의료광고에 대한 법적 규율

정규원 ( Kyu Won Jung ) 한양대학교 법학연구소 2014 법학논총 Vol.31 No.3

Medical Advertisement is one of the important methods to get medical information and to help appropriate and free decision of patient. Also, it is a kind of activity of medical professionals to perform their jobs. However, medical practice has some different characteristics from other goods, very specialized activity, imbalance of information between medical professionals and patients, etc. Because of these characteristics, medical advertisement should be regulated. Historically, the method of regulation of medical advertisement had been done through positive model, that means ban of medical advertisement in principle and exceptional allow of medical advertisement. According to the basis of justification of medical practice changes, paternalism to autonomy, the method of regulation of medical advertisement has moved to negative model, allow in principle and exceptional ban. Even though the change of regulation model, there have been hot debates surrounding medical advertisement, because of the limits of allowance and criminal punishment. In this article, I discussed the current Acts and cases which are relevant to medical advertisement and proposed some standards and framework of regulation of medical advertisement.

의료제품의 광고 사례 검토를 통한 규정 연구

김현숙,채정우,정혜광,윤휘열 忠南大學校 醫藥品開發硏究所 2019 藥學論文集 Vol.34 No.-

Medical products can be listed as pharmaceutical drug, quasi drug, cosmetics, and medical devices and are managed by Ministry of Food and Drug Safety in South Korea. These are regulated by Pharmaceutical Affairs Act, Cosmetics Act, and Enforcement Regulations of the Medical Device Act. The goals of this study were to investigate, analyze, and compare domestic and international regulations for medical products. Medical products that presented the huge difference from the international advertisement regulation were prescription drug and quasi drug. Countries that had a category like the quasi drug were South Korea and Japan and other countries managed it within diverse advertisement regulations of drug, cosmetics, and medical devices. Advertisement for pharmaceutical drug and medical devices should get preliminary review. However, there was no regulation for reviewing the advertisement of quasi drug and no mandatory for self-review system in the advertisement of cosmetics. Review cases or statistics related to advertisement for the OTC drug(over the count drug) presented the biggest increasement in the online advertisement compared to other media and for the medical devices presented the most cases in the online advertisement compared to other media. Considering recent trend that the internet is one of the easiest media to access, we should equip relevant regulations in diverse ways. In analyzing violation cases, making consumers misled or falsely exaggerated advertisement was the most frequent violation cases regardless of the type of the medical products. Particularly, there were several cases of advertizing prescription drugs that originally prohibited, surprised cases of advertizing the quality and function of cosmetics without having scientific proof, and frequent case of advertizing medical devices exaggeratedly. We should pay attentions to the problematic situation that these violation cases causes consumers’ misuse for medical products. Medical products can cause severe side effects when consumers misuse and be a harmful factor for people’s health. Considering it, preliminary review system should be maintained for drugs and medical devices and the preliminary review system should be changed. In other words, we should employ self-regulated system maintained by non-governmental review group. In addition, we should consider actions to strengthen the post regulation after preliminary review system in the international trend. Moreover, administrative innovations should be implemented by strengthening ex post regulation system such as intensive monitering of having historical management for false and exaggerated advertisement and strengthening administrative disposition based on the analysis for advertisement violation cases by each type of medical products. A systematic guideline for education or advertisement should be equipped for observing relevant regulation. Medical industries should consider not only having financial benefits but taking efforts in decreasing victims by advertizing the medical products within relevant regulation and maximizing non-governmental efforts.

