That's the advice of the Shanghai Consumers' Association, which warns that many health-care columns in the local media are nothing more than a "disguised ad in a more deceptive form."

"Those columns and programs employ medical professionals to recommend 'effective medicines and medical appliances,' trying to make people gullible so that they'll buy," said Lao Jianhong, the association spokeswoman.

Lao said the sales pitches seem to be the centerpiece of several live radio shows.

Lao said such health-care programs are appealing to consumers because they have the appearance of being impartial and professional.

But the association admits that so far, it has yet to receive any complaints about the sales pitches made by the print and broadcast health programs.

One local radio news executive insisted that he maintains the integrity of his health program and listeners are clearly warned when a promotion is on.

"As an anchorman of a health-care program, if any company does promotions on my show, I always remind my audience to be careful," said Lu Jun, vice chief of the news department of Shanghai Radio Station. "I also require the company to disclose the side effects of the medicine or medical appliance that are discussed on my program."

Zhang Jun, deputy chief of Advertising Supervisory Division of the city's Industry and Commerce Bureau, said under the existing Advertising Law, such health-care programs in mass media are not categorized as advertising, and his office does not have the authority to supervise such programs.

Consumer association officials warns the public of "masked ads" on radio and TV shows:

Standing on guard when medical experts "sincerely" suggest a medicine or medical appliance, which seems effective for all problems, from asthma to headaches and from kidney disease to rheumatism; or the host get on-air calls lauding the "wonderful product."

(eastday.com April 16, 2002)