Core Viewpoint - The rise of "self-media" in healthcare has led to varying quality in medical popularization, with some "internet celebrity doctors" exploiting their authority for profit, misleading the public under the guise of medical education [1][4][5]. Regulatory Actions - In August, multiple government departments issued a notice to regulate "self-media" medical popularization, aiming to enhance awareness of proper practices and prevent misinformation [1][5]. - The notice emphasizes the need for collaboration among various departments to create a comprehensive regulatory framework for medical popularization [6]. Issues in Medical Popularization - There are numerous instances of "internet celebrity doctors" using their platforms to sell products while masquerading as educators, which violates laws related to internet diagnosis and advertising [4][5]. - The actions of these individuals undermine public trust in the medical profession and can lead to harmful health decisions by patients [5][6]. Recommendations for Improvement - The notice calls for an increase in the supply of quality medical popularization content to diminish the market for misleading information [7]. - It suggests that platforms should implement strict penalties for violations and establish incentives for high-quality medical content [6][7]. Professional Responsibility - Medical professionals are encouraged to focus on their areas of expertise when creating educational content, ensuring that it is based on verified scientific information [10][11]. - The goal of medical popularization should be to enhance public health literacy without commercial motives [11][12]. Platform Responsibilities - Websites must verify the qualifications of accounts producing medical content and ensure that they are held accountable for the accuracy of the information shared [13]. - Platforms are also tasked with preventing disguised advertisements under the pretense of health education [13].

Core Viewpoint - The article highlights the growing concern over the phenomenon of "internet celebrity doctors," emphasizing the need for regulation and the establishment of a trustworthy medical information ecosystem [1][4]. Group 1: Issues with Internet Celebrity Doctors - The rise of "internet celebrity doctors" is linked to the increasing demand for health knowledge among the public, coupled with a lack of media literacy and regulatory gaps on short video and live streaming platforms [4][5]. - Some "internet celebrity doctors" exploit this demand by creating misleading content, using anxiety-inducing tactics to attract attention, and promoting unverified treatments or high-priced products [3][4]. - The operational mechanism of these "internet celebrity doctors" includes fabricating medical expertise, creating false cases, and directing traffic to questionable medical institutions, ultimately leading to potential harm for patients [3][5]. Group 2: Proposed Solutions - Addressing the issue requires a multi-faceted approach involving various stakeholders, including stricter platform regulations, enhanced verification of medical qualifications, and accountability for misleading practices [5][6]. - Medical professionals are urged to adhere to ethical standards and prioritize patient health, while the public should improve their ability to discern credible health information [5][6]. Group 3: Positive Examples of Medical Influencers - The article also mentions genuine "internet celebrity doctors" who effectively disseminate accurate medical knowledge through engaging and accessible formats, thereby enhancing public understanding of health issues [7][9]. - Notable figures include Professor Chen Wei, who focuses on scientific weight loss knowledge, and Dr. Li He, who emphasizes cardiovascular health, both of whom have garnered significant followings for their educational content [9][10][15]. - The presence of trustworthy "internet celebrity doctors" is essential to counteract the influence of misleading information and to promote a healthier public discourse around medical topics [19].