의료광고 관련 의료법 개정과정의 문제점과 의료광고 사전심의제도 등의 개선방안

곽명섭 ( Myung Sub Kwak ) 한국법정책학회 2010 법과 정책연구 Vol.10 No.1

Medicine, unlike regular products or services, is greatly influenced by the professionals and has the tendency for asymmetric information disclosure. Therefore, even when advertisements are permitted, rational decision making is difficult and there is a high possibility of distorting consumer decisions. It is perceived that such distinctive characteristics lead to the inevitable controls on the ways and contents of medical advertisement. On October 27th 2005, medical law regulation on medical advertisement was found unconstitutional at the Constitutional Court. And three years have passed since the revised medical law (April 4th2007), which roots on the conversion from prohibition in principle to permission in principle and the introduction of pre-review system, was implemented. Even though much of the confusion during the early system implementation period seems to have settled down, there still exist many core problems due to the institutional limitation. The revision process of medical law on medical advertisement, hastily pushed ahead to fill the legislative gap caused by the external factor via the Constitutional Court, carries many descriptive legislative problems. The reform of medical advertisement pre-review system, which is still disputed over its unconstitutionality, is needed in order to tackle the problems. Rather than consigning government`s authority to private sector, autonomic private organization should entirely take charge. And the review organizations currently dispersed throughout different health care providers should be integrated and put together in order to enhance review`s fairness, unity, and efficiency. Also, the permission scope of the medical advertisement should be extended by eliminating overlapping matters among legislations through the reevaluation of prohibited advertisement types conforming to the medical advertisement reform purpose. The scope of the medical advertisement principle agent should be expanded to medical institution establisher, and while television advertisement is permitted, false or exaggerated advertisement should be prevented. Also by categorizing illegal medical advertisement by types, clear determination of punishment code should be settled.

미디어시대의 의료광고 규제, ‘전파가능성 법리’의 문제점과 개선방안 ― 대법원 2016. 6. 23. 선고 2014도16577 판결 [의료법위반]을 중심으로 ―

