Core Viewpoint - The article discusses the recent guidelines issued by the National Medical Products Administration (NMPA) to regulate online sales of prescription drugs, aiming to establish a comprehensive risk prevention mechanism for the entire chain from drug promotion to distribution and traceability [4][5]. Summary by Sections Regulatory Framework - The new guidelines provide detailed operational guidance for compliant business practices in the online prescription drug market, addressing existing regulatory gaps due to the rapid development of e-commerce platforms [4][5]. - The guidelines emphasize the need for real and reliable prescription sources, requiring real-name registration and ensuring that prescription reviews are conducted by qualified professionals rather than automated systems [5][6]. Compliance and Enforcement - The guidelines mandate that every prescription must undergo professional review to ensure the prescribing physician has the necessary qualifications and that the prescribed medications are safe and appropriate [6]. - The document also prohibits misleading marketing practices, such as "buy one get one free" promotions, and restricts the use of various online marketing methods for prescription drugs [6]. Implementation and Future Outlook - Although the guidelines are not formal regulations, they are seen as a concrete elaboration of existing laws, providing a strong basis for implementation and operational guidance for companies [6]. - The effective parts of these guidelines may eventually be incorporated into formal legislation, reflecting regulatory responsiveness to new internet business models [6].