[Revised Medical Practitioners Act, April 1, 2026] Tokyo Bihada-do Releases "6 Checklists" for Choosing Safe Online Aesthetic Medical Care
LATRICO Inc., operator of the online skin consultation platform "Tokyo Bihada-do," has released a "6 Checklists for Choosing Safe Online Aesthetic Medical Care" in light of the revised Medical Practitioners Act taking effect on April 1, 2026. This initiative aims to educate patients on how to safely select online aesthetic medical services, addressing concerns about high costs, pain, and the psychological barriers to seeking treatment for skin issues. The checklist covers advertising, consultation, identity verification, and post-consultation follow-up to ensure patient safety and transparency in online aesthetic medical care.
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- 📰 Published: April 14, 2026 at 20:00
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LATRICO Inc. (Headquarters: Minato-ku, Tokyo; Representative Director, President and CEO: Tomoaki Hamaguchi), which operates "Tokyo Bihada-do," an online skin consultation platform connecting patients and doctors, today released "6 Checklists for Choosing Safe Online Aesthetic Medical Care" as an awareness campaign for safely selecting online aesthetic medical care, in conjunction with the enforcement of the revised Medical Practitioners Act on April 1, 2026.
Tokyo Bihada-do Releases "6 Checklists" for Choosing Safe Online Aesthetic Medical Care
■ Why is online aesthetic medical care in demand now?
According to our independent survey (*1), the top reasons for not using aesthetic clinics were "high cost (86.0%)" and "anxiety about pain and downtime (66.1%)". Additionally, more than half of women (50.6%) felt that "going to the hospital for minor skin problems is an overreaction," highlighting the high psychological barrier to seeking medical attention. Furthermore, many people face physical constraints such as "not having time to visit a clinic due to work or childcare" or "no specialists nearby," and in fact, over half (52.7%) of our users reside in non-urban areas (*2).
These results show that people with skin concerns are currently forced to choose between the extremes of "expensive and painful aesthetic medicine (surgery/procedure-focused)" or "cheap and easy self-care with self-judgment risks (over-the-counter drugs/supplements-focused)".
Tokyo Bihada-do is building a system to provide "daily skin maintenance" online, based on consultations with doctors from affiliated medical institutions, for such individuals. We realize that online consultations can be a lifeline as an infrastructure for those who could not access appropriate care due to physical and psychological constraints.
*1: LATRICO Inc. "Survey on Awareness of Aesthetic Medical Care and Aesthetic Ingredient Intake" (Survey period: January 15-23, 2026)
*2: Tokyo, Kanagawa, Saitama, Chiba, and Osaka prefectures are defined as "urban areas."
■ Meanwhile, inappropriate online aesthetic medical care is becoming a social problem.
While online aesthetic medical care is expected to be an infrastructure for those who previously could not access appropriate care, troubles are becoming a social problem in some parts of the industry that should be its recipients. Since prescriptions for aesthetic purposes are generally "free medical care" not covered by insurance, medical institutions have a large degree of discretion. This can lead to patients being involved in troubles such as easy prescriptions based only on text without directly examining the patient's condition, inappropriate advertising using testimonials, and expensive contracts that are difficult to cancel.
In view of this situation, strict implementation standards for online consultations have been established in the revised Medical Practitioners Act, which will come into effect on April 1, 2026. As the system becomes stricter, it is increasingly important for patients themselves to have the knowledge to avoid troubles and identify safe medical institutions.
■ To protect yourself: "6 Checklists" for choosing safe online aesthetic medical care
This list summarizes important points that you should check before signing a contract to protect your health and interests, based on administrative rules such as the "Rules on the Proper Implementation of Online Medical Care under the Medical Practitioners Act" and the "Medical Advertising Guidelines" set by the Ministry of Health, Labour and Welfare.
[Advertising and Information Disclosure]
1. Are the "limited exemption requirements" clearly stated, which are mandatory when detailed medical treatment content is included in medical advertisements?
Medical advertisements are obligated to include a set of limited exemption requirements (① contact information, ② normally required treatment content/costs, etc., ③ main side effects/risks, etc.).