남윤창 ( Nam Youn Chang ) 연세대학교 법학연구원 의료·과학기술과 법센터 2018 연세 의료·과학기술과 법 Vol.9 No.2

의료의 비영리성과 공공성 측면, 그리고 의료광고 집행으로 인한 의료비용 증가를 이유로 의료광고는 전통적으로 많은 규제를 받아 왔다. 그러나 의료소비자로서 국민의 알 권리와 자기결정권의 보호를 강조하고 의료인의 언론ㆍ출판의 자유 및 직업수행의 자유의 측면이 강조되면서 의료광고를 보다 폭넓게 허용하게 된 이래로 의료광고 영역에서의 규제 정도와 방식은 많은 논란의 중심에 서 있었다. 특히 인터넷 미디어 시대의 도래와 함께 국민들의 건강정보에 관한 수요가 크게 증가하고 이에 따라 의료기관들 역시 광고를 경쟁력 강화를 위한 주요 수단으로 인식하게 되면서 의료 마케팅 영역에서도 급속한 변화가 이루어졌다. 2015년 의료광고 사전심의제도 위헌 결정은 이러한 논의의 연장선상에서 의료 광고 역시 표현의 자유의 대상이 될 수 있음을 명백히 하였으나 불법 의료광고가 폭증하는 등 부작용이 명백하게 드러나게 되었다. 전통적인 인쇄광고에서 벗어나 SNS와 같이 새로운 미디어를 적극적으로 활용하며 뉴스형 광고, 블로그 후기 글 작성 등 다양한 유형의 광고들이 나타나는 가운데 현 제도는 이를 규율하기에 충분하지 않아 불법ㆍ과장 의료 광고를 사실상 방치하고 있다는 비판이 제기되었다. 이에 따라 2018년 9월 28일부터 의료광고사전심의제도가 재도입되어 시행될 예정이다. 이에 본 연구는 기존의 대법원 판례가 의료광고 여부를 판단함에 있어 사용하는 ‘전파가능성 법리’가 향후 심의기구들에게도 주요한 표준규범으로 활용될 수 있는지를 알아보기 위하여 판례를 통하여 그 한계와 타당성을 검토하였다. 본 연구의 대상판례에서 대법원은 의료인의 거짓 경력에 관한 의료광고가 존재하는지가 문제된 사안에 관하여 전파가능성 법리를 활용하여 이를 부정하였다. 그러나 이에 관하여 다음과 같은 문제점이 제기된다. 첫째, 개념적으로 다의적인 해석이 가능하여 동일한 기준을 가지고도 다르게 해석할 수 있는 여지가 있다. 둘째, 새로운 미디어 매체들의 특성을 충분히 반영하지 못하여 전파가능성 자체를 잘못 판단할 여지가 크다. 특히 이와 관련해서는 전통적인 방식의 인쇄광고와는 달리 인터넷ㆍ미디어 기반의 매체들의 경우 정보들과 해당 정보를 전하는 매체 자체가 상호간에 결합하고 일체화되어 전파가능성을 증대시킬 여지가 있다. 본 연구에서는 이러한 문제점들을 바탕으로 판례의 사실관계를 다시 분석해보면 대법원의 결론과는 다르게 충분히 전파가능성을 인정할 수 있다는 점을 지적하였다. 의료광고의 적절한 활용을 통하여 국민의 알권리를 증진하고 의료인들의 직업의 자유를 충분히 보장하면서도 동시에 국민들의 건강권을 충분히 지키기 위해서는 단순히 제도를 만드는데 그치지 않고 이를 지속적으로 보완하며 관리할 필요가 있다. 전파가능성 법리의 한계를 극복하고 일관성 있는 해석 기준을 정립하는 것은 재도입되는 사전검열제도의 원활한 운용을 위해서 필수적이다. 향후 미디어 시대의 특성에 맞추어 탈법적인 SNS 상담이나 후기 글 작성 광고 등 새로운 유형의 의료광고 규제에 관한 후속 연구와 정부와 현장, 의료계 차원의 공동 대응이 요청된다. Advertisements for medical services have been always been restricted due to the non-profitability or public character commonly associated with the medical sector, and also the fact that advertisements do increase medical service prices. However in recent years this practice has come under fire, as the consumers’ right to know or the freedom of speech for medical personnel are more prioritized. Furthermore as online media continues to feed consumers with information, the medical sector also recognizes the importance of advertising to enhancing competitive advantages by themselves. The Constitutional Court medical advertisement prior review case deciding that medical advertisement is also within the scope of freedom of expression which is protected under Article 21 (1), and censorship is absolutely prohibited under Article 21 (2). However the illegal medical advertisements spreads all over the internet and other media. There has also been criticism of these old monitoring systems that left behind by day and that government is not providing the environment necessary for regulating varieties of new types of advertisements. So the medical advertisement pre-review system has reintroduced and it will begin from September 28th 2018. So this study is focused on the problems and improvement methods of the Theory of Propagation Possibility which is applied in judging the medical advertisement. The limitations and improvement will offer the standard rule to the private sector, autonomic private organization who will be in charge of preventing false or exaggerated advertisements in the newly adapted pre-review system. The court decision on the issue of false medical advertisement using false career is reviewed in the study. Even though the court denied the medical advertisement that it does not applied to simple notice according to the theory of propagation possibility. However issues can arise in terms of disentangle false medical advertisement form formal notice or signs. At first, the fact relevance can be interpreted in many ways than one even if using the same theory. Second, the character of new media needs to be analysed in different ways compared to the old printing based media. The court made a broad or narrow interpretation of the law due to the communicability that doesn't match any other existing advertisement media. In addition, the internet based media connect information, information and media among themselves which causes unification, distortion and growth of the propagation possibility. Considering these facts, this study point out that different conclusion can be made even using the same theory. It is necessary to keep regulations more concise and understandable in order to ensure the right to know and the freedom of occupation in the medical field while protecting the health-care system of people. Overcome the limitations and problems of the theory of propagation possibility in medical advertisement decision is essential part of successful managing for the newly adapted pre-review system. It is key element to consider for the reform of medical advertising regulation in the media era. More public-private cooperation is needed to respond to the false and illegal medical advertisement.

