Core Viewpoint - The release of the "Medical Advertising Recognition Guidelines" aims to maintain order in the medical advertising market and clarify the distinction between medical advertising, medical information, and health education [1][3][4]. Regulatory Framework - The guidelines continue the strict regulatory principles established in existing laws and regulations, allowing only legitimate medical institutions to publish medical advertisements [1][2]. - The guidelines provide clearer and more actionable directives for regulatory bodies, enhancing their ability to combat illegal medical advertising disguised as health information [1][2][6]. Market Oversight - In the first half of 2025, regulatory authorities handled 1,666 cases of illegal medical advertising, imposing fines totaling 12.78 million yuan [2][7]. - The guidelines encourage local regulatory bodies to refine collaborative mechanisms with health and traditional medicine departments, enhancing overall regulatory effectiveness [6][7]. Distinction of Medical Advertising - Medical institutions' disclosure of necessary patient information does not constitute medical advertising unless it includes subjective endorsements or comparisons with other institutions [4][5]. - Any organization or individual promoting specific medical institutions or services in health education content will be deemed to be engaging in illegal medical advertising [5][6]. Collaborative Efforts - The guidelines emphasize the need for collaboration among market regulation, health, and traditional medicine departments to effectively address the issues surrounding medical advertising [6][7]. - Social media and online platforms are urged to enhance compliance management and take proactive measures to identify and eliminate illegal medical advertising [7].

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》，为有力打 击违法医疗广告提供了更为清晰、更具可操作性的指引。 近年来，随着"互联网+医疗"的快速发展，在医疗信息传播中，广告、信息公示与健康科普往往以相似 的形式呈现，这使得监管实践中难以有效区分，也给医疗机构开展正常信息发布带来了困扰。部分医疗 机构因担心触碰监管红线，甚至主动减少了必要的医疗信息发布和科普活动，影响了公众获取正规医疗 信息的渠道。 与此同时，一些违规机构却利用这种边界模糊的特点，以"科普"之名行广告谋利之实。网民刷短视频时 经常会看到这样的景象：某民营医院通过短视频平台发布"专家讲解"的内容，看似是健康科普，实则暗 藏医院预约链接和药品推广信息；还有一些"网红医生"在社交媒体上以分享病例为名，变相宣传特定医 疗机构或疗法。这些行为不仅扰乱了医疗市场秩序，更可能误导患者。 医疗信息关乎人民健康，既不能"一管就死"影响正常传播，也不能"一放就乱"导致虚假信息泛滥。 《指南》的最大亮点正在于首次系统性地厘清了医疗广告与医疗信息、健康科普的界限，为各方提供了 明确的行为指引。 一方面，它对医疗广告发布主体作出严格限 ...

Core Viewpoint - The article discusses the tightening regulations on medical advertising in response to the increasing prevalence of misleading advertisements disguised as health information, particularly in the context of the internet's rapid development [1][3]. Summary by Sections Medical Advertising Regulation Challenges - Medical advertising has become more complex with the rise of the internet, leading to a blurring of lines between health education and advertising [1]. - In the first half of the year, regulatory authorities handled 1,666 cases of illegal medical advertising, imposing fines totaling 12.78 million yuan [1]. Introduction of the Recognition Guidelines - The State Administration for Market Regulation, in collaboration with the National Health Commission and the National Administration of Traditional Chinese Medicine, has developed the "Medical Advertising Recognition Guidelines" to clarify what constitutes medical advertising [3][4]. - The guidelines emphasize the importance of legitimate advertising entities and aim to address issues related to unqualified "black hospitals" and "black doctors" misleading the public [3]. Key Changes in the Guidelines - The guidelines prohibit any entity or individual, except legally established medical institutions, from publishing medical advertisements [4]. - The previous ambiguous definitions regarding promotional activities and health education have been removed, tightening the criteria for what constitutes advertising [4]. - The guidelines specify that linking health education content to medical services or products constitutes disguised advertising [4]. Focus on Internet Platforms - The rise of internet platforms has increased the volume of medical advertising, making it difficult for consumers to distinguish between advertising and educational content [6]. - Recent policies in Beijing aim to enhance compliance and promote legal awareness regarding medical advertising on digital platforms [6]. Collaborative Regulatory Efforts - The guidelines call for a coordinated approach among various regulatory bodies to effectively manage medical advertising [8]. - Local market supervision bureaus are collaborating with health and law enforcement departments to create a comprehensive regulatory network [8]. - A tiered regulatory approach is being implemented to avoid one-size-fits-all enforcement, allowing for leniency in minor violations [8].

