Our reporter Yang Zhaokui
Driven by interests, some medical and aesthetic institutions create "appearance anxiety" and "body anxiety" emotions among consumers, and mislead blind and impulsive consumption through false propaganda and excessive propaganda.
The relevant person in charge of the State Administration of Market Supervision stated that to standardize medical aesthetics marketing and promotion, it is necessary not only to eliminate false publicity, exaggerated publicity and other ills, but also to rectify the disguised misleading such as implant promotion and false marketing through the forms of "soft text" and "grass notes". The behavior of the public.
Falsely publicize the qualifications of doctors and the qualifications of medical institutions; falsely publicize the efficacy of medical beauty products and service effects; make up fictitious transactions and false evaluations through "scaling and speculation", fabricating user reviews, live broadcast of goods, etc., misleading consumers' blind consumption and impulsiveness Consumption, and even failed cases of medical aesthetics and plastic surgery...
In recent years, with the continuous heating up of the "face value economy", driven by interests, the problems of false propaganda, excessive propaganda, and improper orientation in medical beauty advertisements have become increasingly prominent, contributing to the spread of "appearance anxiety".
According to the company's data, the risk information related to "medical beauty" is increasing year by year, reaching 690 in 2020.
As of October 25, there have been 721 pieces of relevant risk information in 2021.
Since the beginning of this year, the State Administration of Market Supervision has carried out special rectifications on anti-unfair competition law enforcement in key areas across the country, severely cracked down on unfair competition behaviors such as false propaganda, counterfeiting and confusion in the medical aesthetics field, and investigated and handled a number of unfair competition cases in the medical aesthetics market. Standardize the order of competition in the medical aesthetics market.
From January to September this year, market supervision departments at all levels across the country investigated and handled 5,397 cases of unfair competition, with a fine of 350 million yuan.
Among them, 71 cases involved false propaganda in the field of medical beauty, with a fine of 3.55 million yuan.
Today, the State Administration of Market Supervision announced 10 cases of unfair competition in the medical beauty market such as false publicity, counterfeiting and confusion. The cases were exposed, and the efforts to explain the law were increased to remind consumers that they must consume scientifically and rationally, and must not blindly follow the trend and impulsively. Consumption.
Falsely publicize the qualifications of doctors and medical institutions
The relevant person in charge of the State Administration of Market Supervision pointed out that the illegal problems in the medical aesthetics industry can be summarized as the "three nons", namely, illegal medical aesthetics institutions, illegal medical aesthetics doctors, and illegal medical aesthetics products.
In practice, due to the small number of doctors and the high demand, some medical institutions endorse the effect of medical cosmetology with gimmicks such as famous doctors and professional medical qualifications.
Through fiction, exaggeration of doctors’ qualifications, medical institution qualifications and honors, etc., consumers are given the illusion of service quality assurance; they even improperly associate outstanding appearance with “high-quality” and “success”, fabricating stories such as “plastic surgery changes destiny” to deceive , Misleading consumers and distorting aesthetic perceptions.
In June of this year, the law enforcement officers of the Beijing market supervision department found that the clinic doctor Li of Beijing Aiyue Lige Medical Beauty Clinic Co., Ltd. promoted under the homepage of the Dianping APP "Iyyue Lige Medical Aesthetics" was a doctor in the former top three hospitals. But in fact, the doctor had only studied at the China-Japan Friendship Hospital, not an official doctor of the China-Japan Friendship Hospital.
In addition to falsely publicizing the qualifications of doctors, some companies have also been named for falsely publicizing the qualifications of medical institutions.
It is reported that Sichuan Mianyang Hanmei Medical Management Service Co., Ltd. fabricated that it developed from Seoul, South Korea, and has 68 branches, which belong to the international chain medical beauty institutions, but it is actually false propaganda.
Comparison chart before and after fictitious diagnosis and treatment
In June 2020, the law enforcement officers of the market supervision department of Taizhou City, Zhejiang Province found out that Zhejiang Taizhou Yixing Medical Beauty Hospital Co., Ltd. released the "Oxygen Zuzmc Beauty Diary 3.11 Prosthesis Breast Augmentation" on the new oxygen medical beauty platform. The beautiful diary of the last life 6.15 "Multiple noses" medical beauty cases are cases of other hospitals in the Yixing Group, not the real cases of the company’s hospital, but the company labeled "Hospital: Yixing Plastic Surgery Hospital (Taizhou flagship store) under the case. ".
At the same time, the company uses images of patients on the website for publicity, shows the operation process and post-operative photos, and uses false cases to promote itself, which can easily mislead consumers.
The company's behavior violated the provisions of Article 8 Paragraph 1 of the Anti-Unfair Competition Law, and was ordered by the local market supervision department to stop the illegal activities and was fined 250,000 yuan.
In addition, the relevant person in charge of the State Administration of Market Supervision stated that some institutions have also fabricated comparison charts before and after diagnosis and treatment, and some have blindly promoted the efficacy of products or services, and exaggerated and falsely promoted the effects of medical beauty through the use of false cases and fictitious effects. Avoid talking about risks and sequelae.
Fabricate user reviews to mislead consumption
Due to the characteristics of high single-time consumer prices in the medical aesthetics industry, complex expertise involved, and high risk of making mistakes in decision-making, many consumers will mostly use the Internet to research "strategy", "notes" and "evaluation" before consumption.
However, consumer reviews and other content that originally required consumers to write based on real service experience were falsified by some unscrupulous medical and aesthetic institutions.
Some organizations use methods such as "swiping orders and speculating letters", fabricating user reviews, live-streaming goods and other methods to fabricate transactions and false evaluations to induce consumers to consume impulsively. There are even cases of failure of medical aesthetics and plastic surgery.
On January 9 this year, the new oxygen account "Oxygen bqwbqo" released the diary evaluation content under the new oxygen account of Shanghai Meixizhuoxin Medical Beauty Clinic Co., Ltd. The user is an employee of the party’s company. The employee purchased the medical beauty items sold by the party at the request of his superiors in order to fabricate user reviews for the party’s new oxygen account to gain praise and increase popularity. The employee did not actually accept the relevant project services and was a fictitious transaction , False propaganda by fabricating user reviews.
There are also companies that conduct false propaganda through live broadcasts.
In December 2020, the law enforcement officers of the Beijing market supervision department found that Mengquan Fashion (Beijing) Trading Co., Ltd. used the live broadcast account registered on the Kuaishou short video APP to conduct live broadcast to promote the online sales of self-operated products.
However, the anchor He Mou used therapeutic functional expressions in the process of promoting the second-class disinfection products (non-medicine and medical equipment) labelled as "Huayuan Miyu Antibacterial Gel", which caused misleading to consumers.
“Therefore, to regulate the marketing and promotion of medical beauty, it is necessary not only to eliminate false and exaggerated publicity, but also to rectify the use of "soft text" and "grass notes" for implant promotion, false marketing and other behaviors that mislead the public in disguise." The relevant person in charge of the General Administration of Supervision said.
(Report from Beijing, October 25th)