The term "advertisement" as mentioned in these Regulations refers to the commercial propaganda in which commodity operators or service providers directly or indirectly introduce the goods or services they sell through radio, television, movies, newspapers, periodicals, printed matter, outdoor advertising facilities, public transport, the Internet and other media in the form of words, pictures, audio, video and physical models.
Public service advertising management in accordance with the relevant provisions of the state. Article 3 The people's governments at or above the county level shall strengthen their leadership over the supervision and management of advertisements within their respective administrative areas, establish and improve the joint meeting system for rectifying illegal advertisements, and incorporate the funds required for the supervision and management of advertisements into the fiscal budget.
The market supervision and administration department of the people's governments at or above the county level shall be in charge of the supervision and administration of advertisements within their respective administrative areas.
Internet information, press and publication, radio and television, health, housing and urban construction, transportation, agriculture and rural areas, financial supervision and management, communication management, drug supervision and management and other departments are responsible for advertising management within their respective functions and duties. Article 4 Advertisements should be true and lawful, adhere to the correct orientation, express the contents of advertisements healthily, promote the socialist core values and the excellent traditional culture of the Chinese nation, and meet the requirements of socialist spiritual civilization construction. Article 5 An advertisement should be identifiable so that consumers can recognize it as an advertisement.
Advertisements published through the mass media should be clearly marked or prompted in the form of words and sounds, which is different from other non-advertising information. If multiple audio advertisements are played continuously, a significant prompt should be given before the first advertisement is played.
Internet paid search advertisements should be clearly marked with "advertisement", which is obviously different from natural search results. Article 6 The contents that should be clearly stated in advertisements as stipulated by laws, regulations and rules shall be clear and eye-catching.
The following advertisements shall clearly indicate the relevant contents as required:
(1) Advertisements involving preferential contents shall clearly indicate the varieties (items), conditions, time limit, scope or amount of goods or services provided;
(two) when advertising a commodity with special accessories, it shall clearly indicate the accessories that need to be purchased separately;
(3) Advertisements that should be examined according to laws and administrative regulations shall be marked with the approval number of advertisement examination. Article 7 Advertisements shall not use "national", "superlative", "best" or other words with the same meaning to directly or indirectly introduce the promoted goods or services.
An advertisement in any of the following circumstances shall not be regarded as violating the provisions of the preceding paragraph:
(1) using terms such as "earliest" and "earliest" to express time and spatial order;
(2) Use terms such as "the latest product of our company" and "the top style of this product" to express self-comparison;
(3) Use such terms as "customer satisfaction first", "customer first" and "pursuing the best" to express business philosophy and target appeal;
(4) Awards and titles assessed according to laws, regulations and relevant provisions of the state, or grading terms of commodities or services recognized according to national standards and industry standards, contain terms with the same meaning, such as "national level", "highest level" and "best". Article 8 Advertisements that deceive or mislead consumers with false or misleading contents are false advertisements.
An advertisement that has a substantial impact on consumers' purchase behavior in any of the following circumstances constitutes a false advertisement that deceives and misleads consumers with misleading content as stipulated in the preceding paragraph:
(a) one-sided publicity or comparison of goods or services;
(2) Propagandizing commodities or services in vague language;
(3) Propagandizing goods or services by taking the conclusions formed under specific conditions as general conclusions;
(4) Other misleading circumstances.
The term "significant impact" as mentioned in the preceding paragraph refers to the information about the performance, function, origin, use, quality, specifications, ingredients, price, producer, expiration date, sales status, honor, commitment and preference of the product. Or information about content, supplier, form, quality, price, sales status, honor, commitment, preference, etc. This is enough to influence consumers' purchasing decisions. Article 9 Advertisements that should be examined according to laws and administrative regulations shall be released by commodity operators or service providers according to the contents that have passed the examination, and shall not be edited, spliced or modified; If it needs to be edited, spliced or modified, it shall be re-submitted to the advertising examination organ for advertising examination. Article 10 Food advertisements other than health foods shall not publicize their specific health functions, nor shall they express or imply their specific health functions by publicizing the functions of certain ingredients.
The specific health-care function mentioned in the preceding paragraph refers to the health-care function allowed to be claimed by health-care foods approved for registration or filing by the food safety supervision and administration department.