and truly safeguard the bottom line of public medication safety.
[Key Words]: Pharmaceutical Advertising Law; Consumer Protection; Cross-border Supervision;Guangdong-Hong Kong-Macao Greater Bay Area
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