Advertisements promoting dental treatments in Shenzhen and other mainland Chinese cities have become increasingly visible across Hong Kong, appearing on buses, at Mass Transit Railway (MTR) stations, and through various broadcast and digital platforms. These marketing efforts sometimes even feature in popular media; a recent televised singing competition notably included scenes of contestants visiting a Shenzhen-based dental clinic.
Dr. Christopher Chan, a respiratory medicine specialist based in Sha Tin, highlighted concerns about these advertisements in relation to Hong Kong’s regulatory environment. He noted that healthcare professionals within Hong Kong, including medical and dental practitioners, are subject to strict codes of professional conduct enforced by the Medical Council and Dental Council of Hong Kong. These codes limit the promotion of professional services—known as practice promotion—to prevent the public from being unduly influenced by media representations, which may not accurately reflect individual treatment suitability or outcomes.
Dr. Chan pointed out that unlike Hong Kong-registered healthcare providers, those operating outside the city’s jurisdiction face different regulatory standards and advertising rules. This discrepancy enables them to market healthcare services directly to residents, potentially encouraging medical tourism to systems with varying levels of professional oversight, complaint mechanisms, and quality assurance.
The doctor suggested that this situation raises legitimate public interest concerns, urging the Hong Kong government and the Office of the Communications Authority to reassess the regulatory framework governing health-related advertising. He advocated for the implementation of consistent and stringent safeguards to oversee advertising, regardless of where a healthcare provider is based.
In addition to regulatory adjustments, Dr. Chan recommended increased investment in health literacy initiatives throughout Hong Kong. Enhancing public understanding of medical information and advertising claims would empower residents to make more informed healthcare decisions and critically evaluate promotional content related to medical treatments.