"Only by being different can one in a hundred" "neck lines are like rings" "don't let your eyes expose your age" "I don't allow you to be old" "double eyelids are the lowest consumption of a girl" Have you seen such medical beauty advertisements? It was a man who saw silence and a woman who saw tears. Who doesn't want to be spiritual and beautiful? However, the words of the above medical beauty advertisement create deep facial anxiety and guide people to consume medical beauty that may not be necessary and expensive. In order to standardize and strengthen the supervision of medical beauty advertising, effectively maintain the market order of medical beauty advertising and protect the legitimate rights and interests of consumers, the State Administration of Market Supervision recently issued the guidelines for the supervision and law enforcement of medical beauty advertising, pointing to the chaos of all kinds of medical beauty advertising. Among them, the primary focus of attack is to violate the good social fashion, create "appearance anxiety", improperly associate poor appearance with negative evaluation factors such as "low energy", "laziness" and "poverty", or improperly associate outstanding appearance with positive evaluation factors such as "high quality", "diligence" and "success". This can be said to hit the seven inches of medical beauty advertising. Everyone has a love of beauty, but just as a gentleman loves money in a proper way, so should the pursuit of beauty, which should be pursued rationally and healthily. The problem is that the medical beauty market is developing rapidly, medical beauty institutions are springing up, and medical beauty advertisements are overwhelming. Data show that the number of medical and American users has exceeded 15 million in 2020, with a market scale of about 19.5 billion yuan. In this so-called "beauty economy" era, some medical beauty advertisements make use of the audience's beauty loving psychology to create propaganda language with appearance anxiety tendency, and gradually affect the audience's concept in order to seek the best interests. It can be found from the observation that almost all the propaganda language of medical and beauty institutions emphasize age and appearance, demonize the normal physiological process of aging, and take the sense of teenage girls as the key marketing object. The publicity of some medical beauty institutions will also bundle marketing with exquisite women to establish the concept that only "beauty" can have "charm". It can be said that if you live in the world created by medical beauty advertising, beauty is an irresistible pass. People live for the purpose of pursuing beauty, which makes people extremely materialized. If this idea is allowed to spread, it will have a very bad impact on the social mentality, especially the psychological development of teenagers. The essence of beauty is health, self-confidence, the struggle against difficulties and hardships, and the pride of stepping through thousands of rivers and mountains. The so-called good-looking skin bag is the same, and the interesting soul is one in a million. What we really value and need is the beauty of goodness from the heart. This time, the State Administration of Market Supervision issued the guidelines for the supervision and law enforcement of medical beauty advertising, which reflects the continuous strengthening of the government's law enforcement for the medical beauty industry and the tightening of regulatory policies. The fundamental purpose is to rectify the chaos of illegal medical practice and false publicity in the medical beauty market and create a healthy beauty orientation. For the medical and beauty market, this is also a process of expelling bad money, which is conducive to the healthy development of the industry and provide the society with the products and services it really needs. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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