論台灣違法或不當美容醫學廣告及行銷之管制

觀台灣現行醫療法與相關函釋對醫療廣告及行銷之管制規範可謂嚴格，然而違法或不當美容醫學廣告及行銷卻仍層出不窮。故本研究所要探討者係該問題之成因為何？是現行法規範內容未與時俱進，抑或行政執行不力，致管制美容醫學廣告及行銷成效不彰？後提出管制台灣違法或不當美容醫學廣告及行銷亂象之新方式。　　研究方法上使用文獻分析法，分析學術文獻、受處分之美容醫學廣告及行銷相關訴願決定書與判決書內容分析法，及實際檢舉違法美容醫學廣告及行銷之參與觀察法、外國規範比較法，藉此更了解現今實務對管制美容醫學廣告及行銷之運作模式，進而發現現行法規範漏洞及待加強處。　　本文以為，於不另⾏修法形況下，欲加強對美容醫學廣告及⾏銷之管制，應將醫療法、公平法、消保法三者原有之規範調和後，取其所⾧加以適⽤，才能達有效管制效果。若欲著手新增規範條文，台灣醫界自律可參考美國、媒體界自律可參考英國；若欲為醫療廣告及行銷立專法、以公平交易法管制美醫廣告及行銷，則可參考德國。

關鍵字

美容醫學廣告及行銷；不實廣告；醫療法；消費者保護法；公平交易法

並列摘要

Observing current Medical Care Act and related administrative rules, the regulation of medical advertising and marketing is strict; nevertheless, illegal or improper aesthetic medical advertising and marketing have occurred incessantly. Therefore, the purpose of this study was to find the root of the cause. Is the current regulation of aesthetic medical advertising and marketing unable to keep pace with the times, or due to the poor administrative implementation? Next, find new ways to solve this social disorder. The methods of this study are Comparative Law, Documentary Analysis, and Content Analysis of the final written decisions on an administrative appeal or judgements related to illegal aesthetic medical advertising and marketing subject to administrative penalties. And participant observation of reporting violating advertising and marketing in order to lead to a better understanding of how the government of the Republic of China (Taiwan) to regulate aesthetic medical advertising and marketing, and then find the loopholes of current law and how they could be improved. The results of this study would provide useful information in drawing related regulations, policies and management strategies.