Firmly say "no" to creating "appearance anxiety" The State Administration of market supervision cracked down on false publicity in the medical and American market The development of medical beauty industry is a sign of the improvement of people's quality of life, and there is a huge market demand. However, it is undeniable that while the medical beauty industry is developing rapidly, there are also many chaos. In order to seek illegitimate interests, some operators conduct false publicity on qualification and honor, product efficacy and plastic surgery efficacy, so as to deceive and mislead consumers. In 2021, the General Administration of market supervision carried out nationwide special rectification of anti unfair competition law enforcement in key areas, severely cracked down on unfair competition in the medical and American market, such as false publicity, counterfeiting and confusion, investigated and dealt with a number of unfair competition cases in the medical and American market, made great efforts to standardize the competition order in the medical and American market, and demonstrated the determination of the market supervision department to strictly rectify the chaos in the medical and American market. According to the data disclosed by the State Administration of market supervision, from January to September 2021, market supervision departments at all levels throughout the country investigated and dealt with 5397 cases of unfair competition, with a fine of 350 million yuan. Among them, there were 71 cases involving false publicity in the field of medicine and the United States, with a fine of 3.55 million yuan. Among the 10 anti unfair competition cases in the medical and American market announced by the State Administration of market supervision, there are many types of cases involving false publicity of doctors' qualifications, qualifications and honors of medical institutions, false publicity of the efficacy of medical and American products and services, and false publicity by means of "swiping orders and frying letters" and live broadcasting. The State Administration of market supervision hopes to strengthen the interpretation of the law through case exposure and remind consumers to consume scientifically and rationally. They must not blindly follow the trend and consume impulsively. More than 30000 medical and American institutions There are less than 5000 licensed doctors The illegal problems in the medical and beauty industry can be summarized as "three non", that is, illegal medical and beauty institutions, illegal medical and beauty doctors and illegal medical and beauty products. According to incomplete statistics, there are more than 30000 medical and aesthetic institutions in China, and there are no more than 5000 doctors holding the certificate of chief doctor of cosmetic surgery. In practice, due to the small number of doctors and large demand, some medical institutions endorse the medical beauty effect with the gimmicks of so-called famous doctors and famous teachers and professional medical qualifications. By fabricating and exaggerating the qualifications of doctors and the qualification and honor of medical institutions, it gives consumers the illusion of service quality assurance; They even improperly associate their outstanding appearance with "high quality" and "success", and fabricate stories such as "cosmetic surgery changes fate", so as to deceive and mislead consumers and distort aesthetic cognition. In July 2020, law enforcement officers inspected Hanmei Medical Management Service Co., Ltd. in Mianyang, Sichuan Province, and found that the "expert introduction" column on the wall of the company's store focused on the names, honorary qualifications and good projects of its doctors, but "Cao" and "Zheng" were neither special experts of the company, Nor has it carried out medical plastic surgery services in Korea and the United States. In the case of failing to provide the honorary qualifications and certification materials of the two "experts" who are good at the project, the information of the two people will be put in the primary position for publicity only by peer recommendation. At the same time, the company also made up that it developed from Seoul, South Korea, with 68 branches and international chain medical and beauty institutions. According to this, the local law enforcement agency found that the behavior of Hanmei company violated the provisions of paragraph 1 of Article 8 of the anti unfair competition law, ordered it to stop the illegal behavior and fined 100000 yuan. As a country with developed medical and cosmetic industries, "Korean background" often appears in the background introduction of "doctors and experts". Like the above cases, in the case of false promotion of doctors' qualifications by Nanjing meibell beauty hospital Co., Ltd. in Jiangsu Province, the content of "Korean background" was also written into the background introduction of "doctors". Maybell beauty company produced 6 KT billboards in August 2020 to introduce the information of 6 staff such as Chen and Liu. Among them, Chen is a "distinguished foreign professor of Seoul University School of medicine, South Korea and international lecturer of plastic expert course in Melbourne, Australia", and Liu is an "honorary member of Japan and South Korea nose plastic Association and a patent winner of coagulation eye rejuvenation plastic surgery". After investigation, it is false information, which is exaggerated and false publicity carried out by the company for packaging doctors. Finally, maybell beauty company was ordered to stop the illegal act and fined 100000 yuan. Exaggerate the efficacy of products or services Avoid risk sequelae The medical beauty industry is full of chaos. Driven by interests, some medical beauty institutions create "appearance anxiety" and "body anxiety" among consumers, highlighting problems such as false publicity and excessive publicity. Some organizations make up the comparison map before and after diagnosis and treatment, and some blindly exaggerate the efficacy of products or services. Through the use of false cases and fictitious efficacy, they falsely publicize the effect of medical beauty and avoid talking about risks and sequelae. To standardize the marketing publicity of medical beauty, we should not only eliminate the disadvantages of false and exaggerated publicity, but also rectify the implantation promotion and false marketing in the form of "soft text" and "grass planting notes" to mislead the public in disguise. In April 2021, Zhejiang Wenzhou Jianguo Cosmetics Co., Ltd. organized the "Phoenix sunshine photon bed health project press conference" to publicize photon energy products, saying that it can "optimize sleep quality by 85%," purify toxins in the body by 69%, "improve sub-health by 90%". The photon energy pad and photon energy belt operated by Jianguo company are general products and belong to non-medical devices, but they publicize their disease prevention and treatment effects and medical functions. They also falsely publicize the performance and efficacy of the above products by making publicity materials, compiling and using publicity script materials, organizing beauty training meetings, etc., so as to induce customers to buy. As of the date of being seized by law enforcement officers, the company had a total sales amount of more than 335000 yuan and a sales profit of more than 67000 yuan. The law enforcement agency finally found that the company's behavior violated the provisions of paragraph 1 of Article 8 of the anti unfair competition law, ordered it to stop the illegal behavior and fined 200000 yuan. Customer evaluation becomes consumption reference False evaluation misleads consumers With the improvement of the consumption penetration rate of the medical beauty industry and the increasing popularity of consumer groups, there are more and more young and first-time medical beauty consumers. In view of the characteristics of the medical beauty industry, such as high price, complex professional knowledge and large risk in case of decision-making mistakes, many consumers often study the "strategy" through the network before consumption. Therefore, "customer evaluation" is an important reference factor for consumers to make medical beauty consumption decisions. Therefore, "consumption evaluation" and other contents that originally needed consumers to write based on real service experience were falsified by some bad medical and beauty institutions. Some medical and American institutions make up transactions and false evaluations by "swiping orders and frying letters", fabricating user evaluations and live broadcasting of goods, misleading consumers into blind consumption and impulsive consumption, and even medical and American plastic surgery failure. In order to open the market as soon as possible, Jiangsu Nanjing Xihan Medical Beauty Clinic Co., Ltd. has hired 8 bill brushing personnel such as Zhang from June 2020 to place orders and pay fees as consumers in the party's online store. In fact, it does not consume. After the transaction is completed, Xihan company will return the order fee to the order brushing personnel and give the order brushing Commission according to the standard of 30 yuan / order. According to the investigation, from June 2020 to January 2021, Xihan company made up transactions in the way of actual orders and no actual consumption, fabricated user evaluation, and formed false sales status and user evaluation on the network platform. The parties involved brushed 220 orders, brushed Commission of 6600 yuan and paid brushing fee of 134800 yuan. The law enforcement agency found that the company's behavior constituted unfair competition, ordered it to stop the illegal act and fined 350000 yuan. (WAN Jing) (outlook new era)