[Explanation] The Medical Advertising Guidelines require transparency of information, including both merits and demerits, so that patients can make appropriate judgments. Advertisements that do not meet these requirements may be engaging in inappropriate solicitation.
2. Are testimonials or inappropriate before-and-after photos not posted in medical advertisements?
Posting "personal impressions (reviews)" regarding treatment content and effects, and "before-and-after photos" without detailed explanations of treatment content, costs, side effects, risks, etc., is prohibited.
[Explanation] Medical treatment content and effects vary depending on individual constitution, so other people's testimonials cannot be scientific evidence, and their posting in advertisements is prohibited. Also, processed photos and advertisements that only show good results are strictly restricted as "false or exaggerated advertisements" that mislead users.
[Consultation and Identity Verification]
1. Is the consultation conducted via "real-time video call"?
In principle, online consultations require doctors and patients to meet face-to-face and interact in real-time using video.
[Explanation] In online consultations, doctors need to obtain as much medical information as possible, so communication only via chat or text is prohibited. Medical institutions are also required to perform identity verification equivalent to in-person verification using identification documents to prevent inappropriate consultations by impersonators and the resale of prescribed medicines.
2. Is the doctor's identity thoroughly verified?
During the consultation, check whether the doctor's affiliation and name can be confirmed.
[Explanation] For example, in text-based consultations, there are dangerous cases where unqualified individuals are actually typing while claiming to be doctors. To receive safe medical care, use a reliable service where you can see the doctor's face.
[Post-Consultation and Aftercare]
1. Is the "total cost" clearly displayed and explained before payment?
In online consultations, in addition to medication fees, consultation fees, shipping fees, and system usage fees may be incurred. It is important to check whether the total amount is presented before confirming payment.
[Explanation] To prevent troubles such as "unexpected additional costs incurred later," always check the total payment amount and contract terms on the payment confirmation screen.
2. Is there a system in place to allow prompt consultation with a doctor or pharmacist even after starting medication?
It is important to check whether you can easily inquire if any questions or problems arise, rather than just ending with the consultation.
[Explanation] The responsibility of a medical institution does not end with prescribing medication. National guidelines strongly require a continuous follow-up system to be in place so that patients can promptly consult if unexpected changes in their physical condition or symptoms suspected of being side effects occur while taking medication.
"6 Checklists" for Choosing Safe Online Aesthetic Medical Care
■ Comment from Tomoaki Hamaguchi, Representative Director, President and CEO of LATRICO Inc.
Japan's high-quality medical infrastructure has great potential not only for "treating diseases" and "dealing with injuries" but also for solving people's daily skin concerns. However, currently, many people hesitate to seek medical attention due to the psychological barrier of "is it okay to go to the hospital for minor skin problems?" and as a result, are forced to rely on self-judgment care with risks.
What we aim for through the online skin consultation platform "Tokyo Bihada-do" is to lower this barrier by utilizing technology and "create a new 'normal' with the power of medicine." A society where everyone can access appropriate aesthetic medical care based on medical evidence, and where each individual can live with more confidence and vitality. That is the future we envision.
However, to establish this new "normal" as a social infrastructure, "safety" and "trust from patients" are indispensable above all else. Recently, the state of online aesthetic medical care has been questioned, and we believe it is necessary to strictly regulate ourselves and clarify our stance on protecting patient safety, which is why we have released this checklist. Naturally, our platform also builds and operates a system that meets all the criteria of this list, including thorough video calls and aftercare. Tokyo Bihada-do will continue to sincerely address its responsibilities as a medical service and remain a platform that fulfills everyone's desire to "be the person they want to be."
What is "Tokyo Bihada-do"?
"Tokyo Bihada-do" is a platform that provides skin treatment plans using pharmaceuticals, herbal medicines, and doctor's cosmetics through consultations with doctors for customers' skin problems and concerns.
We offer a service that allows everything from reservations and consultations to the provision of medicines and aftercare to be completed online, using LINE and our self-developed online consultation system.
It has been widely used by those who previously had difficulty accessing aesthetic dermatology services due to psychological and physical barriers, and by those whose concerns were not resolved despite trying various cosmetics and supplements. Through services such as useful information for beautiful skin, consultations on skin concerns, and regular delivery of medicines, we provide convenience, peace of mind, and optimal solutions, and we continue to refine our contact points with customers daily to resolve the skin concerns of as many people as possible.
