Group 1 - The core viewpoint of the article emphasizes the increasing demand for diverse medical services and the need for stricter regulation of medical advertising to protect public health and safety [1][2] - The "Guidelines" issued by the regulatory authorities clarify the responsibilities of market regulation, health, and traditional medicine departments, enhancing collaborative oversight [2] - The "Guidelines" aim to prevent illegal medical advertisements by strictly defining the entities allowed to publish medical ads, which are only legally established medical institutions [1][2] Group 2 - The three departments plan to strengthen internal training for market regulation staff to improve their understanding and enforcement of the "Guidelines" [2] - There will be a concerted effort to clean up various "quack doctor" advertisements and promote compliance among medical institutions regarding information disclosure and health education [2] - The departments encourage local market regulators to refine collaborative oversight mechanisms based on the "Guidelines," enhancing the regulatory network [2]

Core Viewpoint - The State Administration for Market Regulation (SAMR) has released the "Guidelines for Medical Advertising Recognition" to address issues related to misleading advertisements from unqualified "black hospitals" and "black doctors" that confuse the public regarding medical choices [1][5]. Group 1: Regulatory Framework - The guidelines impose strict limitations on the entities allowed to publish medical advertisements, stating that only legally established medical institutions can do so, while any other individuals or organizations are prohibited from publishing medical ads either directly or through third parties [7]. - The guidelines provide clearer operational rules to distinguish between "medical advertisements," "medical information disclosure," and "health science popularization," enhancing regulatory clarity [7]. - The SAMR, in collaboration with the National Health Commission and the National Administration of Traditional Chinese Medicine, has developed these guidelines to better regulate medical advertising activities [5]. Group 2: Industry Response and Future Actions - With the rapid development of "Internet + Healthcare," there has been an increase in the blending of medical advertisements with health information, leading to illegal operators disguising ads as health education, which has raised significant public concern [3]. - The SAMR plans to use the release of the guidelines as an opportunity to guide medical institutions in conducting lawful and compliant advertising, while also refining inter-departmental collaborative regulatory mechanisms [9].

新华社北京8月13日电（记者赵文君）市场监管总局、国家卫生健康委、国家中医药局13日联合发 布《医疗广告认定指南》，为有力打击违法医疗广告提供更为清晰、更具可操作性的指引。 市场监管总局广告监管司市场稽查专员谷保中介绍，由于医疗广告、医疗信息和医疗科普在表现形 式上接近，广告监管实践中难以有效区分，对医疗机构开展正常医疗信息公开和面向公众的医疗科普造 成困扰，给变相发布违法违规医疗广告提供了可乘之机。 【纠错】 【责任编辑:施歌】 据了解，今年5月市场监管总局发布了《医疗广告监管工作指南》。指南主要针对医疗广告监管执 法的原则和具体监管规则作出细化规定，为市场监管部门提供更加明确的执法指引和实操指南，对查处 医疗广告违法案件过程中规范行使裁量权进行细化，对互联网平台防范和制止违法医疗广告信息发布和 传播的责任义务作出规定。 谷保中说，这两个指南都坚持规范与发展并重的原则，为医疗机构和互联网平台划定了更为清晰的 红线。在压实平台主体责任、精准打击变相发布医疗广告行为的同时，有助于防范和制止医疗行业商业 营销宣传领域的"内卷式"竞争。 聚焦社会反映集中的无资质"黑医院""黑医生"发布广告误导群众就医选择的问题，此 ...

Core Viewpoint - The release of the "Guidelines for the Identification of Medical Advertisements" aims to clarify the definition, publishing entities, identification principles, and specific circumstances related to medical advertising, thereby enhancing regulatory oversight in the sector [1] Group 1: Definition and Scope - The guidelines provide a detailed definition of medical advertisements and specify the entities responsible for publishing them [1] - It outlines the principles for identifying medical advertisements and delineates specific scenarios that qualify as such [1] Group 2: Regulatory Measures - The guidelines specify circumstances that do not constitute medical advertisements, thereby refining the regulatory framework [1] - It lists examples of disguised medical advertisements that utilize health information dissemination and medical science popularization [1] Group 3: Inter-Departmental Coordination - The guidelines establish institutional arrangements for the transfer of leads and situation reporting between market regulation, health, and traditional medicine departments [1] - This coordination aims to enhance the effectiveness of regulatory actions against illegal medical advertising practices [1] Group 4: Consumer Protection - The implementation of the guidelines is expected to create a fairer and more orderly medical advertising market, ultimately protecting the legitimate rights and interests of consumers [1]

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]