The statutory prohibition of advertising of the pharmacy and its activity: legal and economic approach

Michał Jachowicz, Michał Kobylarz, Piotr Podsiadło

DOI: http://dx.doi.org/10.12775/EiP.2020.044

Abstract


Motivation: On a macroeconomic scale, competitiveness is conditioned by both the actions of institutions at the central level, decisions taken by the legislative and executive authorities, as well as the potential of entrepreneurship, which is diversified depending on the level of socio-economic development of society. In turn, the economic, legal and administrative environment created by the state has a significant influence on the possibilities and way of conducting economic activity, because this environment shapes the external factors of the enterprises competitiveness.

Aim: The purpose of this article is the legal-economic analysis regarding advertising of pharmacies and their activities, taking into account a broad spectrum of doctrinal and jurisdiction views. The subject of the analysis is the function and significance of advertising as shaping the potential of enterprise competitiveness in the context of pharmacy activity. The article uses the method of legal regulation analysis.

Results: Taking into account the admissibility of the statutory limitation of the principles of shaping an enterprise competitiveness potential, the necessity should be emphasized of correct interpretation of the law, taking into account the objectives of the introduced restriction and applying only a proportional and adequate mechanism for sanctioning its infringements. In the context of the activities of pharmacies, as public health care facilities, the above remarks have special significance. The undisputed supremacy of the public purpose of a pharmacy activity can not deny the importance of an economic goal as the basic mechanism of an enterprise activity, the achievement of which is an economic guarantee of the public purpose implementation.


Keywords


advertising; competitiveness; enterprises; national economy; pharmacy activity

Full Text:

PDF

References


Aguilera-Caracuel, J., & Guerrero-Villegas, J. (2018). How corporate social responsibility helps MNEs to improve their reputation: the moderating effects of geographical diversification and operating in developing regions. Corporate Social Responsibility and Environmental Management, 25(4). doi:10.1002/csr.1465.

Aikin, K.J., Betts, K.R., O’Donoghue, A.C., Rupert, D.J., Lee, P.K., Amoozegar, J.B., & Southwell, B.G. (2015). Correction of overstatement and omission in direct-to-consumer prescription drug advertising. Journal of Communication, 65(4). doi:10.1111/jcom.12167.

Brammer, S., & Millington, A. (2008). Does it pay to be different: an analysis of the relationship between corporate social and financial performance. Strategic Management Journal, 29(12). doi:10.1002/smj.714.

Budnikowski, A. (2006). Międzynarodowe stosunki gospodarcze. Warszawa: PWE.

Cao, Y., & You, J. (2017). The contribution of environmental regulation to technological innovation and quality competitiveness. Chinese Management Studies, 11(1). doi:10.1108/CMS-12-2016-0252.

Casati, A., Sedefov, R., & Pfeiffer-Gerschel, T. (2012). Misuse of medicines in the European Union: a systematic review of the literature. European Addiction Research, 18(5). doi:10.1159/000337028.

Cerne, M., Jaklic, M., & Skerlavaj, M. (2015). Management innovation enters the game: re-considering the link between technological innovation and financial performance. Innovation, 17(4). doi:10.1080/14479338.2015.1126530.

Chang, A.Y., & Cheng, Y.T. (2018). Analysis model of the sustainability development of manufacturing small and medium-sized enterprises in Taiwan. Journal of Cleaner Production, 207. doi:10.1016/j.jclepro.2018.10.025.

Chesnais, F. (1988). Technical cooperation agreements between firms. STI Review, 4.

Cho, D., & Moon, H. (2000). National competitiveness: a nine factors approach and its empirical application. Journal of International Business and Economy, 1(1).

Clyde, V., & Prestowitz, J. (1994). Playing to win. Foreign Affairs, 73(4). doi:10.2307/20046815.

Coccia, M. (2017). Sources of technological innovation: radical and incremental innovation problem-driven to support competitive advantage of firms. Technology Analysis & Strategic Management, 29(9). doi:10.1080/09537325.2016.1268682.

Cohen, S. (1994). Speaking freely. Foreign Affairs, 74(3). doi:10.2307/20046818.

Constitutional Tribunal. (2015). Judgement of 21 October 2015 (P 32/12, Dz.U. 2015 poz. 1742).

Cooper, R. (2013). Surveillance and uncertainty: community pharmacy responses to over the counter medicine abuse. Health and Social Care in the Community, 21(3). doi:10.1111/hsc.12012.

Costantini, V., & Mazzanti, M. (2012). On the green and innovative side of trade competitiveness: the impact of environmental policies and innovation on EU exports. Research Policy, 41(1). doi:10.1016/j.respol.2011.08.004.

