**: Northeast News Network.
*: China Consumer Daily.
In recent years, medical cosmetology live broadcast has become popular, and many medical cosmetology projects have been put on the shelves in the live broadcast room. After purchasing medical beauty items in the live broadcast room, many consumers reported encountering various problems. (According to the "Rule of Law**" report on November 28).
In the market trend of "everything can enter the live broadcast room", it seems logical that medical aesthetic projects will be put on the shelves in the live broadcast room. Some of the methods of medical cosmetology live broadcast seem to be no different from other live broadcast rooms, just the usual marketing operations. However, medical aesthetic products or services are not without any market thresholds, and there are special restrictions in the medical field and advertising and marketing, and there is a higher legal bottom line. In e-commerce platforms, some medical cosmetology live broadcasts have broken through the bottom line of the law at many points, creating "infringement scars".
The legal definition of medical advertising is: advertisements that directly or indirectly introduce medical institutions or medical services in various media or forms. Obviously, the promotion of medical cosmetology projects in the live broadcast room and the drainage of offline medical cosmetology marketing also belong to the category of medical advertising. The Measures for the Administration of Medical Advertisements clearly stipulate that medical institutions publishing medical advertisements shall apply for a review of medical advertisements before publication. Medical advertisements must not be published without obtaining a "Medical Advertisement Review Certificate". The content of medical advertisements is limited to the medical establishment's first name, address, diagnosis and treatment subjects, reception hours, contact**, and other items, and must not contain situations such as "involving medical technology, diagnosis and treatment methods, disease names, and drugs", "guarantees** or implied guarantees**", "publicity ** rate, effective rate, and other diagnosis and treatment effects".
In fact, many medical cosmetology live broadcasts have not gone through the medical advertisement review process and do not meet the legal requirements for medical advertising. Regardless of whether the medical beauty live broadcast has obtained the medical advertisement review certificate, the "universal skin card" promoted by some anchors has blown the relevant technology, method or product efficacy to the sky, claiming that "it can solve all problem skin", which has triggered the "negative list" of medical advertising. Some medical cosmetology live broadcast rooms still have problems such as selling fake and shoddy products, falsely exaggerating promises, and inducing consumers to place orders blindly, disrupting market order, hindering fair competition, and infringing on the legitimate rights and interests of consumers.
The live broadcast of medical cosmetology also needs "supervised beauty", and the "infringement scars" of the live broadcast room of medical cosmetology should also be removed. In view of the chaos in the live broadcast room of medical cosmetology, the regulatory authorities, industry associations, consumer organizations, live broadcast platforms and other parties should form a joint responsibility force and start a joint governance mechanism - according to the content of the live broadcast of medical cosmetology, give the qualitative definition of whether it is a medical advertisement, and improve the industry management rules and standards. On this basis, strictly supervise the live broadcast of medical cosmetology in the scope of medical advertising, refine the negative list, draw a clear bottom line of the law, ban and ban medical cosmetology live broadcasts that have not obtained a medical advertisement review certificate, and ensure that the content of medical cosmetology live broadcast is within the scope of legal restrictions. Regulate other medical cosmetology live broadcasts that are not medical advertisements as ordinary advertising and marketing conduct, focusing on issues such as false and exaggerated propaganda and the promotion of fake and inferior products. While cracking down on illegal acts of medical cosmetology live streaming in accordance with the law, strengthen legal popularization and publicity through the release of typical cases, standardize the management of anchors and operators in the medical cosmetology live streaming chain, and warn and guide consumers.
Consumers should also be vigilant about the words of the medical cosmetology live broadcast room, not blindly believe the promotional content of the medical cosmetology live broadcast room, and do not blindly place orders. Consumers should rationally choose medical aesthetic products and projects, consult and compare with multiple parties, and try to choose medical aesthetic institutions with complete qualifications and good reputation. In the process of consumption, consumers should also retain evidence such as the promotional information, commitments and communication records of medical cosmetology anchors and medical cosmetology institutions, and actively protect their rights in accordance with the law in the event of infringement disputes.
Tangshan guest) responsible editor: Zhang Yanbei.