의료광고 플랫폼의 법적 쟁점과 정책 과제의 방향

황성기 한국공법학회 2024 공법연구 Vol.52 No.3

This article presents the concept of a medical advertisement platform, legal issues related to the medical advertisement platform, and the basic direction of the policy tasks of the medical advertisement platform. The key contents are summarized as follows. First, in principle, medical advertising through medical advertisement platforms should not be considered cases where medical advertising is done by persons other than medical institutions or medical practitioners. Second, when comprehensively considering the Constitutional Court's decisions on medical law provisions related to the regulation of medical advertising, it should be considered constitutionally difficult to ban medical advertisements that convey objective facts, such as prohibiting advertisements that display non-covered treatment costs of medical institutions. Third, the medical advertisement prior review system stipulated by the current medical law can be evaluated as being improved to include most media outlets within the scope of review. Of course, there are still media that are excluded from the scope of prior review, but it may be appropriate to view this issue as an issue of ‘realistic reviewability’ rather than a problem of ‘logical and institutional system consistency’ of the medical advertisement prior review system. Fourth, the current medical advertisement review system is still designed in such a way that the state strongly intervenes, so it is difficult to evaluate that independence and autonomy in medical advertisement prior review are secured in the full sense. Fifth, prohibiting medical advertisement through self-regulation that is explicitly permitted by law or that has been normatively judged to be permitted through court precedent and government authoritative interpretation is excessive regulation or infringement of constitutional rights by private individuals. Problems may arise. Sixth, in relation to regulatory methods to effectively block the distribution of illegal medical advertisements, it is necessary to consider the introduction of the so-called ‘Notice & Take Down’ system. However, the regulatory system should not be designed in a way that imposes general and active monitoring obligations on illegal medical advertisement on platforms. Seventh, when drafting and designing regulations or policies for medical advertisement platforms, it is desirable to allow as widely as possible other than strictly necessary regulations regarding the content and methods of medical advertising. 이 글에서는 의료광고 플랫폼을 “의료광고를 매개하는 인터넷 홈페이지, 모바일 응용프로그램 및 이에 준하는 전자적 시스템”으로 정의하였다. 법적 쟁점으로는 의료광고 플랫폼을 통한 의료광고의 허용 문제, 객관적인 사실 자체를 전달하는 의료광고의 규제 문제, 의료광고 심의제도 문제, 불법의료광고 규제방식의 문제 등을 검토하였고, 마지막으로 의료광고 플랫폼의 정책 과제의 기본적인 방향을 제시하였다. 이상에서의 논의의 핵심내용을 정리하면 다음과 같다. 첫째, 원칙적으로 의료광고 플랫폼을 통한 의료광고는 의료기관 또는 의료인이 아닌 자가 의료광고를 하는 경우에 해당되지 않는다고 보아야 한다. 둘째, 의료광고 규제와 관련된 의료법 조항들에 대한 헌법재판소의 결정례 등을 종합적으로 고려할 때, 의료기관의 비급여 진료비용을 표시하는 광고 자체를 금지하는 등 객관적인 사실 자체를 전달하는 의료광고를 금지하는 것은 헌법적으로 허용되기 힘들다고 보아야 한다. 셋째, 현행 의료법이 규정하고 있는 의료광고 사전심의제도는 사실상 대부분의 매체가 심의대상 범위에 포함되는 방향으로 개선된 것으로 평가할 수 있다. 물론 여전히 사전심의의 대상 범위에서 제외되고 있는 매체가 존재하지만, 이 문제는 의료광고 사전심의제도의 ‘논리적・제도적 체계정합성’의 문제라기보다는 ‘현실적인 심의가능성’의 문제로 보는 것이 적절할 수 있다. 넷째, 현행 의료광고 심의제도는 여전히 국가가 강력하게 개입하는 방식으로 설계되어 있어서, 완전한 의미에서의 의료광고 사전심의의 독립성・자율성이 확보되어 있다고 평가하기 힘들다. 다섯째, 법률에서 명시적으로 허용하고 있는 것 혹은 법원의 판례 및 정부의 유권해석을 통해 허용된다고 규범적 판단이 이루어진 의료광고를 자율규제를 통해서 금지하는 것은 과도한 규제 혹은 사인(私人)에 의한 기본권 침해 문제가 발생할 수 있다. 여섯째, 불법의료광고의 유통을 효과적으로 차단하기 위한 규제방식과 관련하여서는, 소위 ‘통지 및 차단조치’(Notice & Take Down) 시스템의 도입을 고려할 필요가 있다. 다만 불법의료광고에 대한 일반적・적극적 모니터링 의무를 의료광고 플랫폼에게 부과하는 방식으로 규제시스템이 설계되어서는 안된다. 일곱째, 의료광고 플랫폼에 대한 규제나 정책을 입안・설계함에 있어서는, 의료광고의 내용이나 방법 등에 있어서 꼭 필요한 규제 이외에는 가능한 폭넓게 허용하는 것이 바람직하다.

