市監局:醫美廣告製造容貌焦慮將被重點打擊
為提升醫療美容廣告監管規則的科學性、規範性,維護消費者合法權益,國家市場監管總局公布,就《醫療美容廣告執法指南(徵求意見稿)》公開徵求意見,明確將重點打擊製造「容貌焦慮」、利用廣告代言人為醫療美容做推薦等各類醫療美容廣告亂象。
該徵求意見稿具體指出,將重點打擊違反藥品、醫療器械、廣告等法律法規規定,對未經藥品管理部門審批或者備案的藥品、醫療器械作廣告。利用廣告代言人為醫療美容做推薦、證明。醫療美容廣告中出現的所謂「推薦官」、「體驗官」等,以自己名義或者形象為醫療美容做推薦証明的,應當被認定為廣告代言人。以介紹健康、養生知識、人物專訪、新聞報道等形式變相發布醫療美容廣告。對食品、保健食品、消毒產品、化妝品宣傳疾病治療功能或者對保健食品之外的其他食品聲稱具有保健功能等行為。
針對醫療美容廣告中涉及「醫生」、「專家」的,市監部門提到,應注意醫療美容廣告中出現的衛生技術人員、醫療教育科研機構及其人員的名義、形象屬實的,應認定為使用醫生或者專業人士為醫療廣告代言的廣告違法行為。(ta/w) ~
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