Group 1 - The Ministry of Water Resources has initiated a Level IV emergency response for flood defense in Fujian and three other provinces [1] - The Ministry of Commerce announced countermeasures against two EU financial institutions starting from the 13th [1] - Two departments have urgently allocated 170 million yuan to support emergency rescue and disaster relief in seven provinces and cities [1] Group 2 - The State Administration for Market Regulation, the National Health Commission, and the National Administration of Traditional Chinese Medicine jointly released a guideline to strengthen the regulation of medical advertisements [1] - Two departments are soliciting opinions on the regulation that auxiliary driving cannot be considered as autonomous driving, and OTA upgrades without filing are prohibited [1] Group 3 - The 2025 World Humanoid Robot Games will open in Beijing on the 14th [1] - The total box office for the summer movie season in 2025 (including pre-sales) has surpassed 9 billion yuan [1] Group 4 - The U.S. federal government debt has exceeded 37 trillion dollars [3] - The U.S. government has declared a state of emergency in Washington D.C., with the National Guard deployed to the capital [3] - Former President Trump is considering legal action against Federal Reserve Chairman Jerome Powell [3]

Core Viewpoint - The joint release of the "Medical Advertising Recognition Guidelines" by the National Market Supervision Administration, the National Health Commission, and the National Administration of Traditional Chinese Medicine aims to provide clearer and more actionable guidance to combat illegal medical advertising [1][2]. Group 1: Regulatory Framework - The guidelines clarify what constitutes medical advertising and emphasize that only legally established medical institutions are permitted to publish medical advertisements [3]. - The guidelines also provide more operational rules to distinguish between "medical advertising," "medical information disclosure," and "health science popularization" [3]. Group 2: Regulatory Efforts and Impact - The National Market Supervision Administration has intensified its regulatory efforts against various forms of illegal medical advertising, including "miracle doctor" ads, and has developed enforcement guidelines to enhance collaboration with relevant departments [2][4]. - In Shanghai, the monitoring of illegal medical advertisements has shown a significant decline in violation rates, dropping from 3.89% in 2020 to 1.57% in 2024, representing a reduction of approximately 60% [5]. Group 3: Future Directions - The National Market Supervision Administration plans to use the release of the guidelines to guide local regulatory departments and industry authorities in promoting compliance among medical institutions regarding advertising practices [4]. - The focus will be on strengthening platform compliance guidance, optimizing advertising regulatory methods, and enhancing inter-departmental coordination [4].

Group 1 - The core viewpoint of the article is the release of the "Guidelines for the Identification of Medical Advertisements" by the State Administration for Market Regulation, the National Health Commission, and the National Administration of Traditional Chinese Medicine, aimed at effectively combating illegal medical advertisements [1] - The guidelines provide clearer and more actionable instructions to distinguish between legitimate medical information and misleading advertisements, addressing the challenges faced by medical institutions in publicizing normal medical information [1] - The guidelines specifically target the issue of unqualified "black hospitals" and "black doctors" misleading the public through advertisements, establishing strict limitations on who can publish medical advertisements [1]

谷保中表示，强化、优化对医疗广告活动的监管，一直是行业关注、群众关切的焦点。尤其是近年来， 随着人民群众多样化就医需求明显增多，医疗机构开展广告宣传的意愿也更加强烈，医疗广告繁荣发展 的同时也出现了一些损害群众切身利益的违法乱象。市场监管总局始终坚持人民至上，及时出台《医疗 广告监管工作指南》，并联合国家卫生健康委、国家中医药管理局共同制定了《医疗广告认定指南》。 责任编辑：刘万里 SF014 谷保中提到，近年来，医疗广告投放量迅速增长，同时也出现了借健康科普、医疗信息公示名义变相发 布医疗广告等问题，严重影响群众就医安全。为更好规范医疗机构广告发布活动，切实维护医疗广告市 场秩序，市场监管总局、国家卫生健康委、国家中医药管理局三部门联合制定并以公告形式公开发布了 《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。 8月13日，市场监管总局召开医疗领域广告监管专题新闻发布会。市场监管总局广告监管司市场稽查专 员谷保中在会上表示，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 ...

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]