New Rules For Internet Advertising Are Officially Implemented Today. Micro-Blog, Friends Circle Forwarding Ads Also Have To Bear Responsibility, Do You Know?

The development of Internet advertising in China has been developing by leaps and bounds, which has exceeded the momentum of traditional media advertising.

Meanwhile,

Some problems have also become the focus of social concern.

Since September 1st, the Interim Regulations on Internet advertising management promulgated by the State Administration for Industry and Commerce have been put into effect.

The new regulation clearly stipulates that all advertisements on the Internet (including WeChat and micro-blog) should be marked with "advertising". Violators will not only be subject to administrative penalties, but also face a maximum fine of 100 thousand.

It is worth mentioning that from today on, the "soft broad" good days are over, and this obscure way of promotion must be clearly marked as "advertising" so that consumers can distinguish.

Internet advertising is no longer something you want to send, you can send it when you want to.

Five kinds of advertisements must clearly indicate the word "advertisement".

The Interim Measures for the administration of Internet advertising have made clear provisions on the hot topics of Internet users' widespread concern, such as fee search and POP advertising.

The Measures stipulate that "

It refers to commercial advertisements that sell goods or services directly or indirectly through text, pictures, audio, video or other forms through Internet, web pages, Internet applications, and other Internet media.

The method enumerates the types of Internet crown height, which can be divided into five categories:

(1) selling goods or services with links, such as words, pictures or videos, etc.

(two) e-mail advertising to promote goods or services;

(three) paid search advertising for goods or services;

(four) to promote advertisements in commercial display of goods or services; laws, regulations and regulations stipulate that the information provided by the operator to consumers should be in accordance with the provisions;

(five) other commercial advertisements that promote goods or services through the Internet media.

At present, the advertising style of Baidu's search results page has been described from the original "commercial promotion" to "advertising" two characters.

Micro-blog and friends circle should also be responsible for forwarding advertisements.

In the fans economy,

The star's micro-blog, WeChat and other media commercials, also marked "advertising".

It is worth noticing that after September 1st, people will forward advertising posts in WeChat social circle, micro-blog and other social media, and also bear the responsibilities and obligations of the publishers.

The interim measures will also be included in the scope of management from the media.

The eleventh provision is that "the natural person, legal person or other organization that pushes or displays the Internet advertisement for advertisers or advertising operators, and can check the contents of advertisements and decide the advertisements, is the publisher of the Internet advertisement."

At the same time, Internet advertisers should be responsible for the authenticity of advertising content.

Moreover, Internet advertising publishers should establish an advertising management system.

Not only do we need to check and register the name and address of the advertiser, and contact information, but also check the contents of the advertisements.

For advertisements whose contents are inconsistent or incomplete, the publishers shall not design, produce, represent or issue advertisements.

Lin Yang, director of the advertising supervision department of the Guangdong Provincial Bureau of industry and commerce, pointed out that in the interpretation of this provision, it was like, "I eat goods, I feel that I have a good place to eat, and I have a circle of friends." this is just providing information, not really participating in business activities, but not advertising.

Similarly, if you find interesting advertisements on the Internet, it is not for forwarding goods or services, nor for advertising.

"Industry and commerce departments mainly see subjective intent," Lin stressed that it is best not to unauthorized product information dissemination, because many times can not prove that they did not participate in business activities.

Pop-up ads should be able to close with one key.

Many people will encounter such a situation: in the online search, reading novels, shopping, there are all kinds of small ads popping up around the web page, and it is hard to shut down and sometimes jump out of other advertising or game pages.

After the implementation of the new rules, this phenomenon will be restricted, and pop-up ads should be closed with one key.

The eighth provision of the Interim Measures stipulates that the use of the Internet for issuing and sending advertisements shall not affect users' normal use of the Internet.

In the advertisements posted on the Internet pages in the form of pop ups, the closing signs should be marked to ensure that a key is closed.

At the same time, we should not deceive users to click on advertising content.

No advertisements or advertising links should be added to the e-mail sent by users without permission.

In terms of advertising content, advertisements for prescription drugs and tobacco are also prohibited.

Advertisements for special goods or services that are required to be examined by the advertising censorship authorities, such as medical, pharmaceutical, special medical uses, formula foods, medical devices, pesticides, veterinary drugs, health food advertisements and other laws and administrative regulations, shall not be published without examination.

Internet advertising is not marked, will be penalized up to 100 thousand yuan.

In view of the characteristics of Internet advertising, interim measures define the jurisdiction of the advertising supervision department and impose administrative penalties against Internet advertising violations, which are under the jurisdiction of the administrative department for Industry and commerce at the place where the advertisement publisher is located.

Where the advertiser's location and the place where the advertising operator is located, the administrative department for Industry and commerce first finds illegal clues or receives complaints and reports, and it may also exercise jurisdiction.

For Internet advertising, which is not identifiable, according to the relevant provisions of the advertising law, the administrative department for Industry and Commerce shall order correction, impose a fine of not more than 100 thousand yuan on the advertisement publisher, deceive the user to click on the advertisement content, or add an advertisement or advertisement link to the user's e-mail without permission, and order the correction, and impose a fine of not less than 10000 yuan or less than 30000 yuan.