# Compliance Risk Dictionary (🔴) + Safe Replacements

> Based on Korean medical law and 의료광고 심의 (medical-ad review) standards. **This is not legal advice** — recommend pre-publication self-regulatory review. If any 🔴 remains, the option FAILS the rubric gate.

## Contents
1. Absolute / superlative expressions
2. Effect-guarantee / definitive expressions
3. Patient-inducement expressions
4. Comparative / exclusivity expressions
5. Testimonials / reviews / before-after photos
6. Neologisms / non-standard procedure names
7. Missing mandatory disclosures
8. Safe-replacement technique

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## 1. Absolute / superlative (prohibited)
Overstating or misleading beyond objective fact is prohibited.
- Risk terms: `100%`, `완벽`, `완전`, `전혀`, `모든`, `유일`, `최고`, `국내 1위`, `NO.1`, `확실히`, `반드시`, `무조건` (and English `best`, `only`, `perfect`)
- Replace with: "대부분의 경우", "개인에 따라 차이가 있습니다", "~를 기대할 수 있습니다"; use numbers only with a cited basis.

## 2. Effect-guarantee / definitive (prohibited / caution)
- Risk terms: `부작용 없는`, `안전한` (as an absolute), `반영구`, `평생`, `재발 없음`, `100% 자연스러움`, `반드시 예뻐지는`
- Replace with: "부작용은 극히 드뭅니다", "오래 유지되는 편입니다", "자연스러운 결과를 기대할 수 있습니다" + **attach a side-effect disclosure**.

## 3. Patient inducement (Medical Act Art. 27(3) risk)
Offering economic benefit to induce/solicit patients carries strong illegality risk.
- Risk terms: `무료`, `공짜`, `1+1`, `이벤트가`, `할인 이벤트`, `선착순 할인`, `○○원` (price front-loaded as a lure), `후기 작성 시 할인/적립/사은품`, `친구 소개하면`
- Replace with: quote price only as "상담 시 안내"; keep any discount **decoupled** from reviews/referrals as a plain time-limited notice; request reviews only voluntarily with no compensation.
- Note: even phrasing like "얼마일까" has been flagged as inducement.

## 4. Comparative / exclusivity (prohibited)
- Risk terms: `타 병원보다`, `다른 곳과 다르게` (disparaging tone), `국내 유일`, `업계 최초` (unverified), any direct/indirect disparagement of competitors
- Replace with: "저희만의 방법으로"; state own strengths factually (uniqueness instead of comparison).

## 5. Testimonials / reviews / before-after photos (review-subject, caution)
- Risk: using patient reviews or before/after photos in ads; implying effect via testimonial
- Handle: advertising use is subject to 심의; before/after must meet rules (same conditions, no misleading) → `[확인]` for review.

## 6. Neologisms / non-standard procedure names (caution)
Neologisms and gimmicky phrasing are a top cause of 심의 rejection.
- Risk: unverified proprietary procedure names, trendy slang, jargon
- Replace with: standard procedure names first; pair a brand procedure name with its standard name.

## 7. Missing mandatory disclosures (formal requirement)
- Required: **advertiser (clinic name)**, **side-effect / caution disclosure**, and on large online platforms the **review-approval number and validity period**
- Missing these risks unreviewed-ad / labeling violations → confirm with a checklist.

## 8. Safe-replacement technique
- Absolute → qualified ("대부분", "개인차")
- Guarantee → expectation ("기대할 수 있습니다")
- Inducement → information ("상담 시 안내")
- Comparison → uniqueness ("저희만의")
- Always pair with a side-effect disclosure and the advertiser name.

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*Sources: 대한의사협회 의료광고 심의기준; 의료광고 심의 금지 문구 안내; 강남언니 광고 가이드; related legal columns. Confirm the latest standard with the self-regulatory body.*