保健食品及相关食品典型案例分析
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(1.国家市场监督管理总局发展研究中心 北京 100089;2.北京中医药大学管理学院 北京 100029;3.烟台市口腔医院 山东烟台 264000)

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国家市场监督管理总局科技计划项目(2022MK167)


Typical Case Analysis of Health Food and Related Food
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(1.Development Research Center of the State Administration for Market Regulation, Beijing 100089;2.School of Management, Beijing University of Chinese Medicine, Beijing 100029;3.Yantai Stomatological Hospital, Yantai 264000, Shandong)

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    摘要:

    本研究旨在通过分析我国食品行业专项行动中保健食品及相关食品典型案例,客观反映食品及保健食品行业存在的问题,并提出相应的监管政策建议。收集整理自2018年3月13日后国家市场监督管理总局官方网站公布的112例与保健食品相关的典型案例。运用Excel 2016软件对案例的总体情况、地域分布、销售方式、目标人群、涉案金额和案件类型进行统计性描述,运用词频图对典型案例中产品功能声称进行可视化描述。发现保健食品及相关食品典型案例涉及25个省(市、区),地域分布广泛,其中涉及浙江、四川和上海的案例最多。销售方式主要包括批发和零售、网络销售和会议营销。老年人群体是保健食品及相关食品典型案例中的主要受害群体。典型案例中涉案金额较大,且普通食品虚假宣传冒充保健食品或者药品问题严重。此外,还存在保健食品虚假宣传和网络销售不规范等问题。针对保健食品及相关食品存在的问题,提出以下监管政策建议:1)加强对产品功能声称的监管,统筹完善食品声称管理体系。2)提高各主体对产品定位的认知,明确产品的属性和功能。3)整治虚假宣传行为,加强对网络销售平台的监管。

    Abstract:

    The purpose of this study is to objectively reflect the problems in the food and health food industry by analyzing the typical cases of health food and related food in the special action of China's food industry and put forward corresponding regulatory policy suggestions. Excel 2016 software was used to make a statistical description of the overall situation, geographical distribution, sales mode, target population, amount involved, and case type of the case, and a word frequency graph was used to visually describe the product function claims in typical cases. It was found that the typical cases of health food and related food involved 25 provinces (cities and districts), with wide geographical distribution, among which Zhejiang, Sichuan, and Shanghai were the most cases. Sales methods mainly include wholesale and retail, online sales, and conference marketing. The elderly group is the main victim group in typical cases of health food and related food. In typical cases, the amount involved is large, and the problem of false publicity of ordinary food posing as health food or medicine is serious, in addition, there are also problems such as false publicity of health food and irregular online sales. Given the problems existing in health food and related food, the following regulatory policy suggestions are put forward: 1) Strengthen the supervision of product function claims, and improve the food claim management system. 2) Improve each subject's cognition of product positioning and clarify product attributes and functions. 3) Rectify false propaganda and strengthen the supervision of online sales platforms.

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田明,王玉伟,冯军,李瑞锋,李晓朋,董雨桐.保健食品及相关食品典型案例分析[J].中国食品学报,2024,24(1):487-496

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  • 收稿日期:2023-12-01
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  • 在线发布日期: 2024-02-19
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