以科普引流医疗服务属于变相广告 将受严格监管

Core Viewpoint - The regulatory challenges surrounding medical advertising have intensified, particularly with the rise of the internet, leading to a closer resemblance between medical advertising and health education, which has been exploited by unscrupulous operators [1][2]. Group 1: Regulatory Developments - In the first half of the year, national market regulatory authorities handled 1,666 cases of illegal medical advertising, imposing fines totaling 12.78 million yuan, covering various sectors including medical beauty and medical devices [1]. - The State Administration for Market Regulation, in collaboration with the National Health Commission and the National Administration of Traditional Chinese Medicine, has developed the "Medical Advertising Recognition Guidelines" to clarify what constitutes medical advertising and emphasize the legitimacy of advertising entities [1][2]. Group 2: Key Changes in Guidelines - The final version of the "Recognition Guidelines" has been released after several months of public consultation, maintaining a similar structure to the draft but making key adjustments [2]. - The guidelines strictly limit the entities that can publish medical advertisements, stating that only legally established medical institutions are permitted to do so, while any other individuals or organizations are prohibited from publishing medical ads [2][4]. - The guidelines have removed ambiguous definitions regarding promotional activities and health education that previously did not constitute advertising, tightening the regulations around "scientific popularization" that leads to medical service promotion [2]. Group 3: Internet Platform Responsibility - The guidelines highlight the importance of internet platforms in the advertising landscape, emphasizing the need for these platforms to take responsibility for compliance [3]. - Beijing has introduced policies to promote high-quality development in the digital advertising industry, utilizing new media platforms for legal education regarding advertising laws and the new guidelines [3]. Group 4: Collaborative Enforcement - The guidelines call for a collaborative enforcement approach among various departments to effectively regulate medical advertising, ensuring that hospitals and doctors are also monitored [4][5]. - Local market supervision bureaus are working with health and police departments to create a cooperative enforcement mechanism, exemplified by Shanghai's case-sharing collaboration, which has sent 610 cases of administrative penalties for medical advertising to the health commission [5]. - A tiered regulatory approach is being implemented in various regions to avoid one-size-fits-all enforcement, allowing for leniency in minor violations, as seen in Beijing's system that exempted 89 cases from penalties [5].