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《医疗广告认定指南》为广告划红线 也为科普留空间
Nan Fang Du Shi Bao·2025-08-14 16:11

Core Viewpoint - The release of the "Guidelines for the Identification of Medical Advertisements" by the State Administration for Market Regulation, the National Health Commission, and the National Administration of Traditional Chinese Medicine aims to clarify the boundaries between medical advertising, medical information, and health education, thereby enhancing the regulation of illegal medical advertisements [1][2]. Group 1: Clarification of Medical Advertising - The guidelines systematically clarify the distinction between medical advertisements and medical information, providing clear behavioral guidelines for all parties involved [2]. - Only legally established medical institutions are permitted to publish medical advertisements, which helps to curb misleading practices by "black hospitals" and "black doctors" [2]. - The guidelines specify that basic information published by medical institutions on their official platforms does not constitute advertising, while promotional claims about specific medical institutions in health education can be classified as disguised medical advertisements [2][3]. Group 2: Regulatory Collaboration - The guidelines delineate the responsibilities of the market regulation department and health departments, establishing a system for transferring leads and reporting situations [3]. - When illegal medical advertisements are discovered, health departments can take appropriate actions against the medical institutions involved, while incorrect medical information that does not qualify as advertising will be guided for rectification by health departments [3]. Group 3: Positive Impacts of the Guidelines - The introduction of the guidelines marks a significant step towards refined and standardized regulation of medical advertising in China [4]. - Regulatory authorities are provided with clear enforcement bases, reducing the risk of public misguidance by illegal advertisements and safeguarding the right to information [4]. - The implementation of the guidelines is expected to create a regulated and vibrant medical information ecosystem, ultimately protecting public health rights [4].