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随着科技期刊市场化、产业化进程的加快,我国医学期刊广告数量出现逐年快速增长势头。但医学期刊不同于其他任何种类的科技期刊,其广告将面临多种矛盾冲突。通过对国外医学期刊广告的调查发现,部分广告内容存在明显的虚假和错误、广告数量巨大以及广告比例不当的情况,这有背于国际生物医学期刊编辑委员会(ICMJE)的相关规定。笔者认为.应该增强对期刊广告内容进行审查的力度,同时各级有关部门应该共同确定合适的医学期刊广告篇幅,在确保医学期刊的经济效益同时,应强调其社会效益。
With the marketization of sci-tech periodicals and the acceleration of industrialization, the number of advertisements in medical journals has been increasing rapidly year by year. However, medical journals differ from any other type of journals in science and technology and their advertisements will face many conflicts. A survey of advertisements in foreign medical journals found that there are obvious falsehoods and mistakes in some of the advertisements, the huge number of advertisements and the inappropriate proportion of advertisements. This is in accordance with the relevant provisions of the International Journal of Biomedical Periodical Editing (ICMJE). The author believes that we should strengthen the periodical review of advertising content, at the same time, relevant departments at all levels should work together to determine the appropriate length of medical journal advertising, while ensuring the economic benefits of medical journals should also emphasize its social benefits.