Core Viewpoint - The article emphasizes the importance of maintaining ethical standards in the development of medical science communication through short videos, highlighting both the benefits and the potential pitfalls of this medium [1][2][3]. Group 1: Current Landscape of Medical Science Communication - A significant portion of the population engages with health science content via short video platforms, with 92.1% of 1.074 billion online viewers having accessed such content [1]. - While short video medical science communication can enhance public health literacy, issues such as misinformation, commercialization, and unethical practices are prevalent [1][2]. Group 2: Regulatory Measures and Industry Standards - Recent regulations from multiple government departments aim to ensure the authenticity and scientific accuracy of medical science information shared by self-media accounts [1][2]. - Platforms are encouraged to implement robust regulatory mechanisms, such as peer review systems and operational guidelines for medical accounts, to enhance content quality and accountability [2][3]. Group 3: Promoting Quality Content Creation - The article suggests that regulation should not stifle creativity but rather encourage high-quality content creation through incentives like credit systems for creators and funding for rigorous medical science videos [3]. - The ongoing implementation of the "Healthy China 2030" initiative aims to improve the quality of medical science communication, ensuring that health knowledge is effectively disseminated to the public [3].

Core Viewpoint - The National Health Commission of China is intensifying efforts to regulate the chaos in internet health education, as many "internet celebrity doctors" misuse their authority for profit under the guise of health education [1]. Group 1: Regulatory Actions - The National Health Commission will collaborate with relevant departments to enhance the regulation of internet health education [1]. - Shanghai has introduced the first "negative list" of prohibited behaviors in internet health education, outlining nine types of prohibited actions to standardize medical professionals' online health education practices [3]. Group 2: Prohibited Behaviors - The negative list includes prohibitions against misleading medical advice, exaggerated treatment claims, and unauthorized personal media accounts by medical professionals [3]. - Specific prohibitions include using health education as a means to advertise medical products or services, spreading false health information, and misrepresenting credentials during account verification [3]. Group 3: Impact on Medical Professionals - Following the new regulations, some "internet celebrity doctors" have declined collaboration offers from external platforms, citing adherence to discipline [4]. - Medical professionals are now required to avoid endorsing health products, particularly in the health supplement and cosmetic surgery sectors, to prevent misleading the public [5][6]. Group 4: Industry Concerns - The health supplement and cosmetic surgery industries are particularly affected by the misuse of health education, with some companies seeking to leverage "internet celebrity doctors" for marketing purposes [6]. - Experts have noted that the rise of "internet celebrity doctors" can create anxiety among patients and lead to exaggerated claims about treatment efficacy, straying from the essence of medical practice [6][7]. Group 5: Public Awareness - The National Health Commission has urged the public to be cautious and not easily believe misleading health information, emphasizing the importance of quality and safety in medical care [7].