Mei Zhiyuan
The professional certification of private medical and aesthetic institutions has been cancelled, 279,000 medical and cosmetic violation notes have been disposed of, and medical and aesthetic doctors from tertiary hospitals and tertiary hospitals have been continuously introduced... A few days ago, Xiaohongshu launched a new round of "false grass planting" content. Governance, the focus is on the medical aesthetics industry, which has received much attention for some time.
In May 2021, eight departments including the National Health and Medical Commission issued the "Special Rectification Work Plan for Combating Illegal Medical Beauty Services". , the medical beauty industry has entered a new round of strict rectification period.
Relevant platforms and content communities responded positively and launched a "combination punch" for the special governance of medical aesthetics, showing a clear attitude and determination to eliminate chaos and better serve the needs of users.
In recent years, the demand for medical beauty has gradually become a popular consumption area.
Fundamentally speaking, this stems from the aesthetic needs that arise naturally from the continuous progress of material life, and is an important aspect and concrete manifestation of people's growing demand for a better life.
In this process, the important role of the information supply of the network platform and the content community and the reference for consumption decision-making has become increasingly prominent.
On the one hand, these platforms and communities are objectively important channels for people to obtain information; on the other hand, various commercial organizations also frequently use these platforms to spread grass-growing content, which is easy to mislead users.
This requires the platform to do a good job in content management, improve the supply of high-quality content, combat false and inappropriate content, and maintain a healthy and clear community environment.
From the previous unrelenting response to "false grass planting" and "Internet navy" to this heavy-handed attack on medical aesthetics, a series of actions taken by relevant platforms and content communities shows that "false grass planting" is ultimately related to the value of the platform. Orientation is out of place.
For a period of time, the field of medical aesthetics has become the hardest hit area for "false grass planting". Once such information has a negative impact on users, it will cause harm to the user's body and mind.
Only by standardizing the management of medical beauty content and severely cracking down on "false grass planting" can users' rights and interests be protected to a greater extent.
It should be clearly seen that the openness of the Internet itself determines that the governance of "false grass" is a protracted battle.
With the massive amount of information released by users, many "agent writing agencies" are good at making a new face, and some commercial agencies do everything possible to exploit loopholes and try to brush the ball... In this regard, users not only need to continuously enhance their awareness of rational consumption and improve their self-discrimination, but also need platforms and brands. The parties, regulatory authorities and other parties should coordinate and link together to form a joint governance force.
For regulatory authorities and the industry, it is necessary to keep pace with the times and improve relevant advertising information release specifications, so as to provide platforms and users with strong legal and regulatory support.
For the platform, it is necessary to carry out targeted multi-dimensional heavy-handed governance for different links such as the certification of settled institutions, increase content review, and strengthen review and clean-up, so as to maximize the effectiveness of governance.
What cannot be ignored is that the needs of consumers exist objectively—whether it is to advocate rational consumption or to better meet actual consumption needs, it means that the governance of "false grass planting" requires a severe crackdown on "blocking". It is also necessary to strengthen the "sparseness" of the supply of high-quality content information.
The former is used to plug loopholes and improve the supervision and governance of the whole chain; the latter is used to enhance awareness and guide users and consumers to correctly understand and make reasonable decisions.
According to reports, while Xiaohongshu continues to strengthen the management of false medical and aesthetic content information, it also continues to strengthen the introduction of professional content. Consumers are guided positively.
These experiences are worth learning from.
With the gradual deepening of the special governance of the linkage between the regulatory authorities and the platform, all parties should continue to deepen their understanding of the collaborative governance of the whole chain in practice, so as to promote the formation of a stronger synergy and better meet the growing good life of users and consumers. need.