The Measures further clarify the responsibilities of advertisers, Internet advertising operators and publishers, and Internet information service providers; Actively respond to social concerns, standardize pop-up advertisements, open-screen advertisements, and use smart devices to publish advertisements.
Refined the advertising supervision rules in key areas such as "soft-text advertisements", Internet advertisements with links, bidding ranking advertisements, algorithm recommendation advertisements, Internet live advertisements, and disguised advertisements being censored; The new regulations on the jurisdiction of advertising spokespersons provide an important institutional guarantee for strengthening the supervision and enforcement of Internet advertising, and also give new impetus to the standardized and orderly development of Internet advertising.
Specifically, the Measures provide as follows:
These advertisements are prohibited from being published.
1. No unit or individual may use the Internet to design, produce, represent or publish advertisements for products or services whose production and sale are prohibited by laws and administrative regulations, or for goods or services whose advertising is prohibited.
It is forbidden to use the Internet to publish tobacco (including electronic cigarettes) advertisements. Prohibit the use of the Internet to publish prescription drug advertisements. Where laws and administrative regulations provide otherwise, such provisions shall prevail.
2. It is forbidden to publish advertisements for medical treatment, medicines, medical devices, health foods and formula foods for special medical purposes in disguised form by introducing health knowledge.
When introducing health knowledge, the addresses, contact information and shopping links of commodity operators or service providers related to medical treatment, medicines, medical devices, health food and formula food for special medical purposes shall not appear on the same page or at the same time.
3. Advertisements for medical treatment, medicines, health foods, formula foods for special medical purposes, medical devices, cosmetics, alcohol, beauty and online games that are not conducive to the physical and mental health of minors shall not be published on Internet media such as websites, webpages, Internet applications and official WeChat accounts.
These advertisements are censored:
1. Advertisements that should be examined according to laws and administrative regulations, such as medical treatment, medicines, medical devices, pesticides, veterinary drugs, health foods, formula foods for special medical purposes, etc., shall be examined by the advertisement examination organ before being released; Without review, it shall not be published.
2. The censored Internet advertisements shall be published in strict accordance with the contents examined and approved, and shall not be edited, spliced or modified. If the contents of the advertisements that have been examined and approved need to be changed, a new application for advertisement examination shall be made.
Advertisers should clearly indicate "advertising"
1. Internet advertisements should be identifiable so that consumers can recognize them as advertisements.
2. For the goods or services ranked by bidding, the advertisement publisher should express "advertisement", which is obviously different from the natural search results.
3. Except in the case that laws and administrative regulations prohibit the publication or disguised publication of advertisements, if goods or services are promoted through knowledge introduction, experience sharing, consumption evaluation, etc., and shopping links are attached, the advertisement publisher shall express "advertisements".
Who is responsible for the authenticity of the advertising content?
Advertisers should be responsible for the authenticity of Internet advertising content.
Subject qualification, administrative license, quoted content, etc. of advertisers when publishing Internet advertisements. It shall meet the requirements of laws and regulations, and the relevant certification documents are true, lawful and effective.
Advertisers can publish their own advertisements through self-built websites, own clients, Internet applications, official WeChat accounts, online shop pages and other Internet media, or they can entrust advertising agents and publishers to publish advertisements.
Advertisers who publish Internet advertisements by themselves shall comply with the requirements of laws and regulations, establish advertising files and update them in time. Relevant files shall be kept for not less than three years from the date of termination of advertising.
When an advertiser entrusts to publish an Internet advertisement, it shall promptly notify the advertising agents and publishers who provide services for it in written form or other identifiable ways.
How to standardize "live broadcast with goods"
If a commodity seller or service provider publicizes a commodity or service through a live webcast, which constitutes a commercial advertisement, it shall bear the responsibilities and obligations of the advertiser according to law.
Commissioned by the operator of the live broadcast room to provide advertising design, production, agency and publishing services, it shall bear the responsibilities and obligations of the advertising operator and publisher according to law.
On-site marketers who are entrusted to provide advertising design, production, agency and publishing services shall bear the responsibilities and obligations of advertising operators and publishers according to law.
Live marketers who recommend and certify goods and services in their own names or images constitute advertising endorsements shall bear the responsibilities and obligations of advertising spokespersons according to law.
"Make sure to close with a button"
Advertisers and advertisement publishers shall clearly mark the closing sign when posting Internet advertisements in the form of pop-ups, so as to ensure one-click closing, and shall not have any of the following circumstances:
1. Only when there is no closing sign or the timer ends can the advertisement be closed.
2. The closing sign is false, unclear or difficult to locate, setting obstacles for closing the advertisement.
3. It takes more than two clicks to close an advertisement.
4. In the process of browsing the same page and document, advertisements continue to pop up after closing, which affects users' normal use of the network.
5. Other behaviors that affect one-button closing.
The provisions of the preceding paragraph shall apply to open-screen advertisements displayed and released when Internet applications are started.
Don't mislead users to browse advertisements in these ways.
Do not deceive or mislead users to click or browse advertisements in the following ways:
1, false system or software update, error reporting, cleaning, notification and other tips.
2. Play, start, pause, stop, return and other false signs.
3. False reward promises.
4. Other ways of deceiving and misleading users to click and browse advertisements.