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| Announcement of the State Administration for Market Regulation of Issuing the Guidelines for the Regulation of Medical Advertising | | 市场监管总局关于发布《医疗广告监管工作指南》的公告 |
| For the purpose of regulating and strengthening the administration of medical advertising and effectively maintaining the order of the medical advertising market, the State Administration for Market Regulation has formulated the Guidelines for the Regulation of Medical Advertising in accordance with the Advertising Law of the People's Republic of China, the Administrative Sanctioning Law of the People's Republic of China, the Measures for the Administration of Internet Advertising, the Measures for the Administration of Medical Advertisements, and other laws and regulations. The Guidelines are hereby issued. | | 为规范和加强医疗广告监管，有力维护医疗广告市场秩序，依据《中华人民共和国广告法》《中华人民共和国行政处罚法》《互联网广告管理办法》《医疗广告管理办法》等法律法规，市场监管总局制定了《医疗广告监管工作指南》，现予以发布。 |
| | 特此公告。 |
| State Administration for Market Regulation | | 市场监管总局 |
| May 9, 2025 | | 2025年5月9日 |
| Guidelines for the Regulation of Medical Advertising | | 医疗广告监管工作指南 |
| I. For the purpose of further regulating the administration of medical advertising by market regulatory departments, maintaining the order of the medical advertising market, and promoting the sound and orderly development of the healthcare industry, these Guidelines are formulated in accordance with the Advertising Law of the People's Republic of China (the “Advertising Law”), the Administrative Sanctioning Law of the People's Republic of China (the “Administrative Sanctioning Law”), the Measures for the Administration of Internet Advertising, the Measures for the Administration of Medical Advertisements, and other laws and regulations. | | 一、为进一步规范市场监督管理部门医疗广告监管工作，维护医疗广告市场秩序，促进医疗行业健康有序发展，依据《中华人民共和国广告法》（以下简称《广告法》）、《中华人民共和国行政处罚法》（以下简称《行政处罚法》）、《互联网广告管理办法》、《医疗广告管理办法》等法律法规，制定本指南。 |
| II. Except for legally established medical institutions, no entity or individual shall publish medical advertisements independently or entrust others to do so. | | 二、除依法设立的医疗机构外，任何单位和个人不得自行或者委托他人发布医疗广告。 |
| III. In handling cases involving illegal medical advertisements, market regulatory departments shall comprehensively assess the facts, nature, circumstances, and the degree of social harm of the violation to ensure that any penalty imposed is commensurate with the nature and severity of the offense. | | 三、市场监督管理部门查处医疗广告违法案件，应当综合研判医疗广告违法行为的事实、性质、情节以及社会危害程度，做到过罚相当。 |
| IV. Where a medical advertisement is published without undergoing advertisement review, but the content is limited to the primary registered name of the medical institution, address, ownership form, category of the medical institution, medical departments, number of beds, consultation hours, and contact number, and such content is consistent with the particulars specified in the practicing license (or record filing) of the medical institution, a decision of non-imposition of administrative sanction may be rendered in accordance with the relevant provisions of the Administrative Sanctioning Law. Where the content is inconsistent with the particulars specified in the practicing license (or record filing), and is likely to materially mislead consumers or patients in their choice of medical services, the relevant party shall be investigated and dealt with in accordance with the relevant provisions of the Advertising Law. | | 四、未经广告审查发布医疗广告，但广告内容仅限于医疗机构第一名称、地址、所有制形式、医疗机构类别、诊疗科目、床位数、接诊时间、联系电话，且与医疗机构执业许可（备案）事项一致，可以依据《行政处罚法》有关规定，对相关当事人作出不予行政处罚的决定；与医疗机构执业许可（备案）事项不符，且会对消费者、患者就医选择造成实质性误导的，依据《广告法》有关规定，对相关当事人进行查处。 |
| Where the name of a medical institution as presented in an advertisement is inconsistent with its primary registered name, and the advertisement is suspected of passing off a hospital with a certain degree of public influence, the relevant party shall be investigated and dealt with in accordance with relevant laws and regulations. | | 广告中宣传的医疗机构名称与医疗机构第一名称不一致，且涉嫌仿冒有一定影响的医院的，依据相关法律法规查处。 |
| V. Where a medical advertisement continues to be published or is republished after the expiry of its medical advertisement review certificate, but the content is consistent with the certificate and the actual circumstances of the medical institution, a decision of non-imposition of administrative sanction may be rendered in accordance with the relevant provisions of the Administrative Sanctioning Law. | | 五、医疗广告审查证明文件有效期届满后，未停止发布或者再次发布医疗广告，且医疗广告与广告审查证明文件、医疗机构实际情况一致的，可以依据《行政处罚法》有关规定，对相关当事人作出不予行政处罚的决定。 |
| ．．．．．． | | ．．．．．． |
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