Chinanews.com, November 2nd. The State Administration for Market Regulation released on the 2nd the "Guidelines for the Enforcement of Medical Beauty Advertising" (hereinafter referred to as the "Guidelines").
The "Guide" mentions that nine types of situations, such as publicizing the effectiveness of diagnosis and treatment, or making guarantees about the safety and efficacy of diagnosis and treatment, will be targeted.
The nine types of situations are as follows:
(1) Violating the good social customs, creating "appearance anxiety", improperly linking poor appearance with negative evaluation factors such as "low energy", "laziness" and "poverty", or distinguishing appearance with "high quality", "diligence" and "success" Improperly related factors such as positive evaluation.
(2) Violating the laws and regulations of drugs, medical devices, advertisements, etc., advertising drugs and medical devices that have not been approved or filed by the drug administration department.
(3) Propaganda of medical treatment subjects and service items that have not been approved and filed by the health administrative department.
(4) Promote the effectiveness of diagnosis and treatment or make guaranteeing commitments to the safety and efficacy of diagnosis and treatment.
(5) Use the names and images of industry associations and other social associations or organizations as proofs, and use the names or images of patients to compare or prove the effects before and after diagnosis and treatment.
(6) Use advertising spokespersons to make recommendations and certifications for medical cosmetology.
The so-called "recommendation officer", "experience officer", etc. appearing in medical beauty advertisements who make a recommendation certificate for medical beauty in their own name or image shall be recognized as advertising spokespersons.
(7) Disguised advertisements for medical cosmetology in the form of introducing health, health preservation knowledge, interviews with people, and news reports.
(8) Propaganda and treatment of diseases related to medical beauty in food, health food, disinfection products, and cosmetics.
(9) Other acts that violate advertising laws and regulations and seriously infringe upon the rights and interests of the masses.
The State Administration for Market Regulation reminds that if “doctors” and “experts” are involved in medical beauty advertisements, the market supervision department should pay attention to the following situations:
(1) 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 shall be deemed to be illegal acts of advertising using doctors or professionals as endorsements for medical advertisements.
(2) In the advertisement, people who have not obtained medical qualifications or medical education or scientific research-related professional titles are declared to be medical professionals such as "doctors" and "medical experts", which are sufficient to mislead consumers into thinking that they are professionals such as doctors. It is a false medical beauty advertisement.
If relevant personnel are suspected of illegally practicing medicine, they must promptly report to the health administrative department at the same level.
(3) Interviews with health technicians, medical education and scientific research personnel, and special reports that include the address and contact information of the beauty and medical institutions should be recognized as disguised in the form of introducing health, health knowledge, personal interviews, news reports, etc. Publish medical beauty advertisements.