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，8月13日，市场监管 总局等三部门印发《医疗广告认定指南》(下称《指南》)对医疗广告发布主体作出了严格的限定，明确 除依法设立的医疗机构外，任何单位和个人不得自行或者委托他人发布医疗广告。 而本次发布的指南，在结合医疗广告活动新特点和监管实践的基础上，对"什么是医疗广告"进行了回 答；再次重申了除依法成立的医疗机构外，任何单位和个人不得自行或者委托他人发布医疗广告；对如 何区分"医疗广告"与"医疗信息公开""健康科普"提出了更具操作性的监管规则；对部门协同作出针对性 的制度安排。 医疗广告是群众获取就医信息的重要途径，也是推介医疗机构和医疗服务的重要方式。近年来，市场监 管总局持续加大对医疗广告活动的监管力度，重拳打击各类"神医"广告，陆续制定相关执法指南，持续 加强与相关部门的协同联动和联合执法。"2025年上半年，全国市场监管部门共查办医疗广告违法案件 1666件，罚没金额1278万元。"市场监管总局广告监管司市场稽查专员谷保中表示。 谷保中指出，《指南》明确规定，除依法设立的医疗机构外，任何单位和个人不得自行或者委托他人发 布医 ...

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]

南都讯 记者黄莉玲 随着经济社会发展和生活水平提高，人民群众对医疗服务的多样化需求不断增加， 对医疗健康养生方面的知识也更为关注。部分不法之徒借助信息公开和医疗健康科普形式变相发布违法 违规医疗广告提供了可乘之机。 三部门表示，下一步将加强对市场监管系统的内部培训，帮助基层市场监管工作人员全面、精准领会 《指南》有关规定，切实提升医疗广告监管能力和水平，加大对各类"神医"广告乱象的清理整治力度。 同时，三部门将指导地方市场监管部门联合卫生健康行政管理部门、中医药管理部门加强对医疗机构的 政策宣贯和行政指导，引导、帮助医疗机构更加规范地开展医疗信息公示和医疗健康科普活动。 8月13日，市场监管总局、国家卫生健康委、国家中医药局联合发布《医疗广告认定指南》（以下简称 《指南》）。 此外，三部门还将鼓励和支持地方市场监管部门在《指南》基础上，进一步细化完善与卫生健康行政部 门、中医药管理部门的协同监管机制，织牢织密监管网络，更好发挥跨部门监管合力。 据悉，《指南》重申了《医疗广告管理办法》确立的原则，对医疗广告发布主体作出严格限定，明确规 定了医疗广告的发布主体为依法设立的医疗机构，有助于从源头防止违法医疗广告误导 ...

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 ...

与此同时，市场监管总局于今年5月发布《医疗广告监管工作指南》（以下简称《指南》），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，以督促医疗机构规范医疗广告活动，促进医疗行业持 续健康发展。 广告是消费者获取商品信息的重要渠道和作出消费决策的重要参考。然而，近些年，虚假宣传、夸大疗 效的广告屡禁不止，严重威胁消费者合法权益，整治广告乱象已成为维护市场秩序、保障群众生命健康 的必然要求。 今年4月，市场监管总局印发《关于维护广告市场秩序营造良好消费环境的通知》，明确将聚焦"医疗、 药品、保健食品、特殊医学用途配方食品、医疗器械广告"等5个方面，在全国范围内开展广告市场秩序 整治工作。目前，多地已部署相关专项整治行动，监管力度持续加大。 泰和泰（深圳）律师事务所医药与健康产业研究院院长张军律师近日分析指出，《指南》的颁布，标志 着我国医疗广告监管进入了更加规范、精准的新阶段。这一指南不仅为医疗广告合规认定划清了法律界 限，也为维护患者权益、规范市场秩序提供了有力的制度保障。医疗机构、企业和广告发布主体应严格 遵守《指南》的监管规定，加强医疗广告合规体系构建。 公布典型案例 当前，医药领域涉及虚假宣传、夸大疗 ...

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]