Core Points - The article discusses the release of the "Guidelines for Medical Advertising Recognition" by three government departments, which clarifies the definition and regulations surrounding medical advertising [1] - The guidelines aim to combat the misuse of health information for disguised medical advertising, promoting a fairer and more orderly medical advertising market [1] Summary by Sections Definition and Scope - The guidelines provide a detailed definition of medical advertising, including the entities responsible for its publication and the principles for recognition [1] - Specific scenarios that do not constitute medical advertising are outlined, along with examples of disguised advertising through health information dissemination [1] Regulatory Framework - The guidelines specify behaviors that will be considered as disguised medical advertising during health promotion activities, such as recommending specific medical institutions or services, implying better outcomes at certain facilities, and linking to medical services or products [1] - Institutional arrangements for cooperation between market regulation and health departments are established for reporting and information sharing [1] Impact on the Market - The introduction of these guidelines is expected to enhance the identification and crackdown on illegal advertising practices, thereby protecting consumer rights and fostering a more equitable medical advertising environment [1]

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].

Core Viewpoint - The joint release of the "Medical Advertising Recognition Guidelines" by the State Administration for Market Regulation, 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 the definition of "medical advertising" and strictly limit the entities allowed to publish such advertisements, stating that only legally established medical institutions can do so [1]. - The guidelines differentiate between "medical advertising," "medical information disclosure," and "health science popularization," providing operational rules to help regulators identify and address misleading advertising practices [1][2]. Group 2: Enforcement and Impact - In the first half of 2025, the national market regulatory authorities handled 1,666 cases of illegal medical advertising, with fines totaling 12.78 million yuan [2]. - The State Administration for Market Regulation has intensified its enforcement efforts in the advertising market, focusing on the internet and key livelihood sectors, which includes medical, pharmaceutical, and health food advertising [2].

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]