Core Viewpoint - The recent issuance of the "Guidelines for Medical Advertising Recognition" by the State Administration for Market Regulation and other departments aims to strictly regulate medical advertising, prohibiting any entity or individual from publishing medical advertisements unless they are legally established medical institutions [1][2]. Group 1: Regulatory Framework - The guidelines clarify that only legally established medical institutions are allowed to publish medical advertisements, reinforcing the crackdown on misleading advertisements from unqualified "black hospitals" and "black doctors" [1][2]. - The guidelines also address the distinction between medical advertising and legitimate medical information disclosure or health education, providing clearer operational rules for regulation [2]. Group 2: Enforcement and Compliance - In the first half of 2025, market regulatory authorities handled 1,666 cases of illegal medical advertising, with fines totaling 12.78 million yuan [1]. - The guidelines emphasize the responsibilities of internet platforms in preventing and stopping the dissemination of illegal medical advertising [2]. - Future efforts will focus on guiding local market regulatory departments and industry authorities to promote compliance among medical institutions regarding advertising practices [3].

Group 1 - The core viewpoint of the articles emphasizes the increasing regulatory efforts by the State Administration for Market Regulation (SAMR) to oversee medical advertising, particularly targeting misleading "miracle doctor" ads [1][2] - The rapid growth in medical advertising volume has raised concerns about the dissemination of misleading information under the guise of health education, which poses risks to public safety [1][2] - SAMR, in collaboration with the National Health Commission and the National Administration of Traditional Chinese Medicine, has released the "Guidelines for Medical Advertising Recognition" to provide clearer and more actionable directives for combating illegal medical advertising [1][2] Group 2 - The regulatory focus on medical advertising has become a significant concern for both the industry and the public, especially as diverse healthcare needs have led to an increase in advertising activities by medical institutions [2] - The introduction of the "Guidelines for Medical Advertising Regulation" aims to address the illegal practices that harm the interests of the public while promoting a more responsible advertising environment [2]

Group 1 - The core viewpoint of the article emphasizes the increasing demand for diverse medical services and the need for stricter regulation of medical advertising to protect public health and safety [1][2] - The "Guidelines" issued by the regulatory authorities clarify the responsibilities of market regulation, health, and traditional medicine departments, enhancing collaborative oversight [2] - The "Guidelines" aim to prevent illegal medical advertisements by strictly defining the entities allowed to publish medical ads, which are only legally established medical institutions [1][2] Group 2 - The three departments plan to strengthen internal training for market regulation staff to improve their understanding and enforcement of the "Guidelines" [2] - There will be a concerted effort to clean up various "quack doctor" advertisements and promote compliance among medical institutions regarding information disclosure and health education [2] - The departments encourage local market regulators to refine collaborative oversight mechanisms based on the "Guidelines," enhancing the regulatory network [2]

新华社北京8月13日电（记者赵文君）市场监管总局、国家卫生健康委、国家中医药局13日联合发 布《医疗广告认定指南》，为有力打击违法医疗广告提供更为清晰、更具可操作性的指引。 市场监管总局广告监管司市场稽查专员谷保中介绍，由于医疗广告、医疗信息和医疗科普在表现形 式上接近，广告监管实践中难以有效区分，对医疗机构开展正常医疗信息公开和面向公众的医疗科普造 成困扰，给变相发布违法违规医疗广告提供了可乘之机。 【纠错】 【责任编辑:施歌】 据了解，今年5月市场监管总局发布了《医疗广告监管工作指南》。指南主要针对医疗广告监管执 法的原则和具体监管规则作出细化规定，为市场监管部门提供更加明确的执法指引和实操指南，对查处 医疗广告违法案件过程中规范行使裁量权进行细化，对互联网平台防范和制止违法医疗广告信息发布和 传播的责任义务作出规定。 谷保中说，这两个指南都坚持规范与发展并重的原则，为医疗机构和互联网平台划定了更为清晰的 红线。在压实平台主体责任、精准打击变相发布医疗广告行为的同时，有助于防范和制止医疗行业商业 营销宣传领域的"内卷式"竞争。 聚焦社会反映集中的无资质"黑医院""黑医生"发布广告误导群众就医选择的问题，此 ...

Core Viewpoint - The recent announcement by the State Administration for Market Regulation (SAMR) regarding typical cases of illegal advertising highlights the ongoing issues of false advertising and exaggerated claims in the medical and pharmaceutical sectors, necessitating stricter regulatory measures to protect consumer rights and public health [1][3][5]. Regulatory Actions - In April 2023, SAMR issued a notice focusing on five key areas, including medical, pharmaceutical, health food, special medical purpose formula food, and medical device advertising, to enhance market order and consumer protection [1][5]. - The release of the "Medical Advertising Regulatory Work Guidelines" in May 2023 marks a new phase in the regulation of medical advertising, providing clear legal boundaries and institutional support for patient rights and market order [2][6]. Case Examples - Among the ten typical cases of illegal advertising published, six involved the pharmaceutical sector, including a case where a company was fined 194,000 yuan for advertising unapproved medical devices [3][4]. - Other cases included misleading advertisements for medical services and products claiming disease prevention or treatment capabilities, resulting in fines totaling 1.4 million yuan across various cases [3][4]. Enforcement Statistics - As of April 2023, nationwide efforts have led to the investigation of 11,459 illegal advertising cases, with fines totaling approximately 88.31 million yuan [5][6]. - Specific regions, such as Anhui, reported 1,458 leads on illegal medical advertising and 452 cases of violations, demonstrating the effectiveness of local regulatory actions [5]. Future Directions - Experts suggest enhancing the regulatory framework by refining advertising review standards and establishing comprehensive monitoring mechanisms [7]. - The introduction of technology-driven solutions, such as an intelligent monitoring system for medical advertisements, is recommended to improve compliance and enforcement [7].

Core Viewpoint - The State Administration for Market Regulation has released the "Guidelines for Medical Advertising Regulation," which details the principles and specific rules for regulating medical advertising, urging medical institutions to standardize their advertising activities [1] Group 1: Clarification of Regulatory Rules - The guidelines clarify the boundaries between legal and illegal medical advertising, addressing issues with the outdated 2007 medical advertising management measures that led to mechanical enforcement and weak operational applicability [2] - The guidelines aim to guide local market regulatory departments in strengthening the regulation of medical advertising and maintaining market order [2] Group 2: Addressing Public Concerns - The guidelines specify the conditions for identifying false medical advertisements, aiming to resolve the public's strong complaints about illegal medical advertising [3] - It is stated that advertisements using fictitious or misrepresented patients, doctors, or institutions, or making unsubstantiated claims about efficacy or safety, can be classified as false advertising [3] - The guidelines include specific provisions for medical beauty advertisements targeting minors and those containing absolute terms, emphasizing strict enforcement [3][4] Group 3: Enhancing Regulatory Efficiency - The guidelines standardize the discretionary power of administrative penalties for medical advertising violations, enhancing regulatory efficiency [5] - The principle of proportionality in penalties is emphasized, requiring a comprehensive assessment of the facts, nature, circumstances, and social harm of the violations [5] - If the content of medical advertisements does not exceed the information that health authorities require to be publicly disclosed, and is supported by legally valid documents, no administrative penalties may be imposed [5] Group 4: Promoting Compliance - The guidelines stress the importance of increasing legal awareness and compliance assistance for key medical institutions and internet platform companies [6]