About LATRICO Inc.
Headquarters: Tanaka Koma Building 6F, 5-32 Akasaka 8-chome, Minato-ku, Tokyo
Representative: Tomoaki Hamaguchi, Representative Director, President and CEO
Capital: 1.73 billion yen (including capital reserve, etc.)
Established: September 1, 2020
Business activities: Planning and operation of online skin consultation platforms, marketing, etc.
Corporate website: https://latrico.jp/
Tokyo Bihada-do Releases "6 Checklists" for Choosing Safe Online Aesthetic Medical Care
■ Why is online aesthetic medical care in demand now?
According to our independent survey (*1), the top reasons for not using aesthetic clinics were "high cost (86.0%)" and "anxiety about pain and downtime (66.1%)". Additionally, more than half of women (50.6%) felt that "going to the hospital for minor skin problems is an overreaction," highlighting the high psychological barrier to seeking medical attention. Furthermore, many people face physical constraints such as "not having time to visit a clinic due to work or childcare" or "no specialists nearby," and in fact, over half (52.7%) of our users reside in non-urban areas (*2).
These results show that people with skin concerns are currently forced to choose between the extremes of "expensive and painful aesthetic medicine (surgery/procedure-focused)" or "cheap and easy self-care with self-judgment risks (over-the-counter drugs/supplements-focused)".
Tokyo Bihada-do is building a system to provide "daily skin maintenance" online, based on consultations with doctors from affiliated medical institutions, for such individuals. We realize that online consultations can be a lifeline as an infrastructure for those who could not access appropriate care due to physical and psychological constraints.
*1: LATRICO Inc. "Survey on Awareness of Aesthetic Medical Care and Aesthetic Ingredient Intake" (Survey period: January 15-23, 2026)
*2: Tokyo, Kanagawa, Saitama, Chiba, and Osaka prefectures are defined as "urban areas."
■ Meanwhile, inappropriate online aesthetic medical care is becoming a social problem.
While online aesthetic medical care is expected to be an infrastructure for those who previously could not access appropriate care, troubles are becoming a social problem in some parts of the industry that should be its recipients. Since prescriptions for aesthetic purposes are generally "free medical care" not covered by insurance, medical institutions have a large degree of discretion. This can lead to patients being involved in troubles such as easy prescriptions based only on text without directly examining the patient's condition, inappropriate advertising using testimonials, and expensive contracts that are difficult to cancel.
In view of this situation, strict implementation standards for online consultations have been established in the revised Medical Practitioners Act, which will come into effect on April 1, 2026. As the system becomes stricter, it is increasingly important for patients themselves to have the knowledge to avoid troubles and identify safe medical institutions.
■ To protect yourself: "6 Checklists" for choosing safe online aesthetic medical care
This list summarizes important points that you should check before signing a contract to protect your health and interests, based on administrative rules such as the "Rules on the Proper Implementation of Online Medical Care under the Medical Practitioners Act" and the "Medical Advertising Guidelines" set by the Ministry of Health, Labour and Welfare.
[Advertising and Information Disclosure]
1. Are the "limited exemption requirements" clearly stated, which are mandatory when detailed medical treatment content is included in medical advertisements?
Medical advertisements are obligated to include a set of limited exemption requirements (① contact information, ② normally required treatment content/costs, etc., ③ main side effects/risks, etc.).
[Explanation] The Medical Advertising Guidelines require transparency of information, including both merits and demerits, so that patients can make appropriate judgments. Advertisements that do not meet these requirements may be engaging in inappropriate solicitation.
2. Are testimonials or inappropriate before-and-after photos not posted in medical advertisements?
Posting "personal impressions (reviews)" regarding treatment content and effects, and "before-and-after photos" without detailed explanations of treatment content, costs, side effects, risks, etc., is prohibited.
[Explanation] Medical treatment content and effects vary depending on individual constitution, so other people's testimonials cannot be scientific evidence, and their posting in advertisements is prohibited. Also, processed photos and advertisements that only show good results are strictly restricted as "false or exaggerated advertisements" that mislead users.
