《医疗广告认定指南》发布：划清边界，严打变相违法广告

Core Viewpoint - The release of the "Medical Advertising Recognition Guidelines" aims to maintain order in the medical advertising market and clarify the distinction between medical advertising, medical information, and health education [1][3][4]. Regulatory Framework - The guidelines continue the strict regulatory principles established in existing laws and regulations, allowing only legitimate medical institutions to publish medical advertisements [1][2]. - The guidelines provide clearer and more actionable directives for regulatory bodies, enhancing their ability to combat illegal medical advertising disguised as health information [1][2][6]. Market Oversight - In the first half of 2025, regulatory authorities handled 1,666 cases of illegal medical advertising, imposing fines totaling 12.78 million yuan [2][7]. - The guidelines encourage local regulatory bodies to refine collaborative mechanisms with health and traditional medicine departments, enhancing overall regulatory effectiveness [6][7]. Distinction of Medical Advertising - Medical institutions' disclosure of necessary patient information does not constitute medical advertising unless it includes subjective endorsements or comparisons with other institutions [4][5]. - Any organization or individual promoting specific medical institutions or services in health education content will be deemed to be engaging in illegal medical advertising [5][6]. Collaborative Efforts - The guidelines emphasize the need for collaboration among market regulation, health, and traditional medicine departments to effectively address the issues surrounding medical advertising [6][7]. - Social media and online platforms are urged to enhance compliance management and take proactive measures to identify and eliminate illegal medical advertising [7].