Remove hidden barriers to digital health education

Medical social organizations, which bring together leading health care experts and connect medical services with patient needs, are uniquely positioned to advance public-interest health education. They follow strict standards of scientific rigor and public welfare, helping to compensate for the limited coverage of official channels and the uneven quality of commercial health content. In doing so, they provide the public with reliable sources of medical knowledge.

Disseminating health information through different channels is one of their core responsibilities. In today's rapidly evolving digital landscape, short-video platforms and livestreaming services have become indispensable tools for reaching broad audiences. However, the current regulatory frameworks of major short-video and livestreaming platforms in China have created institutional barriers that limit the ability of medical social organizations to share high-quality science-based content with the public.

For example, some platforms do not provide appropriate certification pathways for such organizations, preventing them from conducting livestreams or publicly displaying science-based videos. Others limit institutional certification to entities directly affiliated with health authorities, excluding legally registered medical associations that meet professional standards.

In certain cases, livestreams are frequently interrupted due to ambiguous review standards, while short videos are restricted on the grounds of "qualification mismatch" even when the content is purely educational and noncommercial. As a result, dissemination channels remain unstable, visibility is reduced and public-interest health education is weakened.

Such restrictions stand in contrast to national policy priorities. China's law on the popularization of science and technology shows the country supports social organizations in carrying out professional science outreach. The Healthy China 2030 blueprint and the outline of the national campaign for scientific literacy (2021-35) both emphasize stimulating the vitality of social organizations and encouraging their participation in health education to build a diversified science communication landscape. Joint policy documents issued by different departments further call for leveraging the expertise of medical social organizations to promote high-quality content production and dissemination.

To eliminate the barriers created by some social media platforms, a national access mechanism could be established for 5A-rated medical social organizations. Relevant regulators could issue guidance clarifying that qualified organizations meeting standards in expert credentials and content review systems should be included in a dynamic national whitelist for disseminating health knowledge. Platforms would then be required to optimize their certification procedures, open green channels for eligible organizations and remove unnecessary thresholds related to follower counts or traffic metrics.

At the same time, platforms should refine their content review mechanisms. Clear boundary lists should distinguish non-profit dissemination of health knowledge from commercial promotion and medical diagnosis, preventing purely educational content from being restricted on the grounds of lacking clinical practice qualifications. A 24-hour appeal mechanism should be established to rapidly resolve problems and misjudged cases should be traced to the source.

Cross-departmental coordination is also essential. A regular consultation mechanism involving cyberspace regulators, science and technology authorities, health authorities and science associations could facilitate dialogue between platforms and leading medical social organizations. A platform's performance in supporting the dissemination of health knowledge could be incorporated into the annual governance evaluations. Platforms that demonstrate effective support could be publicly recognized, while those that maintain hidden barriers could be urged to rectify problems in accordance with regulations.

In parallel, a more robust incentive and support framework should be developed. Qualified medical social organizations could be incorporated into national science popularization programs, with earmarked funding to support high-quality content production and livestream activities. Platforms could introduce traffic-support policies for compliant, high-quality content, fostering a virtuous cycle in which quality content gains visibility and visibility enhances impact. A national evaluation system could also be established to recognize outstanding organizations, experts and platforms that make significant contributions to public health education.

National-level training programs could enhance experts' skills in dissemination, new media operations and compliance awareness. Encouraging collaboration between leading social organizations, top-tier hospitals and universities would help develop standardized content libraries addressing high-frequency public health needs.

Innovative formats — including short videos, scenario-based sketches and animation — should be adopted to suit diverse audiences. Mechanisms for cross-platform distribution and copyright protection would further safeguard the legitimate rights of organizations and experts while maximizing the social value of high-quality medical knowledge. (Source: China daily)