Court of Justice of the European Union. (1993). Judgements of 17 November 1993: Commission v. France (C-68/92, ECR I-5881), Commission v. Luxembourg (C-69/92, ECR 1993, I-5907), Commission v. Spain (C-73/92, ECR 1993, I-5997).

Directive 2006/114/EC of the European Parliament and of the Council of 12 December 2006 concerning misleading and comparative advertising (OJ L 376).

Dunning, J.H. (1993). Internationalizing Porter’s diamond. Management International Review, 33.

Flammer, C. (2015). Does product market competition foster corporate social responsibility: evidence from trade liberalization. Strategic Management Journal, 36(10). doi:10.1002/smj.2307.

Foley, M., Kelly, P., Deluca, P., & Kimergard, A. (2018). Advertising of over-the-counter codeine-containing medicines in the EU: differences in the regulation of advertising between member states. Pharmaceutical Medicine, 32(5). doi:10.1007/s40290-018-0245-7.

Fontana, S., D’Amico, E., Coluccia, D., & Solimene, S. (2015). Does environmental performance affect companies’ environmental disclosure. Measuring Business Excellence, 19(3). doi:10.1108/MBE-04-2015-0019.

Frankel, J. (1997). Regional trading blocks in the world economic system. Washington: Institute for International Economics.

Fuentes-Blasco, M., Moliner-Velazquez, B., Servera-Frances, D., & Gil-Saura, I. (2017). Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing. Journal of Product and Brand Management, 26(6). doi:10.1108/JPBM-07-2016-1279.

Gallego-Alvarez, I., Prado-Lorenzo, J.M., & Garcia-Sanchez, I.M. (2011). Corporate social responsibility and innovation: a resource-based theory. Management Decision, 49(10). doi:10.1108/00251741111183843.

Gonzalez-Ramos, M.I., Donate, M.J., & Guadamillas, F. (2018). An empirical study on the link between corporate social responsibility and innovation in environmentally sensitive industries. European Journal of International Management, 12(4). doi:10.1504/EJIM.2018.10012420.

Government draft amending the Act: Code of Administrative Procedure and some other acts (print no. 1183) (Poland).

Government draft on the reimbursement of medicines, foodstuffs for particular nutritional uses and medical devices (print no. 3491) (Poland).

Halme, M., & Korpela, M. (2014). Responsible innovation toward sustainable development in small and medium-sized enterprises: a resource perspective. Business Strategy and the Environment, 23(8). doi:10.1002/bse.1801.

Hill, C. (2014). International business: competing in the global marketplace. New York: McGraw-Hill Education.

Krugman, P. (1994). The competitiveness: a dangerous obsession. Foreign Affairs, 73(2). doi:10.2307/20045917.

Laforet, S. (2013). Organizational innovation outcomes in SMEs: effects of age, size, and sector. Journal of World Business, 48(4). doi:10.1016/j.jwb.2012.09.005.

Mill, J.S. (1965). Zasady ekonomii politycznej i niektóre jej zastosowania do filozofii społecznej. Warszawa: PWN.

Olczyk, M. (2008a). Kierunki rozwoju badań nad konkurencyjnością. In N. Daszkiewicz (Ed.), Konkurencyjność: poziom makro, mezo i mikro. Warszawa: PWN.

Olczyk, M. (2008b). Konkurencyjność : teoria i praktyka: na przykładzie polskiego eksportu artykułów przemysłowych na unijny rynek w latach 1995–2006. Warszawa: CeDeWu.

Olszewski, W.L. (2016). Komentarz do art. 94a Prawa farmaceutycznego. In W.L. Olszewski (Ed.), Prawo farmaceutyczne: komentarz. Warszawa: Wolters Kluwer.

Porter, M.E. (1990). The competitive advantage of nations. London: Macmillan, New York: Free Press.

Porter, M.E. (2001). Porter o konkurencji. Warszawa: PWE.

Provincial Administrative Court in Gorzów Wielkopolski. (2013). Judgement of 30 January 2013 (II SA/Go 990/12).

Provincial Administrative Court in Warsaw. (2015). Judgement of 06 October 2015 (VI SA/Wa 34/15).

Ricardo, D. (1957). Zasady ekonomii politycznej i opodatkowania. Warszawa: PWN.

Rozporządzenie Prezesa Rady Ministrów z dnia 20 czerwca 2002 r. w sprawie „Zasad techniki prawodawczej” [Regulation of the Prime Minister of 20 June 2002 on the ‘Principles of legislative technique’] (Dz.U. 2002 nr 100 poz. 908) (Poland).

