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Recently, the medical beauty platform New Oxygen released the commercial tweet "Ma Sichun, Aged 37" through the official WeChat official account, triggering a massive online outcry. Industry experts point out that the platform's creation of obituary style headlines is not simply a corporate copywriting error, but a concentrated outbreak of chaos in the medical beauty industry, such as long-term vulgar marketing, disregard for consumer rights, and harvesting customers by creating anxiety.

 

Obituary style marketing triggers public condemnation

 

Recently, the medical beauty platform New Oxygen released the commercial promotion article "Ma Sichun, Aged 37" through the official WeChat official account, and the relevant content quickly hit the hot search. The title of the tweet uses the word "at the age of death", taking out of context the psychological insights of actor Ma Sichun from his early interviews with "bidding farewell to the suppressed old self and writing a self obituary". It strips away the context of the original text and promotes medical beauty products with the actor's portrait, deliberately creating false information about the death of a celebrity to gain traffic.

 

Many netizens have left comments on social media, saying that they mistakenly thought Ma Sichun had an accident when they first saw the title, and have accused New Oxygen of having no bottom line in gaining attention. After the public opinion fermented, the articles involved were taken down and deleted, and New Oxygen issued an apology statement. Ma Sichun commissioned a law firm to issue a notice, filing a civil lawsuit against the new oxygen operation entity on the grounds of infringement of reputation and portrait rights.

 

Tianyancha shows that New Oxygen is a beauty and plastic surgery platform and communication community, operated by Beijing New Oxygen Technology Co., Ltd. The operating enterprise of WeChat official account, which publishes related tweets, is Hainan First tier Big Brother Technology Co., Ltd., a 100% controlled subsidiary of Beijing New Oxygen Technology Co., Ltd.

 

The reporter found that this is not the first time that New Oxygen has violated the marketing rules. Many apology announcements for different stars have been kept in the historical records of its official account, and there has been a long-standing phenomenon of rubbing stars' enthusiasm and malicious adaptation. In August 2025 and March this year, Hainan A-line celebrity Technology Co., Ltd. was punished by Longhua Branch of Haikou Municipal Market Supervision Bureau for twice publishing medical beauty advertisements through WeChat official account on suspicion of violating the law.

 

Vulgar marketing has become a common problem in the industry

 

In recent years, the medical beauty industry has developed rapidly, but various types of illegal marketing chaos have also emerged one after another. According to Tianyancha data, there are 195900 medical beauty related enterprises in China, of which about 4000 enterprises have administrative penalty records, accounting for about 2%. The main reasons for the penalties involve compliance with regulations such as advertising and price service standards.

 

The reporter found through analysis that using the emotions of new oxygen consumption netizens as a means of drainage is only one of the manifestations of vulgar marketing in medical aesthetics. From listed medical beauty groups, small and medium-sized clinics to online grass planting platforms, the industry is generally trapped in vicious competition with traffic first and bottom line loss. Soft pornography brushing the edge and deliberately creating appearance anxiety have become common problems in the industry.

 

For example, in September 2025, Milan Baiyu, a chain medical beauty institution based on the listed company Langzi Co., Ltd., used male model services as a promotional gimmick in multiple stores. The store's anniversary celebration claimed that "recharging medical beauty projects will give away male model companionship interaction" and "unlocking exclusive male model companionship services after completing the ultrasound cannon". Through short videos, they posted slogans such as "striving to become beautiful can have multiple male models", linking medical beauty with opposite sex services, objectifying female consumers, violating public order and good customs, and triggering a heated discussion across the internet.

 

Tianjin Century Huazhong Medical Beauty Hospital claims on its video account that in the era of beauty, if our appearance is high, whether in employment or workplace, will we have a great advantage; During the live broadcast of Chengdu Chenghua Hanhou Medical Beauty Hospital, it was rendered that "wrinkles and sagging face directly lead to cliff like aging, appearing ten years older"; Hangzhou Time Medical Beauty Hospital uses provocative advertising titles such as "Beauty Cries"; Guangdong Foshan Yimei Medical Beauty Clinic will compare single eyelids with large eyes; Suzhou Yuanxi Lanji Medical Beauty Clinic is using posters and short video platforms to depict tear troughs, dark circles that appear haggard, and lowered appearance. The above-mentioned institutions have been administratively punished for creating appearance anxiety and violating good social norms in their propaganda.