시론/의료광고사전심의제도

박영만 대한의사협회 2008 대한의사협회지 Vol.51 No.7

Medical advertisement had been prohibited for more than 50 years in Korea. On Oct 27, 2005 the Constitutional Court decided that complete ban of medical advertisement is against the Constitution so that medical advertisement should be permitted with some regulations. According to the decision, the Medical Advertisement Committee was established to precensor the medical advertisements. Doctors, medical institutions and medical corporations can advertise their careers, skills, and instruments after passing censorship of Medical Advertisement Committee. But passing censorship does not justify everything. The Medical Advertisement Committee considers whether the advertisements meet the minimal conditions of the regulatory laws. So the veracity of informations depends on advertiser’s responsibility. If the information on advertisement is not scientifically true, the advertiser will be blamed for the falsity even though his advertisement had passed censorship. Also, Medical Advertisement Committee reviews advertisements in newspapers and magazines mainly, not on web pages. So the regulation of advertisements on web pages is carried out indirectly by consumer groups. The medical advertisement has just begun and the freedom of expression needs some trial and error.

광고정보원 유형과 모델 인지도 및 소구 방법에 따른 의료광고 효과

유승엽,김은희 한국소비자·광고심리학회 2005 한국심리학회지 소비자·광고 Vol.6 No.3

본 연구는 최근 국내 언론보도를 통해 의료광고가 허용된다는 시점에서 의료광고에 관한 효과를 검증하고자 하는 목적에서 이루어졌다. 먼저, 광고의 메시지를 전달하거나 소비자를 설득하는 정보원의 유형에 따라 의료광고효과에 차이가 있는가를 알아보고자 하였으며 이러한 정보원의 인지도 즉 유명도에 따라 의료광고효과에 어떠한 차이가 있는지 확인하고자 하였다. 또한 이성과 감성적 메시지의 소구 방법에 따라 의료광고효과에 차이가 있는가를 검증하고자 하였다. 이를 위해 2×2×2 요인설계를 통해 8가지 의료광고 인쇄광고물을 제작하여 실험을 실시하였다. 연구결과는 첫째, 의사 정보원과 연예인 정보원의 의료광고효과(인지, 태도, 행동)는 차이가 나타나지 않았다. 둘째, 유명인 광고모델이 비유명인 광고모델보다 의료광고의 인지반응효과가 높게 나타난 반면 광고태도와 구매의도에서 유의미한 차이가 나타나지 않았다. 셋째, 정보원의 전달 메시지 소구 방법에 따라 이성적 메시지와 감성적 메시지의 의료광고의 효과를 알아본 결과 이성적 메시지 소구가 감성적 메시지 소구 방법보다 의료광고효과가 높은 것으로 나타났다. 이러한 연구결과를 토대로 의료광고를 기획하고자 하는 기획자나 제작자에게 효과적인 의료광고 제작 전략을 제안하였다. Recently the medical advertising was permitted through mass media. This study was intended to verify the effects of the medical advertisement. The purpose of this study was to examine the message sources, model recognition and appeal type on the advertising effectiveness in medical advertisement. That is, the effects on the difference in medical advertisement according to a message source type and the recognition of the advertisement model and message appeal type has an influence on the medical advertisement. For this study, eight medical advertisements were manufactured. The subjects who participated in this experiment were 400 university students. The subjects were randomly assigned to eight treatment conditions associated with equivalent sex group. The advertising effectiveness measured attention, recognition, attitude and behavior of subjects. The results show that the significantly difference did not exist the advertisement effects according to a message sources. Second, The significantly difference appeared in the recognition reaction according to an advertisement model types and attitude of advertising and purchasing intention did not exist. Third, Rational appeal is more efficient than a emotional appeal in medical advertisement. We try to propose efficient medical advertisement manufacture strategy and the direction with efficient medical advertisement planning programming.

