Google is not the nature of "don't be evil": had promoting fake ads-Google, search, medical-IT information

Google's moral level high? It's almost a problem that is not an issue.

Recently, scholar Zheng yongnian, wrote a commentary in the China regulatory systems, it's always on the verge of failure, he believed that, in practice, national regulation of capital (or supervision States) are social, game between the capital and the Government. Transition from the raw capitalism of Marx's criticism to the welfare capitalism of today is not the logic of capital development, but a product of the social movements. Modern regulatory regime is established in order to curb capital "evil" nature, makes it good. When game balance, every aspect of society there will be problems.

Governance failures in certain areas of Chinese society, the fundamental reason is that game mechanics failure. In fact, in looking forward to Google after the high morals and high sense of social responsibility, immediately someone cited counter example: Google will be evil.

In 2009, Google's advertising Department for profit, initiative to help sell counterfeit drugs to avoid their company's compliance reviews, making a large number of counterfeit drugs, smuggling of prescription drugs, illegal drugs (such as steroids) advertising pages long full of its search page. The case FBI investigation, in 2011, Google stopped defending honestly paid a fine of US $ 500 million, and another $ 250 million against shareholders ' compensation. This highly profitable United States rapid cooling in medical advertising.

Since then, medical advertisements that appear on search page, Google is taking a more stringent management measures to limit. At present, if the advertising of prescription drugs, delivery is required to obtain United States Pharmacy Council (NABP) certification of online advertising, as well as to United States food and Drug Administration (FDA) database. This means: in the absence of professional medical ability to distinguish before the general public see the Google search results page from NABP and FDA Regulation has helped them to make the first line is crucial to the filter and filter.

In addition, the United States Congress passed legislation that grants medical and pharmaceutical advertising regulatory agencies FDA and FTC (United States Federal Trade Commission and the United States food and Drug Administration) supervision and investigation powers.

FDA was founded in 1906 by the United States Congress that the Federal Government, is dedicated to the food and Drug Administration's top law enforcement agency. FDA certification is world food and drug of highest detection standard, only declared of products after on human using products Hou of 143 a key detection points bit for monitoring, on 2 to 30,000 people continued 3-7 years of monitoring, completely through qualified of products, only will issued FDA certification; and Federal Trade Committee is is United States most with authority of integrated advertising management sector, they has right to Federal Court filed litigation, let Court freeze advertising main of assets to on consumers for compensation.

These two sectors, coupled with the implementation of the FBI capable of effective management of the phenomenon of illegal medical advertising. Organizations and departments perform their respective duties, avoided any part because of not self-discipline that might result from gross negligence.

So, back to the article issue from the beginning, Google's blood flowing, gene-Google is not more moral sense of moral and social responsibility, are the result of a game.

Comment, a green, efficient, compliant healthcare system, from government departments to hospitals, doctors, law enforcement, medical companies and advertising companies such as Google to work together. Americans are relatively standardized management of medical advertisements, are the result of years of legislative and legal systems to combat and punish and Division of labour the results of many institutions. This is a closely linked, the object of ecological relationships, Google is only but a part.

China's health care system needs to change, this is an on-going. Long process, blind worship of Google not conducive to establishing normal health care system. The blood of morality should be a result rather than the cause of good governance. Ecological needs each and every aspect of a good functioning requires a political control to legal regulation. Construction of ecological needs is to build a game space, social forces, give sufficient power play to their needs is the establishment of new political and business relationships; between the Government, enterprises and society must be allowed to play as an intermediary force of law.

谷歌并非天性“不作恶”：也曾推广假药广告 - 谷歌,搜索,医疗 - IT资讯

谷歌的道德水准高吗？这几乎是一个不成为问题的问题。

近日，学者郑永年写过一篇评论《中国监管制度为何总处于失败的边缘》，他认为，在实践上，国家对资本的监管（或者监管国家）是社会、资本和政府三者之间博弈出来的。从马克思所批评的原始资本主义转型到今天的福利资本主义并不是资本本身发展的逻辑，而是社会运动的产物。近现代监管制度的确立是为了遏制资本“恶”的本质，使其从善。当博弈失衡，社会方方面面就会出现问题。

中国社会在某些方面的治理失败，根本原因也就在于博弈机制失效。事实上，在憧憬过谷歌的高道德、高社会责任感之后，马上就有人举出反例：谷歌也会作恶。

2009年，谷歌的广告部门为了利润，主动帮助卖假药者规避其公司的合规审查，使得大量假药、走私处方药、非法药物（如类固醇）广告网页长时间充斥其搜索页面。本案由FBI负责调查，2011年，谷歌停止辩护，老老实实地交了5亿美元的罚款，又另交了2亿5000万美元作对股东的赔偿金。这让高利润的美国医疗广告迅速降温。

此后，对于出现在搜索页面上的医药广告，谷歌采取了更为严格的管理措施加以限制。目前，如果是处方药的投放广告，投放者必须首先获得美国药房理事会（NABP）的网络广告认证，同时连接美国食品药品监督管理局（FDA）的数据库。这就意味着：在没有专业的医药分辨能力的普罗大众看到谷歌的搜索结果页面之前，来自NABP与FDA的监管已经帮助他们做出了第一道也是至关重要的过滤和筛选。

此外，美国国会通过立法，授予医疗医药广告管理机构FTC与FDA（美国联邦贸易委员会和美国食品药品管理局）监管权力和查处的权力。

FDA成立于1906年，由美国国会即联邦政府授权，是专门从事食品与药品管理的最高执法机关。FDA认证是世界食品和药品的最高检测标准，只有申报的产品经过对人体使用产品后的143个关键检测点位作监测，对2到3万人持续3至7年的监测，完全通过合格的产品，才会核发FDA认证；而联邦贸易委员会则是美国最具权威的综合广告管理部门，他们有权利向联邦法院提起诉讼，让法院冻结广告主的资产以对消费者进行赔偿。

这两个部门，再加上执行的FBI，能够对医疗广告的各种违法现象进行行之有效的管理。各组织与部门的各司其职，避免了任何一环因为没有严于律己而可能造成的重大过失。

所以，回到文章一开始的问题，谷歌的血液里流淌着的，并非是更多的道德基因—谷歌的道德感和社会责任感，是一种多方博弈的结果。

有评论言，一个绿色、高效、合规的医疗体系，需要从政府部门到医院、医生、执法者、医药公司和谷歌等广告发布公司的共同努力。美国人现在相对比较规范的医疗广告管理，是多年立法和法律系统打击和惩罚的结果，也是多个机构分工合作的结果。这是一个紧密相联、环环相扣的生态关系，谷歌只是其中的一环。

中国的医疗体系亟需变革，这是一个持续的。长期的过程，对谷歌的盲目崇拜无益于建立正常有序的医疗体系。道德的血液应该是良好治理的结果而非原因。一个好的生态需要每个环节的正常运转，需要从政治控制走向法律监管。建构生态，需要的是建设博弈空间、培养社会力量，让其发挥足够的效力，需要的是新型政商关系的建立；在政府、企业和社会之间，必须让法律作为中介发挥力量。