互联网医疗广告新挑战：如何界定科普和软广

Core Viewpoint - The rapid development of internet technology is transforming the landscape of medical advertising, necessitating a redefinition of regulatory frameworks to address new challenges and ensure effective oversight [1][2]. Group 1: Definition of Medical Advertising - The current definition of medical advertising is outdated, focusing on the "publisher-centric" approach, which does not adequately cover indirect promotions that significantly influence patient decisions [2][3]. - The essence of medical advertising should be redefined to include the impact on patient choices, emphasizing three key elements: the promoter, the content, and its actual influence on patients [2][3]. Group 2: Review Authority - A "graded and classified + collaborative supervision" system is needed for medical advertising review, balancing authority and efficiency [4]. - Provincial health departments should focus on high-risk and cross-regional advertisements, while local departments can handle low-risk, routine advertising, ensuring a unified standard across regions [4]. Group 3: Review Framework - The current "eight standards" framework restricts the information that can be shared in medical advertisements, limiting the ability of patients to make informed decisions [5][6]. - There is a need to expand the information that can be disclosed in advertisements while maintaining strict prohibitions against misleading claims [6]. Group 4: Regulation of New Phenomena - The rise of covert medical advertising, disguised as educational content, poses significant challenges, necessitating a redefinition of legal standards to include any promotional content that influences patient decisions [7]. - A strict obligation for commercial identification should be established for all parties involved in medical advertising to enhance transparency [7]. Group 5: Closed-loop Mechanism - Current medical advertising governance suffers from a disconnect between approval and monitoring, leading to low penalties for violations [8]. - A comprehensive governance mechanism should be established to cover the entire process from pre-approval to post-monitoring, ensuring accountability for all parties involved [8]. Group 6: Technological Empowerment - The introduction of technology in the review process, such as "content fingerprints" and human-machine collaboration, is essential to address the challenges posed by fragmented advertising formats [9]. - This technological approach aims to enhance review efficiency and ensure compliance throughout the advertising dissemination process [9].