[Consultation and Identity Verification]
1. Is the consultation conducted via "real-time video call"?
In principle, online consultations require doctors and patients to meet face-to-face and interact in real-time using video.
[Explanation] In online consultations, doctors need to obtain as much medical information as possible, so communication only via chat or text is prohibited. Medical institutions are also required to perform identity verification equivalent to in-person verification using identification documents to prevent inappropriate consultations by impersonators and the resale of prescribed medicines.
2. Is the doctor's identity thoroughly verified?
During the consultation, check whether the doctor's affiliation and name can be confirmed.
[Explanation] For example, in text-based consultations, there are dangerous cases where unqualified individuals are actually typing while claiming to be doctors. To receive safe medical care, use a reliable service where you can see the doctor's face.
[Post-Consultation and Aftercare]
1. Is the "total cost" clearly displayed and explained before payment?
In online consultations, in addition to medication fees, consultation fees, shipping fees, and system usage fees may be incurred. It is important to check whether the total amount is presented before confirming payment.
[Explanation] To prevent troubles such as "unexpected additional costs incurred later," always check the total payment amount and contract terms on the payment confirmation screen.
2. Is there a system in place to allow prompt consultation with a doctor or pharmacist even after starting medication?
It is important to check whether you can easily inquire if any questions or problems arise, rather than just ending with the consultation.
[Explanation] The responsibility of a medical institution does not end with prescribing medication. National guidelines strongly require a continuous follow-up system to be in place so that patients can promptly consult if unexpected changes in their physical condition or symptoms suspected of being side effects occur while taking medication.
"6 Checklists" for Choosing Safe Online Aesthetic Medical Care
■ Comment from Tomoaki Hamaguchi, Representative Director, President and CEO of LATRICO Inc.
Japan's high-quality medical infrastructure has great potential not only for "treating diseases" and "dealing with injuries" but also for solving people's daily skin concerns. However, currently, many people hesitate to seek medical attention due to the psychological barrier of "is it okay to go to the hospital for minor skin problems?" and as a result, are forced to rely on self-judgment care with risks.
What we aim for through the online skin consultation platform "Tokyo Bihada-do" is to lower this barrier by utilizing technology and "create a new 'normal' with the power of medicine." A society where everyone can access appropriate aesthetic medical care based on medical evidence, and where each individual can live with more confidence and vitality. That is the future we envision.
However, to establish this new "normal" as a social infrastructure, "safety" and "trust from patients" are indispensable above all else. Recently, the state of online aesthetic medical care has been questioned, and we believe it is necessary to strictly regulate ourselves and clarify our stance on protecting patient safety, which is why we have released this checklist. Naturally, our platform also builds and operates a system that meets all the criteria of this list, including thorough video calls and aftercare. Tokyo Bihada-do will continue to sincerely address its responsibilities as a medical service and remain a platform that fulfills everyone's desire to "be the person they want to be."
What is "Tokyo Bihada-do"?
"Tokyo Bihada-do" is a platform that provides skin treatment plans using pharmaceuticals, herbal medicines, and doctor's cosmetics through consultations with doctors for customers' skin problems and concerns.
We offer a service that allows everything from reservations and consultations to the provision of medicines and aftercare to be completed online, using LINE and our self-developed online consultation system.
It has been widely used by those who previously had difficulty accessing aesthetic dermatology services due to psychological and physical barriers, and by those whose concerns were not resolved despite trying various cosmetics and supplements. Through services such as useful information for beautiful skin, consultations on skin concerns, and regular delivery of medicines, we provide convenience, peace of mind, and optimal solutions, and we continue to refine our contact points with customers daily to resolve the skin concerns of as many people as possible.
About LATRICO Inc.
Headquarters: Tanaka Koma Building 6F, 5-32 Akasaka 8-chome, Minato-ku, Tokyo
Representative: Tomoaki Hamaguchi, Representative Director, President and CEO
Capital: 1.73 billion yen (including capital reserve, etc.)
Established: September 1, 2020
Business activities: Planning and operation of online skin consultation platforms, marketing, etc.
Corporate website: https://latrico.jp/