国家中医药管理局近日发布通报，联合京东、拼多多、小红书、抖音、快手等平台开展虚假中医药营销乱象整治行动1。此次行动共下架无有效商标注册证及香港品牌授权的违规店铺35家，删除违规商品链接3318个、违规广告342条，同时拦截违规广告素材460条1。
这些违规商家通过冒充"香港大药房"、虚假宣传等手段，将普通日用品如"透骨膏"等冒充药品售卖，并虚标"香港"品牌身份，宣称产品具有"神效"1。此类行为严重透支了中医药行业的公信力，而单纯的下架整治只是治标之举，需要多部门协同加强实质性惩戒，才能从根本上遏制虚假营销乱象1。
China's National Administration of Traditional Chinese Medicine has announced a coordinated enforcement action against fraudulent traditional Chinese medicine marketing across multiple e-commerce platforms.1 The campaign resulted in the removal of 35 stores lacking valid trademark registrations and proper Hong Kong brand authorization, along with 3,318 unlawful product listings and 342 violative advertisements.1 Additionally, 460 unauthorized advertising materials were intercepted during the operation.1
The illicit operations involved major platforms including JD.com, Pinduoduo, Little Red Book, Douyin, and Kuaishou.1 The fraudulent merchants engaged in deceptive practices by misrepresenting ordinary consumer goods—such as "bone-penetrating ointment"—as pharmaceutical products, falsely branding them with "Hong Kong" origin claims, and making unsubstantiated efficacy assertions.1
Authorities have characterized this enforcement action as an initial step rather than a comprehensive solution to the problem.1 Addressing the root causes of such fraudulent activities in the traditional Chinese medicine sector will require sustained multi-departmental coordination and substantive penalties.
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