警惕“假科普真广告”！市场监管总局严打医疗广告变相营销

Core Viewpoint - The State Administration for Market Regulation (SAMR) has released the "Guidelines for Medical Advertising Recognition" to address issues related to misleading advertisements from unqualified "black hospitals" and "black doctors" that confuse the public regarding medical choices [1][5]. Group 1: Regulatory Framework - The guidelines impose strict limitations on the entities allowed to publish medical advertisements, stating that only legally established medical institutions can do so, while any other individuals or organizations are prohibited from publishing medical ads either directly or through third parties [7]. - The guidelines provide clearer operational rules to distinguish between "medical advertisements," "medical information disclosure," and "health science popularization," enhancing regulatory clarity [7]. - The SAMR, in collaboration with the National Health Commission and the National Administration of Traditional Chinese Medicine, has developed these guidelines to better regulate medical advertising activities [5]. Group 2: Industry Response and Future Actions - With the rapid development of "Internet + Healthcare," there has been an increase in the blending of medical advertisements with health information, leading to illegal operators disguising ads as health education, which has raised significant public concern [3]. - The SAMR plans to use the release of the guidelines as an opportunity to guide medical institutions in conducting lawful and compliant advertising, while also refining inter-departmental collaborative regulatory mechanisms [9].