의료소비자 보호를 위한 의료광고 개선방안

Competition is expected to intensify amid the mainstream of the enlargement, specialization, openness and commercialization of medical institutions, and medical marketing utilizing medical advertising as a strategy to survive this infinite competition is continuing to increase. Because advertising is inherently inclined to maximize advertisers’ profits, it is highly likely that health care benefits will also be highlighted in health care advertising. Since medical practice is directly linked to human life, disadvantages such as side effects should also be important factors for consumers’ judgment, rather than the advantages of medical services. Health care has a strong public nature because it is closely related to the health and life of the people. Thus, unlike the general advertisements that emphasize commercialism, medical advertisements are legislated against medical advertisements in the medical law due to the need for strict regulations damage caused by false and exaggerated medical advertisements is impossible for medical consumers to recover from their original condition, and thus should be legal and institutionalized, different from general. The purpose of this paper is to point out the problems of medical advertising and to seek Improvement.