With the continuous improvement of residents' consumption level and the comprehensive impact of "online popularity effect", the public's ability and willingness to pay for their appearance have been continuously improved. As a "beauty economy", medical beauty has developed rapidly and become a new favorite in the market. Everyone has a love of beauty. There is nothing wrong with using medical beauty to improve beauty, but due to the imbalance between supply and demand, "black medical beauty" takes advantage of the opportunity, resulting in chaos in the current medical beauty industry, superimposing "Internet effect", resulting in more "beauty traps". Many offline illegal "beauty clinics" and "life beauty workshops" have become beauty institutions on the Internet platform, operating beyond their scope and in violation of regulations; All pervasive false medical beauty advertisements "fly all over the Internet, making it difficult to distinguish between true and false and impossible to prevent; Even create "appearance anxiety" through webcast, and associate poor appearance with negative evaluations such as "incompetence", "laziness" and "poverty"... In order to attract consumers, "black medical beauty" can be described as a variety of tricks. In order to regulate the development of the internet medical and beauty industry, supervision must give a heavy blow. Recently, the State Administration of Market Supervision announced the typical cases of anti unfair competition law enforcement in key areas in 2021 (the third batch), involving false publicity of doctors' qualifications and medical institutions' qualifications and honors; Falsely publicize the efficacy of medical products and services; By "swiping orders and frying letters", fabricating user evaluation, live broadcasting and carrying goods, fictitious transactions and false evaluation. On November 1, the State Administration of Market Supervision issued the guidelines for law enforcement of medical beauty advertisements to severely crack down on false and illegal medical beauty advertisements. The growing chaos of medical beauty not only reflects some people's "appearance anxiety", but also reflects the narrow tendency of "aesthetic education". Cai Yuanpei once proposed that "pure aesthetic education, so Tao nourishes our feelings, makes us have noble and pure habits, and makes people think of ourselves, benefit ourselves and harm others, so as to gradually eliminate depression". It can be seen that society needs a more diversified and richer aesthetic system, and can not be kidnapped by "appearance anxiety". To standardize the marketing publicity of medical beauty, we should continue to do the supervision work carefully and realistically. We should not only eliminate the disadvantages of false and exaggerated publicity, but also vigorously rectify the chaos that misleads the public in disguise, such as implant promotion and false marketing in the form of soft text and "grass planting" notes. At the same time, the Internet platform should "guard the door" and "guard the gate". On the one hand, it should establish and improve the content audit mechanism through the platform to make the online "black medical beauty" advertising nowhere to hide; On the other hand, through case exposure, we should strengthen the interpretation of the law by case to remind consumers of rational consumption. At present, relevant departments have issued a number of rectification measures, and many places have also launched special rectification against illegal medical and beauty services to guide the standardized and standardized development of the medical and beauty industry. I believe that with the efforts of many parties, there will be fewer and fewer "beautiful traps" on the Internet and there will be no market. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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