看病问医前刷到的医疗科普，是真专业还是"流量套路"？ 抖音相关负责人表示，自2021年搭建医疗资质认证体系以来，平台已形成"准入－巡查－准出"三级风控 机制，开展资质年审机制；在医疗内容审核方面，开展资质准入，自媒体账号未经平台资质审核与备 案，不得发布医疗科普内容，同时严厉打击"挂证"行为，常态化处置无资质发文账号，整治违规导流行 为。 "我们认为医疗健康账号的使命是让用户获得更专业、有用、纯粹的医疗科普内容。因此，对于有医生 资质认证的账号，平台限制了账号部分社交互动功能，以及直播带货、电商橱窗、广告分成等营利性权 限。"该负责人表示。 快手相关负责人表示，平台要求自媒体医疗账号需同时完成实名认证与专业资质核验，如医师执业证、 医疗机构许可证，认证后主页将显示专属标识。针对账号发布内容一致性，快手建立常态化巡查机制， 对名称、头像、简介及发布内容进行持续监控，对跨专业科普、夸大疗效等违规行为进行处置。 快手负责人介绍，平台还通过大模型进行专项审核，覆盖语义、图片、表情包等环节，提升导流信息及 医疗特征的识别能力。同时启动"健康守护计划"，招募优质健康创作者和用户作为内容评审官，与平台 一起共同守护健康知识 ...

Core Insights - The rise of medical popularization on short video and live streaming platforms has led to both positive and negative outcomes, with some individuals misusing the platform for selling drugs and medical devices under the guise of health education [1][2] - Regulatory bodies in China have begun to implement guidelines to standardize medical popularization practices, aiming to protect public health and ensure accurate information dissemination [1][2] Group 1: Demand and Supply of Medical Popularization - There is a significant demand for medical popularization content, with 92.1% of 1.074 billion online viewers having encountered health-related content on short video platforms, and 63% of them regularly following health accounts [2] - Despite the demand, the supply of quality medical popularization content remains insufficient, with the national health literacy level projected to be only 31.87% in 2024, highlighting a considerable gap in health knowledge [2][3] Group 2: Professional Involvement and Innovation - Medical professionals are crucial for effective health education, and initiatives in places like Shanghai and Gansu are encouraging their participation by integrating health education into professional evaluations [2] - Innovative formats such as micro-dramas and stage plays are being utilized to make medical knowledge more accessible and engaging for the public, thereby enhancing understanding and retention [3] Group 3: Goals of Medical Popularization - The objective of medical popularization should extend beyond merely conveying information to fostering a deeper understanding of medical concepts and encouraging proactive health exploration among the public [3] - By promoting high-quality and authoritative health education, the industry can combat misinformation and improve overall societal health literacy, contributing to the broader goal of building a healthier China [3]