Core Viewpoint - The newly released "Medical Advertising Recognition Guidelines" by the National Market Supervision Administration, National Health Commission, and National Administration of Traditional Chinese Medicine aims to clarify the definition, publishing entities, recognition principles, and specific situations regarding medical advertising, addressing the rise of "borderline" advertisements and disguised promotional behaviors in recent years [1][6] Group 1: Guidelines Overview - The guidelines specify that medical institutions must be cautious in their information dissemination, particularly when promoting their facilities, equipment, or medical services, as subjective evaluations or comparisons with other institutions can be classified as medical advertising [2][3] - The guidelines outline specific scenarios that constitute disguised medical advertising, such as promoting technical advantages or implying better safety and efficacy through health education content [2][3] Group 2: Regulatory Framework - The guidelines clarify that not all health education activities are considered advertising, provided they do not fall into the outlined categories of disguised advertising [3][4] - The legal framework governing medical advertising is primarily based on Article 16 of the Advertising Law, which prohibits certain claims regarding efficacy and safety, as well as comparisons with other medical products or institutions [4][5] Group 3: Enforcement and Collaboration - The guidelines establish a systematic approach for collaboration between market supervision and health departments, ensuring that any identified disguised medical advertising is reported and addressed appropriately [6] - The implementation of these guidelines is expected to create a fairer and more orderly medical advertising market, protecting consumer rights more effectively [6]
打击借养生知识“变相带货”,官方发布医疗广告认定标准
Nan Fang Du Shi Bao·2025-08-14 05:09