BEIJING -- The Ministry of Health on Monday released a circular urging strengthened management of medical cosmetic institutes and their advertisements amid concerns about customer safety.

"Local health administrations at all levels should approve and inspect medical cosmetic institutes strictly in accordance with laws and regulations... With similar qualifications, public-funded ones should be licensed first," said the document.

The ministry stressed that those opening medical cosmetic services out of their permitted scope should be "seriously dealt with."

The circular came as the cosmetic surgery industry has been criticised for uneven distribution of qualified medical resources, unfair competition, lack of official supervision and an increasing number of medical accidents.

In one high-profile tragedy, 24-year-old former television talent show singer Wang Bei died in November 2010 while undergoing facial surgery at a hospital in Wuhan, capital of the central Hubei province.

Monday's document urged serious handling of medical cosmetic ads that exaggerate the effects of services and products. It also encouraged local health administrative departments with resources to publicize information of medical cosmetic institutes within their jurisdiction to the public.