新华社北京11月24日电 11月24日,《新华每日电讯》发表题为《擦亮网络"白大褂"，互联网健康科 普迎来新生态》的报道。 在信息洪流与专业权威的碰撞中，互联网健康科普正站在规范转型的十字路口：面对公众日益增长 的健康知识需求，越来越多医护人员借助新媒体平台，让专业医学知识跨越医院围墙，走进千家万户； 与此同时，商业化推广、夸大甚至虚假宣传、"擦边"科普、人工智能滥用等现象，也在冲击医学科普的 科学性与公信力。 近日，国家卫健委印发《医务人员互联网健康科普负面行为清单（试行）》，为互联网健康科普工 作划出"红线"，明确了医务人员在科普过程中必须恪守的行为底线。十个"不得"不仅是对乱象的有力约 束，更为行业健康发展注入规范动能。这一重磅举措将如何重塑互联网健康科普新生态？在规范基础 上，又该如何激励广大医务人员积极创新、扩大优质健康科普供给？围绕这些问题，记者走访了行业管 理部门、专家学者与一线临床医生，聆听他们的思考与实践。 划红线明底线，医学科普科学准确不容有失 随着互联网健康科普日益升温，如何在流量与市场的多重诱惑中守住科学准确的底线，成为行业乃 至公众必须面对的"必答题"。 "他们有时希望我讲一些批量复 ...

Core Points - The article emphasizes the responsibility of "internet celebrity doctors" in providing accurate health information and adhering to professional ethics [2][3] - A new guideline issued by the National Health Commission outlines ten negative behaviors for medical professionals in internet health education, aiming to combat misinformation and unethical practices [2] - The rise of live streaming and short videos has made the internet a key channel for public health information, but it has also led to various misconducts among some doctors [2][3] Summary by Sections - **Regulatory Framework** - The National Health Commission and other departments have released a list of ten negative behaviors for medical professionals, prohibiting the dissemination of unverified or misleading health information [2] - The guidelines aim to ensure that health education on the internet is based on scientific evidence and does not mislead the public [2] - **Challenges in Internet Health Education** - The article highlights the temptation of profit that leads some doctors to engage in unethical practices, such as promoting false medical claims or misleading treatments [2][3] - It stresses the importance of returning to the original purpose of health education, which is to serve public health rather than personal gain [2] - **Professional Ethics and Responsibilities** - "Internet celebrity doctors" must uphold their professional ethics and provide valuable health knowledge, avoiding sensationalism and misinformation [2][3] - Continuous improvement in medical knowledge and the ability to communicate it effectively is essential for the success of internet health education [3] - **Need for Oversight and Regulation** - Effective supervision and regulation are necessary to prevent unethical behavior among medical professionals in the digital space [3] - Medical authorities should enhance monitoring and establish content evaluation mechanisms to ensure the quality of health information shared online [3]

Core Points - The article emphasizes the responsibility of "internet celebrity doctors" to provide accurate health information and avoid misleading the public [1][2] - A new guideline issued by the National Health Commission outlines ten negative behaviors for medical professionals in internet health education, aiming to combat misinformation [1] - The rise of live streaming and short videos has made the internet a key channel for public health information, but it has also led to various misconducts among some doctors [1][2] Summary by Sections - **Guidelines and Regulations** - The National Health Commission has released a notification detailing ten negative behaviors that medical professionals must avoid in internet health education [1] - Prohibited actions include publishing unverified or false content, misrepresenting professional guidelines, and exaggerating medical conditions or treatment effects [1] - **Challenges in Internet Health Education** - The article highlights the temptation of profit that leads some doctors to engage in unethical practices, such as misleading the public through fabricated cases [1] - It stresses the need for internet health education to prioritize public service over profit-seeking motives [1][2] - **Professional Ethics and Responsibilities** - "Internet celebrity doctors" are urged to adhere to professional ethics and focus on delivering scientifically accurate health knowledge [2] - Continuous improvement of professional skills and the ability to communicate medical knowledge in an understandable manner are essential for effective health education [2] - **Need for Regulation and Oversight** - The article calls for effective regulatory measures to ensure compliance among medical professionals, including daily supervision and handling of typical cases [2] - It suggests that platforms should establish content evaluation mechanisms to highlight credible medical professionals and penalize those who violate guidelines [2]

