守护群众健康 三部门出手剑指医疗广告乱象

Core Viewpoint - The newly released "Guidelines for Medical Advertising Recognition" aims to strictly regulate the publication of medical advertisements, limiting it to legally established medical institutions to address the rampant issues in medical advertising and the challenges in distinguishing it from public health information and scientific dissemination [1][2]. Group 1: Definition and Scope of Medical Advertising - Medical advertising is defined as advertisements that directly or indirectly introduce medical institutions or services through various media and forms [2]. - The guidelines specify that only legally established medical institutions are permitted to publish medical advertisements, prohibiting any other entities or individuals from doing so [2]. Group 2: Distinction Between Medical Advertising and Health Information - The guidelines provide operational rules to differentiate between medical advertising and legitimate health information or scientific dissemination, outlining specific scenarios where health information may be misused as medical advertising [3]. - It establishes a framework for cooperation between market regulation and health departments regarding the transfer of leads and reporting of situations [3]. Group 3: Criteria for Identifying Medical Advertising - Specific criteria are outlined for identifying when information published by medical institutions constitutes medical advertising, including subjective promotion of the institution's environment, equipment, or medical staff [4]. - The guidelines also detail conditions under which health promotion activities may be considered disguised medical advertising, such as claims of superior treatment technology or safety guarantees [4]. Group 4: Regulatory Framework and Compliance - The guidelines complement the "Medical Advertising Supervision Work Guidelines" released earlier this year, creating a comprehensive regulatory framework that clarifies compliance standards and enforcement boundaries for medical institutions and platforms [5]. - This regulatory approach aims to provide clear guidance for lawful operations while ensuring strict identification and punishment of illegal activities, thereby fostering a conducive environment for legitimate medical information dissemination [5].