의료광고 사전심의제도에 관한 법적 고찰

권용진,임영덕 유럽헌법학회 2011 유럽헌법연구 Vol.10 No.-

‘의료인ㆍ의료기관ㆍ의료법인이 의료서비스에 관한 사항과 의료인ㆍ의료기관에 관한 사항을 신문, 잡지 등의 매체를 이용하여 소비자에게 널리 알리거나 제시하는’ 의료광고는 국민의 건강권을 보호하기 위하여, 의료광고심의위원회에 의한 사전심의를 통과하여야 비로소 광고할 수 있다. 이는 잘못된 의료광고는 국민의 건강권에 심각한 침해가 있을 수 있다는 측면을 감안하면, 의료제품이나 의료서비스에 있어서 광고의 객관성과 신뢰성은 다른 분야에서 보다도 더욱 강하게 담보되어야 한다는 사상에 기초한 규제이다. 그리고 최근 의료법 개정을 통하여, 의료광고의 사전심의를 거쳐야 하는 의료광고의 범위를 더 확대하였다. 이는 우리 입법자들은 의료 광고시장의 자정기능에 대하여 여전히 뿌리 깊은 불신을 가지고 있으며, 의료광고에 있어서만큼은 사상의 자유시장(the marketplace of ideas)의 기능에 대하여 신봉하지 못하는 것 같아 보인다. 그러나 이와 같은 규제로 말미암아 의료광고를 통하여 알릴 수 있는 의료정보는 더 많이 제한될 것이며, 앞으로도 의료광고가 의료정보의 비대칭성을 완화시키는데 있어서 제대로 기능하지 못하게 될 것이다. 의료공급자원이 부족했던 과거와는 달리, 현재는 의료공급과 의료수요가 어느 정도 균형을 이루고 있다. 이로 인하여 현대 사회의 환자들은 수동적 의료수급자에서 벗어나, 적극적인 의료소비자로 거듭나게 되었다. 적극적인 의료소비자로서 올바른 선택을 하기 위하여 의료광고와 같이 소비자에게 정보를 제공하는 주된 통로는 활성화되어야 하며, 이로써 의료정보의 비대칭성을 해소되어야 할 필요가 있다. 이러한 현실적 변화에 발맞춰 정책의 변화가 필요하다. 그리고 현재와 같이 의료광고에 대하여 필수적으로 사전심의를 거치도록 하는 제도는 우리 헌법상 검열금지 원칙에 위배될 소지가 있다는 의심으로부터 자유롭지 못하다. 뿐만 아니라, 인터넷 등의 새로운 매체를 통하여 의료광고가 봇물처럼 쏟아져 나오는 현재의 상황에서도 적합하지 못하다. 다양한 매체의 의료광고 전체를 일일이 사전심의 하는 제도는 현실적인 규제의 효율성 측면에서도 적합하지 못하며, 실현가능성에 있어서도 문제를 가지고 있다고 보여 진다. 또한, 현재 의료법상 의료광고에 대한 규제구조를 본다면, 의료제품과 의료서비스에 관한 비합리적인 정보를 규제하고 소비자가 합리적인 선택을 할 수 있도록 하는 주체를 여전히 정부(보건복지부장관)로 상정하고 있다. 이에서 보면 우리의 의료광고 규제체계는 시민사회의 성숙성과 자정능력에 기초한 자율규제 체계 자체를 왜곡시켰다는 비판으로 부터도 자유로울 수 없다. 여기서는 이렇게 다양한 측면에서 문제가 제기되는 우리의 의료광고 규제체계에 대하여 비판적으로 검토하고, 적합한 의료광고 규제체계의 대강에 대하여 제언하도록 할 것이다. The purpose of this article is to review legally the advertisement for a medical service. In the MEDICAL SERVICE ACT of Korea, there is a regulatory system for the advertisement of medical service. Any medical corporation, institution, or physician, shall not run an advertisement for medical service. And physician shall not run an advertisement for medical service, which falls under any of article 56(2)'s advertisements. In addition, in Korea, each advertisement to be operated by any medical corporation, institution, or physician shall pass a prior review of the Minister of Health and Welfare in regard to its details, method, etc. A prior review of speech may be in violation of constitution. Because, in CONSTITUTION OF THE REPUBLIC OF KOREA article 21(2), licensing or censorship of speech and the press shall not be recognized. Even though an advertisement of medical service has a special trait (e.g. a commerciality; characteristics of the medical area; the prior restraint system against the advertisement of medical service) may be an unconstitutional censorship. The Minister of Health and Welfare may entrust affairs pertaining to the review to the organization established pursuant to MEDICAL SERVICE ACT article 28. Thus the political neutrality of the organization might be considered legally. Because the objectivity of review is related to the political neutrality of the organization. A person, intends to undergo a review, shall pay a certain amount of fee prescribed by Ordinance of the Ministry of Health and Welfare. However, everyone, intends to advertise in the area of medicine, must pay a gratuitous fee. That makes the problem of equality of the constitutional law. In conclusion, the prior restraint system for the advertisement of a medical service has many problems. We need to approach the regulation in the advertisement of medical services in a new perspective.

