Health & Beauty

The State Administration for Market Regulation recently released the "Guidelines for the Enforcement of Medical Beauty Advertising (Draft for Solicitation of Comments)" to solicit public opinions from the public. The draft for comments clearly stated that medical cosmetology advertisements are medical advertisements and must not create "appearance anxiety", and that non-medical institutions such as life cosmetology institutions shall not conduct medical cosmetology advertisements.

The draft for comments stated that medical cosmetology advertisements are medical advertisements, and advertisers must obtain medical institution practice licenses in accordance with the law to publish or commission medical cosmetology advertisements; to publish medical cosmetology advertisements, medical cosmetology advertisements must obtain or verify medical advertisement review certificates in accordance with the law and publish them in accordance with regulations.

The draft for comments enumerates various types of medical beauty advertising chaos that the market supervision department has focused on cracking down on: creating "appearance anxiety", improperly linking poor appearance with negative evaluation factors such as "incompetence", "laziness" and "poverty" or making the appearance outstanding Improperly related to positive evaluation factors such as "high-quality", "diligence" and "success"; non-medical institutions such as life and beauty institutions carry out medical beauty advertising; advertise drugs and medical devices that have not been approved or filed by the drug management department; publicity; Diagnosis and treatment effect or guarantee the safety and efficacy of diagnosis and treatment; use the name or image of the patient to compare or prove the effect before and after diagnosis and treatment, etc.

For medical cosmetology advertisements involving “doctors” and “experts”, the draft for comments clarifies several types of situations: if the names and images of health technicians, medical education and scientific research institutions and their personnel appearing in medical cosmetology advertisements are true, they should be identified as The use of doctors or professionals to endorse medical advertisements is illegal; the advertisement declares people who have not obtained medical qualifications or medical education or scientific research-related titles as medical professionals such as "doctors" or "medical experts", or related personnel Wearing white lab coats that are enough to mislead consumers into thinking that they belong to professionals such as doctors should be regarded as false medical cosmetology advertisements; interviews with health technicians, medical education and scientific research personnel, and the address and contact information of relevant medical cosmetology institutions appear in special reports Such content shall be deemed to be the disguised release of medical beauty advertisements in the form of introduction of health, health knowledge, personal interviews, news reports, etc.