划清医疗广告认定边界

Core Viewpoint - The recent release of the "Guidelines for Medical Advertising Recognition" by the National Market Supervision Administration, the National Health Commission, and the National Administration of Traditional Chinese Medicine aims to clarify the principles and standards for medical advertising recognition, providing clearer and more operational guidance for medical advertising regulation [1][2] Group 1: Regulatory Challenges - The difficulty in regulating medical advertising stems from the blurred lines between medical advertising, information disclosure, and health education, especially with the rapid development of "Internet + Healthcare" [1] - Legitimate information disclosure or health education by medical institutions may be misclassified as advertising, while illegal operators may disguise advertisements as educational content, creating challenges for regulation [1] Group 2: Guidelines and Standards - The Guidelines specify that only legally established medical institutions can publish medical advertisements, clearly defining the qualifications required for advertisers and cutting off illegal entities from entering the market [1] - Clear standards for distinguishing between medical advertising, health education, and medical information have been established, providing a basis for platform management and regulatory oversight [1] Group 3: Responsibilities and Enforcement - All parties are urged to take responsibility to purify the industry ecosystem, with platforms required to verify the qualifications of medical advertisement publishers and eliminate unlicensed accounts [2] - Regulatory bodies should enhance daily supervision and establish a collaborative mechanism across departments to strengthen enforcement against illegal activities [2] - There is a call for increased penalties for violations, improvement of the blacklist system, and regular special governance actions to ensure timely rectification by platforms [2] Group 4: Technological Integration - The emergence of new technologies, such as AI, presents new challenges for the regulation of medical advertising, as illegal advertisements become more covert and fragmented [2] - Relevant departments and platforms are encouraged to explore the use of new technologies to enhance regulatory effectiveness, ensuring that technological applications complement industry governance [2]