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The medical and beauty industry welcomes regulation again.

On August 27, the website of the General Administration of Market Supervision issued an announcement on soliciting opinions on the Law Enforcement guidelines for Medical Beauty Advertising (draft for soliciting opinions). The draft pointed out that the market regulatory departments should deal with all kinds of medical beauty advertisements in accordance with the law, and strive to solve the problems of great harmfulness and concentrated public response. These include focusing on ten behaviors such as cracking down on the creation of "appearance anxiety".

From the specific opinions of the guidelines, the regulatory authorities mainly proceed from the management of medical and beauty business activities, clarify the attributes of medical advertisements, and strengthen the release and review.

The supervision of the medical and beauty industry is stricter and the attribute of medical advertising is clearly defined.

According to the draft for soliciting opinions, the guidelines for the law enforcement of medical beauty advertisements are designed to remind local market regulatory departments at all levels of the issues that need to be paid attention to in the supervision of medical beauty advertisements, and to provide guidance for local market regulatory departments at all levels to strengthen the supervision of medical beauty advertisements.

It should be pointed out that the medical cosmetology referred to in the guidelines refers to the use of surgery, drugs, medical devices and other invasive or invasive medical techniques to repair and reshape the appearance and various parts of the human body. Medical beauty advertisements referred to in the guidelines refer to advertisements that directly or indirectly introduce medical beauty institutions or medical beauty services through certain media or forms.

For medical beauty advertisements, the guide clearly states that medical beauty advertisements belong to medical advertisements, and advertisers must obtain a practice license for medical institutions in accordance with the law before they can issue or entrust the release of medical beauty advertisements; the publication of medical beauty advertisements must obtain or examine the Medical Advertising examination Certificate and issue it in accordance with the regulations.

In addition, if "doctors" or "experts" are involved in medical beauty advertisements, the market regulatory authorities should pay attention to the following situations:

(1) if the names and images of health technical personnel, medical education and scientific research institutions and their personnel in medical beauty advertisements are true, they shall be recognized as illegal acts of using doctors or professionals to endorse medical advertisements.

(2) where a person who has not obtained the professional qualification of a doctor or the title of medical education or scientific research in accordance with the law is declared as a medical professional such as "doctor" or "medical expert" in the advertisement, or the relevant personnel are wearing a white lab coat, if it is enough to mislead consumers into thinking that they belong to doctors and other professionals, it shall be regarded as a false medical beauty advertisement. If the relevant personnel are suspected of practicing medicine illegally, they shall promptly report to the administrative department of health at the same level.

(3) where the address and contact information of medical beauty institutions appear in exclusive interviews or special reports of health technical personnel, medical education and scientific research personnel, it should be determined to publish medical beauty advertisements in a disguised form in the form of introducing health, health-preserving knowledge, exclusive interviews with characters, news reports, and so on.

In short, from the point of view of the guidelines, the regulatory authorities mainly proceed from the management of medical and beauty business activities, clarify the attributes of medical advertisements and strengthen the release and review.

Crack down on ten behaviors such as creating "appearance anxiety"

Specifically, the market regulatory authorities will focus on cracking down on the following situations:

(1) go against the good social fashion and create "appearance anxiety". Improperly associate poor appearance with negative evaluation factors such as "imbecility", "laziness" and "poverty", or improperly associate good appearance with positive evaluation factors such as "high quality", "diligence" and "success".

(2) to advertise drugs and medical devices that have not been examined and approved or put on record by the drug administrative department in violation of the provisions of laws and regulations such as drugs, medical devices and advertisements.

(3) to publicize or contain contents such as diagnosis and treatment subjects and service items that have not been examined and approved or put on record by the administrative department of health and health.

(4) publicizing the effect of diagnosis and treatment or making a guaranteed commitment to the safety and efficacy of diagnosis and treatment.

(5) to use the name or image of the patient to compare the effects before and after diagnosis and treatment or to prove it.

(6) to make use of advertising spokesmen to recommend and certify medical cosmetology. The so-called "recommendation officer" and "experience officer" that appear in the medical beauty advertisement, who make the recommendation certificate for the medical beauty in their own name or image, should be recognized as advertising spokesmen.

(7) to publish medical beauty advertisements in disguised form in the form of introducing health, health-preserving knowledge, exclusive interviews with people, news reports, etc.

(8) Life cosmetic institutions and other non-medical institutions shall carry out advertising and publicity for medical cosmetology.

(9) publicizing the function of treating diseases to food, health food, disinfection products and cosmetics or claiming to have health care functions for foods other than health food.

(10) other acts that seriously infringe upon the rights and interests of the masses in violation of advertising laws and regulations.

The concept index has fallen nearly 30% since July, and leading enterprises think that strict supervision is good.

In recent years, the domestic medical and beauty industry has developed rapidly, but also gave rise to a lot of problems. At the same time, the chaos in the medical and beauty industry has attracted sustained regulatory attention.

In terms of cracking down on the industry's marketing model, regulation has been involved before. On June 10, the National Health Commission and other eight ministries jointly issued the "Special rectification work Plan for cracking down on illegal Medical Beauty Services" and decided to jointly carry out the special rectification work to crack down on illegal medical beauty services from June to December 2021. These include cracking down on illegal medical and beauty-related activities. Units and individuals that do not have the legal conditions shall not carry out medical and beauty services, nor may they publish medical advertisements in a disguised form, and encourage award-winning reports of illegal acts, and so on.

Since 2020, the heat of the medical and beauty sector in the secondary market has continued to heat up. However, after the medical beauty track was hammered, the plate has cooled down in the past two months. The Wind medical and beauty index rose to 3879.73 points on July 1 this year, but it has since fluctuated, falling 26.62 per cent since July.

In terms of individual stocks, since July, International MedicineThe share price fell by more than 40%; Oyuanmei Valley, Longzi sharesAll fell by more than 38%; Huaxi BiologyEast China MedicineAll fell by more than 31%.The decline was about 24%.

This time, after the release of the Law Enforcement Guide for Medical Beauty Advertising (draft for soliciting opinions), investors discussed it more enthusiastically, and there were more divergent voices.

For example, in Emmett's stock bar, some investors think that "to crack down on black medical beauty, good for the formal medical beauty company," while some investors said that "there is no escape from the limit on Monday."

In fact, many medical and beauty companies have recently expressed their views on the recent rectification of the medical and beauty industry in the above-mentioned countries.

For example, according to a survey conducted by Aimeke reception agencies on August 24, medical cosmetology is a very hot and emerging industry, so it is understandable that it is subject to strict supervision. after all, the industry is still in the early stage of development. there are some phased problems. The company believes that the continuation of strict supervision can promote the standardized operation of the industry, which is conducive to the development of the industry. Whether they are medical device and drug suppliers in the industry, or downstream medical institutions, under the strict supervision of the state, they can establish a good reputation among consumers; and as the industry information becomes more transparent and symmetrical, it is beneficial to enhance consumers' confidence in the medical and beauty industry and to improve the penetration rate of products.

In a survey conducted by institutions this month, East China Pharmaceutical also said that the state's efforts to rectify and standardize the medical and beauty industry will help eliminate illegal medical and beauty institutions, speed up the clearance of the industry, increase the market share and industry concentration of legal institutions, promote the supply-side reform of the medical and beauty industry, and reshape the industry pattern.