Serwach, T. (2011). Od handlu między państwami do handlu na poziomie przedsiębiorstw. Gospodarka Narodowa, 246(3). doi:10.33119/GN/101084.

Smith, A. (2008). Badania nad naturą i przyczynami bogactwa narodów. Warszawa: PWN.

Supreme Administrative Court. (2015a). Judgement of 14 January 2015 (II GSK 385/14).

Supreme Administrative Court. (2015b). Judgement of 20 January 2015 (II GSK 1667/13).

Supreme Administrative Court. (2015c). Judgement of 20 January 2015 (II GSK 1718/13).

Supreme Administrative Court. (2015d). Judgement of 31 March 2015 (II FSK 707/13).

Supreme Administrative Court. (2015e). Judgement of 08 April 2015 (II GSK 1843/14).

Supreme Administrative Court. (2015f). Judgement of 08 April 2015 (II GSK 74/14).

Supreme Administrative Court. (2016a). Judgement of 25 August 2016 (II GSK 97/15).

Supreme Administrative Court. (2016b). Judgement of 11 October 2016 (II GSK 1996/15).

Supreme Administrative Court. (2016c). Judgement of 11 October 2016 (II GSK 590/15).

Supreme Administrative Court. (2016d). Judgement of 11 October 2016 (II GSK 682/15).

Supreme Administrative Court. (2017). Judgement of 24 May 2017 (II GSK 1953/16).

Supreme Court. (2007). Judgement of 02 October 2007 (II CSK 289/07).

Thurow, L. (1994). Microchips, not potato chips. Foreign Affairs, 73(4). doi:10.2307/20046816.

Ustawa z dnia 12 maja 2011 r. o refundacji leków, środków spożywczych specjalnego przeznaczenia żywieniowego oraz wyrobów medycznych [Act of 12 May 2011 on reimbursement of medicines, foodstuffs for particular nutritional uses and medical devices] (Dz.U. 2011 nr 122 poz. 696) (Poland).

Ustawa z dnia 14 czerwca 1960 r. Kodeks postępowania administracyjnego [Act of 14 June 1960 Code of Administrative Procedure] (Dz.U. 1960 nr 30 poz. 168) (Poland).

Ustawa z dnia 15 kwietnia 2011 r. o działalności leczniczej [Act of 15 April 2011 on medical activities] (Dz.U. 2011 nr 112 poz. 654) (Poland).

Ustawa z dnia 16 kwietnia 1993 r. o zwalczaniu nieuczciwej konkurencji [Act of 16 April 1993 on combating unfair competition] (Dz.U. 1993 nr 47 poz. 211) (Poland).

Ustawa z dnia 17 czerwca 1966 r. o postępowaniu egzekucyjnym w administracji [Act of 17 June 1966 on enforcement proceedings in administration] (Dz.U. 1966 nr 24 poz. 151) (Poland).

Ustawa z dnia 26 października 1982 r. o wychowaniu w trzeźwości i przeciwdziałaniu alkoholizmowi [Act of 26 October 1982 on upbringing in sobriety and counteracting alcoholism] (Dz.U. 1982 nr 35 poz. 230) (Poland).

Ustawa z dnia 27 marca 2003 r. o planowaniu i zagospodarowaniu przestrzennym [Act of 27 March 2003 on spatial planning and development] (Dz.U. 2003 nr 80 poz. 717) (Poland).

Ustawa z dnia 29 grudnia 1992 r. o radiofonii i telewizji [Act of 29 December 1992 on radio and television] (Dz.U. 1993 nr 7 poz. 34) (Poland).

Ustawa z dnia 30 marca 2007 r. o zmianie ustawy Prawo farmaceutyczne oraz o zmianie niektórych innych ustaw [Act of 30 March 2007 amending the Pharmaceutical Law and amending certain other acts] (Dz.U. 2007 nr 75 poz. 492) (Poland).

Ustawa z dnia 6 września 2001 r. Prawo farmaceutyczne [Pharmaceutical Law of 6 September 6, 2001] (Dz.U. 2001 nr 126 poz. 1381) (Poland).

Ustawa z dnia 9 maja 2014 r. o informowaniu o cenach towarów i usług [Act of 9 May 2014 on information on the prices of goods and services] (Dz.U. 2014 poz. 915) (Poland).

Zhou, GC., Zhang, L., & Zhang, LM. (2019). Corporate social responsibility, the atmospheric environment, and technological innovation investment. Sustainability, 11(2). doi:10.3390/su11020481.








ISSN 1898-2255 (print)
ISSN 2392-1625 (online)

Partnerzy platformy czasopism