일본의 의료광고 규제

이호용(Lee, HoYong) 한양법학회 2012 漢陽法學 Vol.23 No.2

Advertisement has profit-making function but get solved information asymmetry between supplier and demander about goods and services to do best useful selection. However, sometimes by the character of demand object advertisement is restricted. Excess advertisement can hurt selection possibility, Representative of this is medical advertising. Medical is as typical field in that “consumer’s ignorance” act, evils of so called medical nemesis occur easily. Korea loosen regulation of medical advertising widely after medical advertising on medical law is unconstitutional by Constitutional Court in 2005. Medical law reformation of Japan effect on this fairly. In Japan, 1992 when information society begin, through the second revised medical law, medical advertising is deregulated to some degree to cope with information society. In this revision the viewpoint of “To be accepted is to be admitted and the others are banned” is emphasized. In the third revised medical law of 1997 medical advertising is deregulated in view point of promotion of medical information “in sides of patients.” At that time “informed consent” had been emphasized in the same reason. In the 4th revised medical law of 2001 medical advertising is deregulated as following, homepage-address of medical agency, medical treatment methods, the number of operation. In the 5th revised medical law of 2007 in the view point of medical consumer protection medical information and advertising deregulation is tried of suffers to select more profer medical agency. Specially regulation system of objects of medical advertising was changed from list-up to general regualtion, that is most characteristic contents of this revision. In theory study on medical advertising regulation in judicial case and academic world, “medical advertising as commercial expression, if its truth is guaranteed, is secured about the same as the freedom of expression.”has been discussed.

Study of the Prior Review System about Medical Advertising on the Existing Laws

Kim, Woon-Shin,Joung, Soon-Hyoung 한국컴퓨터정보학회 2016 韓國컴퓨터情報學會論文誌 Vol.21 No.6

This study tries to seek the is the realistic improvements and legislative measures about current medical advertising which was in the Court on 12 May 2015 by presenting and discussion the understanding, problems and its alternative direction of pre-deliberation on the existing law which is the decision on the constitutionality of health care advertising regulated health care advertising General commercial advertising has the right which have to be protected as the terms of the protection of know and freedom of expression and advertiser's there are sure to be in a value to be protected. Medical advertising is also a person in addition to the absolute value that includes both Due to the particularity of medical advertising in terms of life and the right to health Until now, this has been the target of strong regulations are changing the policy of gradual deregulation in our country, including the country. Medical advertising on the current medical law had been to be checked by pre-deliberation of the executive power. However, due to unconstitutional, in the circumstances which a false hype is flooding and increasing, it has been realized that the fair competition of medical community, life and health rights of the people are threatened by in reverse. In this regard, the abolition of the pre-deliberation system of medical advertising can be welcomed by abolition of the old system which is the legal and institutional censorship. Since its abolition, the alternative policy direction is insufficient also it is not clear. Therefore we need to study this. Therefore, in this paper, we try to find general theoretical background and problem of pre-deliberation system of medical advertising. Also, as trying to find feasibility or ambiguity of regulation and issues about medical advertising on medical law, we argued the provision of special measures of the medical advertising for introduction of integrated medical advertising deliberation committee which can ensure the independence and autonomy, strengthening of the monitoring on the internet advertising, legal resolving through amendments, strengthening of penalties, and establish special measures of medical advertising for the medical privatization and demand for the foreign medical tourist, etc. Empirical study about practical regulatory measures of medical advertising which converged the various opinions of consumer groups, government and academia, and medical community, and we expect hope to see the more realistic alternative provision.