![]() Prohibition on Covert Advertising for Certain Products When promoting goods or services through "soft text advertisements" such as knowledge introduction, experience sharing, and consumption evaluation, and purchase methods such as shopping links are attached, the advertisement publisher must conspicuously indicate "advertisement" to clearly distinguish it as such. Requirements on Various Forms of Internet Advertising These Measures are in place to protect users from unwanted or misleading advertising, ensuring transparency and fairness in the advertising industry. Without the user’s consent or request, advertisements or advertising links must not be attached to the e-mails or internet instant messaging information sent to users. Users must not be deceived or misled into clicking or browsing advertisements through false system or software updates, error reports, cleanups, notices, false signs such as playing, starting, suspending, stopping, returning, false promises of rewards, or other methods to deceive or mislead users into clicking or browsing advertisements. The Measures require that the use of the internet to publish or send advertisements must not affect users’ normal use of the internet. These products include medical treatments, medicines, health foods, formula foods for special medical purposes, medical devices, cosmetics, alcohol and beauty products, as well as online games that are not conductive to the minors’ physical and mental health. The Measures also prohibit publishing advertisements for certain products on internet media aimed at minors. This includes any soft text advertising that has purchase methods attached, which must be labeled as advertising. The requirements mandate clear labeling of advertising, specifically internet advertisements, to be identifiable, enabling consumers to distinguish them as advertisements. The Measures in China place a strong emphasis on transparency and the protection of user rights, particularly for minors. ![]() Transparency and Protection of User’s Rights, Including Minors ![]() ![]() It covers various forms of online advertisements, including pop-up advertisements, open-screen advertisements, livestreaming advertisement, “soft text advertisements”, internet advertisements containing links, auction ranked advertisements, algorithm-recommended advertisements, internet live broadcast advertisements, and covert advertisements. The Measures aims to provide more transparency, user rights protections, and responsibilities for advertising agents, advertising publishers, and platforms in China. On February 25, 2023, the State Administration for Market Regulation released the Measures for the Administration of Internet Advertising ( Measures), which will come into effect on May 1, 2023, and replace the Interim Measures for the Administration of Internet Advertising. ![]()
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