In 2024, problems in the medical beauty industry were exposed earlier than before. On the evening of February 23, CCTV's "Focus Interview" focused on the chaos in the medical beauty live broadcast industry, exposing such things as false propaganda, exaggerated effects, misleading consumers, etc. question. Subsequently, all Douyin medical beauty live broadcasts were stopped. On the occasion of the "March 15" International Consumer Rights Day in 2024, Yangcheng Evening News' "Health Weekly" specially invited senior experts in the industry to provide reminders to guide consumers to consume rationally in response to some chaos and routines in the medical beauty industry. (Yangcheng Evening News, March 12)
In recent years, big moves have been made frequently to deal with the chaos in medical beauty, but the chaos in medical beauty has not yet been completely cured. Looking at the five common categories of chaos and routines in the medical beauty industry sorted out by the media, some are old "pitfalls", such as publishing false information, illegal use of legal products, inducing over-treatment, etc.; some are new "pitfalls" that have emerged in recent years. ", such as using "acquaintances" and "friends" introduction models to induce traffic, using "group buying" and "free trial" methods to attract traffic, etc. In reality, there are many old “pits” and new “pits” that make it difficult to guard against. Once consumers fall into the "trap", they will not only cause economic losses, but may also become "disfigured" if their "plastic surgery" fails.
In fact, from the perspective of laws and regulations, there are many "pitfalls" in the medical beauty industry. For example, in 2021, the "Medical Beauty Advertising Law Enforcement Guidelines" formulated by the State Administration for Market Regulation in accordance with the "Advertising Law", "Medical Advertising Management Measures" and other laws and regulations, clearly targeted "nine situations" to be targeted, including creating anxiety about appearance and using spokespersons to Make recommendations and certifications for medical aesthetics, publicize the results of diagnosis and treatment, or make guaranteed promises on the safety and efficacy of diagnosis and treatment. However, in practice, the propaganda of many medical beauty institutions is very tempting, such as publishing comparisons before and after plastic surgery, exaggerating the effects of medical beauty, etc., which can easily put consumers into a trap.
media invited experts in the industry to give reminders to guide consumers to consume rationally and pay attention to "avoiding pitfalls". This move is necessary and deserves praise. However, it is equally important to be proactive and make various efforts to "fill the pit" for consumers and prevent consumers from the risk of falling into the "trap". In May 2023, 11 departments including the National Health Commission jointly issued the "Guiding Opinions on Further Strengthening the Supervision of the Medical Cosmetology Industry", proposing a series of targeted measures to standardize and promote the development of the medical cosmetology industry. To this end, on the one hand, regulatory authorities need to take the initiative to increase supervision of the medical beauty market and related fields, handle complaints and reports in a timely manner, and in particular, severely crack down on illegal medical beauty institutions, illegal medical beauty doctors, and illegal medical beauty products. .
On the other hand, law enforcement agencies need to make precise efforts and strictly enforce the law. For example, it is necessary to maintain a “zero-level” approach to deliberately misleading and defrauding consumers through live broadcast platforms, illegally promoting medical aesthetic services, peddling medical aesthetic products without relevant qualifications, and peddling fake and shoddy products under the guise of false discounts and free experiences. "Tolerate", investigate and punish each case, and use "high fines" and "prohibition from practice" and other severe penalties in accordance with the law, so that unscrupulous medical beauty and anchors can no longer and dare not "set up traps" for consumers. Of course, this also requires the platform to effectively fulfill its review and supervision obligations and strictly prevent illegal and illegal medical beauty live broadcasts.
The medical beauty live broadcast was "suddenly" stopped, which can be said to have sounded the alarm for the entire medical beauty industry, including medical beauty live broadcast. The medical beauty industry needs to proactively drive out bad money with good money to achieve self-purification of the industry. The relevant reply from the National Health Commission has clearly stated that it is necessary to rectify the marketing environment and combat false propaganda, and medical beauty marketing has been included in the list of key supervision areas. As long as relevant departments strengthen supervision and law enforcement, platforms, anchors and the medical beauty industry self-discipline, consumers are more vigilant, and all parties work together to form a strong synergy, we can fill in the "pits" that induce and mislead consumers, and can also force them to Those unscrupulous medical beauty doctors should give up the idea of "setting up a trap".
text/Fu Biao
picture source/Visual China
editor/Wang Han
-
-
-
-
-
-
-
-
-
-