Core Points - The National Health Commission, the National Administration of Traditional Chinese Medicine, and the National Disease Control Bureau jointly issued a notice focusing on negative behaviors in internet health science popularization, outlining ten prohibited actions [1][2][3][4] Summary by Categories - **Prohibited Content** - Content that violates national laws and regulations, harms the development of health services, or damages the image of the health industry is not allowed [1] - Promotion of advertisements, sales of medical products, health courses, or health foods through health science popularization is prohibited [1] - Disclosure of patient personal information without consent is forbidden [1] - **Professional Conduct** - Promotion of content outside one's professional field or expertise is not permitted [2] - Publishing unverified, false, or misleading information that misinterprets professional guidelines is prohibited [2] - Exaggeration of medical conditions or treatment effects, and misleading the public with fabricated cases or stories is not allowed [2] - **Use of Technology** - Misuse of artificial intelligence to publish unverified health science content without proper identification is prohibited [2] - **Ethical Standards** - Content that violates ethical standards, public morals, or medical ethics, including sensationalism or clickbait, is not allowed [2] - Conducting health science popularization under the name of a medical institution without reporting to the institution is prohibited [2][3] - Continuing to use former institutional and professional information for health science popularization after leaving the position is not allowed [3]

Core Viewpoint - The company, Lighter Health Group, has re-submitted its IPO application after its initial attempt failed, indicating a strategic shift and restructuring of its business model to focus on digital health and insurance services while divesting from its crowdfunding platform, Lighter Chou [1][3][5]. Group 1: Company Background and Business Model - Lighter Health Group was established in 2014, originally focusing on comprehensive health solutions including early screening, health management, and health insurance [3]. - The company transitioned from its initial crowdfunding platform, Lighter Chou, which gained significant traction, reaching over 600 million users by 2019, to a broader health service provider [3][4]. - The company plans to fully divest its crowdfunding business by June 2024, retaining only its digital health and insurance operations [3][5]. Group 2: Financial Performance - Revenue figures for Lighter Health from 2022 to the first half of 2025 show a growth trend with revenues of 394 million, 490 million, 945 million, and 656 million respectively, but net profits have declined from 149 million to 51.2 million during the same period [5][6]. - The gross margin has decreased significantly from 82.6% in 2022 to 32.5% in the first half of 2025, while net profit margin has shrunk from 37.9% to 7.8% [5][6]. Group 3: Business Strategy and Market Challenges - The company is shifting its primary revenue source to digital marketing services, which have grown from contributing 0.23 million to 4.44 million in revenue from 2023 to the first half of 2025, now accounting for 67.7% of total revenue [7]. - However, the gross margin for digital marketing services is lower and more volatile, impacting overall profitability [7]. - The company faces regulatory challenges as the government increases scrutiny on internet platforms, particularly in the health sector, which could pose risks to its new business model [8][9][10]. Group 4: User Engagement and Market Position - Following the divestment of Lighter Chou, the company has experienced a significant drop in active users, from 70.5 million in 2022 to 22.7 million, a decline of 68% [10]. - Comparisons with similar companies, such as Waterdrop, indicate that the loss of a crowdfunding model can lead to increased customer acquisition costs and declining valuations in the capital market [10][12]. - The historical reliance on Lighter Chou has created both growth opportunities and regulatory burdens, which may hinder the company's IPO prospects and overall market valuation [12].

Core Viewpoint - The article highlights the dual nature of the medical knowledge dissemination ecosystem on social media, where some medical professionals misuse their authority for commercial gain, leading to the need for regulatory measures to ensure ethical practices in health-related content [5][10][12]. Group 1: Medical Professionals and Commercialization - Some medical professionals are using their authority to promote non-medical products, such as hand creams and dietary supplements, under the guise of health education [5][6]. - Certain influencers are misrepresenting their professional identities by using titles like "doctor" or wearing lab coats to gain credibility while promoting products [7][10]. - There are instances where medical professionals provide misleading information or promote unrelated products, such as a urologist discussing foot fungus treatments, which raises ethical concerns [8][10]. Group 2: Regulatory Measures - In March, Shanghai introduced the first "negative behavior list" for internet health education, outlining prohibited actions such as disguised product promotion and collaboration with disreputable agencies [5][11]. - The article mentions that existing laws already impose strict regulations on medical advertising and the conduct of medical professionals online, including penalties for impersonating doctors or providing unauthorized medical advice [11][12]. - The need for a return to the altruistic roots of medical practice is emphasized, advocating for a healthier online environment that prioritizes public benefit over commercial interests [12].