Poor appearance is laziness and poverty? Outstanding appearance means diligence and success? In recent years, the term “appearance anxiety” has appeared frequently, and the economy of beauty has evolved into a business, but chaos has also emerged one after another, among which medical beauty advertisements have become “the hardest hit area.” Following the previous public consultation, the “Guidelines for Medical Beauty Advertising Law Enforcement” (hereinafter referred to as the “Guidelines”) was officially released.
On November 2, the State Administration for Market Regulation issued the “Guide”, which ranked first in combating the creation of “appearance anxiety.” However, in the current vigorous development of the medical aesthetics industry, false publicity of doctors’ qualifications and failure of plastic surgery are all over the place. With the implementation of medical beauty advertising regulatory policies, medicalcosmeticThe market is further regulated.
“How should young people in this class fight facial anxiety? “It is an article published by the Meilai Medical Plastic Surgery Hospital on its official WeChat account, “In fact, many girls have had this or other facial anxiety. They disliked that their skin was not good and their noses were not strong enough… In order to be confident, they chose plastic surgery. Or change yourself in other ways”. In the tweet, Mei Lai combined the two topics of facial anxiety and plastic surgery, and then attached the price of each item to the tweet.
But now, propaganda related to “appearance anxiety” doesn’t work. The “Guide” mentioned that the market supervision department will rectify all kinds of medical beauty advertising chaos in accordance with the law, and strive to solve the problem of great harm and concentrated public feedback.
Among them, creating “appearance anxiety” was listed in the first place. The “Guide” stated that it violates the good social customs, creates “appearance anxiety”, improperly associates poor appearance with negative evaluation factors such as “low energy”, “laziness” and “poverty” or associates outstanding appearance with “high quality” and “diligence”. Improper association of positive evaluation factors such as “success” is one of the key combat situations.
In addition, in violation of the laws and regulations of drugs, medical devices, advertisements, etc., advertise drugs and medical devices that have not been approved or filed by the drug management department; publicize diagnosis and treatment subjects and service items that have not been approved or filed by the health administrative department; publicize diagnosis and treatment Effect or make a guarantee of the safety and efficacy of diagnosis and treatment; use advertising spokespersons to make recommendations and certifications for medical beauty; to introduce health,Keep in good healthDisguised medical beauty advertisements in the form of knowledge, personal interviews, news reports, etc.; for food, health food,disinfectThe promotion of products and cosmetics and the treatment of diseases related to medical cosmetology and other situations will also be targeted.
Zhang Liming, head of the New Oxygen Technology Risk Control Committee, said that medical cosmetology has both medical attributes and consumer attributes. The “Guide” formulated by the State Administration of Market Supervision regulates the medical cosmetology market and effectively protects the legitimate rights and interests of consumers.
The medical beauty market has been booming in recent years. The “White Paper on Insights into China’s Medical Beauty Industry in 2020” shows that the size of China’s medical beauty market in 2020 is about 197.5 billion yuan, and its market size is expected to reach 311.5 billion yuan by 2023. However, the frequent occurrence of accidents and chaos has also caused controversy in the industry, with false advertisements, fabricated evaluations, and counterfeit confusion emerging one after another.
Some institutions fictitious before and after diagnosis and treatment, and some blindly advocate the efficacy of products or services. By using false cases and fictitious effects, they exaggerate and falsely publicize the effects of medical beauty, avoiding risks and sequelae.
According to statistics from the China Consumers Association, from 2015 to 2019, China’s medical aesthetics industry complaints increased significantly. In 2019, there were 6,138 complaints from the medical aesthetics industry, which was nearly 13 times the number in 2015. A few days ago, the State Administration for Market Regulation announced the typical cases of anti-unfair competition law enforcement in key areas in 2021 (the third batch). “, live broadcast and other methods of false propaganda and other behaviors were exposed.
“Appearance anxiety” is exaggerated, false propaganda is rampant, and cases of plastic surgery failure are frequent. In February of this year, actor Gao Liu posted a long post on Weibo about his unfortunate experience of having failed nose plastic surgery, which triggered widespread discussions on the chaos of medical beauty. In July, the internet celebrity Xiao Ran died of infection after undergoing liposuction in a plastic surgery hospital…
In contrast, medical and aesthetic institutions have made a lot of money. According to the previous prospectus submitted by Art Star Medical to the Hong Kong Stock Exchange, from 2015 to 2017, its three-year revenue totaled more than 2 billion yuan, of which the annualized compound growth rate of net profit in 2017 reached 196.1%. According to the previous prospectus of Peng Ai Medical Beauty, from 2016 to 2018, Peng Ai MedicalbeautifulRevenues were 585 million yuan, 697 million yuan and 761 million yuan respectively. According to the latest data, Peng Ai Medical Beauty’s 2020 operating income is approximately 902 million yuan, which is a leading position in the industry.
Due to the diverse and concealed publishing methods of medical beauty advertisements, supervision and law enforcement are facing challenges such as difficulty in monitoring, obtaining evidence, and making judgments. After the “Guide” is implemented, it will play a very good role in regulating and guiding supervision and law enforcement. Zhang Wenbo, senior partner of Beijing Jundu Law Firm and director of the life sciences and health medical legal department, told Beijing Business Daily that the “Guide” was officially released, effectively suppressing the effect of anxiety release, and seeking beauty more rational, and the penalties of non-compliant organizations Increase.
According to the requirements of the State Administration for Market Supervision, market supervision departments at all levels should guide and urge network platforms to establish and improve internal review mechanisms, and block illegal and illegal medical beauty advertisements in the process of advertising and providing Internet information services. Where network platform operators fail to fulfill their platform responsibilities in accordance with the law, the market supervision department shall strictly investigate and deal with them in accordance with the law.