 

Ms. Zhou, a full-time mother, was once influenced by postpartum appearance anxiety and was induced by a medical beauty institution to recharge a 50000 yuan anti-aging package. She told reporters, "Various medical beauty accounts push exquisite anti-aging comparisons of peers every day, constantly amplifying age anxiety. During face-to-face consultations, consultants blindly deny my natural facial features and repeatedly promote high priced packages. Merchants completely ignore consumers' emotional health and simply use their inferiority complex to profit, treating negative emotions of the public as a tool for drainage and monetization

 

Liu Feng, Chairman of the Beijing Medical Beauty Mirror Medical Beauty Dispute Research and Mediation Center, stated in an interview with reporters that although medical beauty may seem to be an individual consumer service, it is closely related to consumers' personal safety, consumer fairness, and social stability. Some platforms and institutions, in order to gain traffic and commission income, continue to amplify industry chaos through vulgar marketing methods such as rendering appearance anxiety and riding on celebrity traffic, constantly consuming public trust in the medical beauty industry, creating a large number of consumer disputes, increasing grassroots governance pressure, and having clear social harm.

 

Suspected of infringing on consumer rights and interests

 

Sun Shubao, Director of the Supervisory Board of Beijing Yingke (Shanghai) Law Firm, told reporters that the obituary style marketing of New Oxygen is not just a public opinion event. Its essence is a commercial marketing loop that uses celebrity effect as a traffic engine, appearance anxiety as a conversion method, and medical beauty projects as the ultimate target. Apologies afterwards cannot compensate for the harm caused to consumers' rights and interests.

 

Wang Jiucheng, the chief lawyer of Beijing Lidao Law Firm, told reporters that vulgar and borderline marketing in medical aesthetics cannot be simply attributed to advertising misconduct. Based on the Consumer Rights Protection Law, Advertising Law, and Civil Code, such behavior will systematically infringe on multiple rights and interests of consumers, including personality, property, physical and mental health. This is mainly reflected in three aspects: firstly, medical aesthetics platforms or institutions use ordinary consumers' appearance and emotional stories as marketing materials without authorization, publicly amplifying private psychological states such as acne and postpartum aging, and infringing on consumers' personality and privacy rights; Secondly, by using anxious language to deliberately interfere with consumers' rational judgments, some institutions intentionally conceal risks such as surgical infections and the authenticity of consumables, and use methods such as multiple people blocking sales, bundling large recharge amounts, and inducing medical beauty installment payments to force consumers to consume excessively, infringing on their right to know and fair trade; Thirdly, long-term promotion of homogeneous and perfect appearance standards, instilling distorted values that beauty determines career and marriage, can easily cause women and teenagers to develop feelings of inferiority and self doubt, seriously damaging consumers' mental health.

 

In recent years, market regulatory authorities have continued to strengthen the rectification of chaos in the medical beauty industry. In May 2025, the State Administration for Market Regulation issued the "Guidelines for the Supervision of Medical Advertising", which clearly listed the production of vulgar marketing with appearance anxiety as one of the illegal situations that should be strictly investigated and punished, and established a clear direction for the healthy development of the industry.

 

Wang Jiucheng believes that the persistent marketing chaos in the medical beauty industry is rooted in the abnormal traffic competition driven by capital seeking profits. Creating appearance anxiety and vulgar content can quickly increase store to store traffic and recharge amounts. Driven by short-term interests, companies proactively weaken compliance constraints and shift their marketing bottom line to short-term revenue. In addition, there is a lack of implementation of the platform's content review rights and responsibilities, and lax control over content such as borderline titles, harvesting emotions, and stealing materials. Afterwards, only simple methods such as deletion and apology are taken to deal with it, and the internal accountability is insufficient.

 

Wang Jiucheng suggested that the "Guidelines for Enforcement of Medical Beauty Advertising" should be strictly implemented, regulatory regulations should be improved, and maximum punishment should be increased. The medical beauty industry should strengthen self-discipline, formulate industry self-discipline conventions, regularly conduct compliance training, strengthen industry governance through multidimensional collaboration, and comprehensively protect the legitimate rights and interests of consumers.

 

Professor Deng Yong from the Law Department of Beijing University of Traditional Chinese Medicine suggested that a dual disciplinary mechanism of industry ban and huge fines should be implemented for medical beauty institutions that create appearance anxiety, engage in soft pornography, and engage in image theft marketing. Suggest establishing a blacklist of illegal entities in the medical beauty industry and restricting the online promotion qualifications of blacklisted institutions. At the same time, refine the compensation standards for personality rights infringement, support consumers' claims for triple punitive damages, and increase the industry's illegal costs.