Hub: Healthcare & Life Sciences · Devices: Medical device advertising · Data: PIPL.
Rx vs OTC (business framing)
- Prescription drugs — advertising to the general public is heavily restricted; professional-channel communication rules differ from mass media ads.
- OTC drugs — consumer advertising possible within advertising and drug rules; still no miracle claims.
- Unapproved products — do not run pre-approval consumer campaigns as if marketed drugs.
Claims discipline
- Align to approved labelling / instructions for use.
- Ban absolute cure / permanent / 100% safe style claims.
- Control comparative claims and “No.1” rankings.
- Keep fair balance on risks where required for the channel.
Digital channels
- E-commerce and content platforms may impose extra review on drug-related posts.
- KOL health content can be recharacterised as advertising.
- Patient communities and WeChat groups need moderation policies.
- Cross-border pharmacy models raise import + advertising issues—coordinate with trade counsel.
Medical science vs promotion
Separate scientific exchange (reactive, evidence-based, off-label limits) from promotional activity (proactive product selling). Blurring the two is a classic inspection finding. Train field force and agencies on the boundary.
Checklist
- [ ] Product classification (Rx/OTC) and approval status confirmed
- [ ] Claim library locked to Chinese approved texts
- [ ] Channel matrix approved (including what is not allowed for Rx)
- [ ] Agency/KOL contracts with script control
- [ ] Medical + legal review trail
- [ ] Pharmacovigilance / complaint path briefed
Counsel
General information only—not advertising or regulatory approval advice. Last reviewed: August 2026 · China Legal Portal Editorial