市场监管总局修订发布了《互联网广告管理办法》，将于2023年5月1日起施行。《办法》适应我国互联网广告业发展新特点、新趋势、新要求，对原《互联网广告管理暂行办法》进行修改完善，创新监管规则，进一步细化互联网广告相关经营主体责任，明确行为规范，强化监管措施，对新形势下维护互联网广告市场秩序，助力数字经济规范健康持续发展具有重要意义。《办法》进一步明确了广告主、互联网广告经营者和发布者、互联网信息服务提供者的责任；积极回应社会关切，对人民群众反映集中的弹出广告、开屏广告、利用智能设备发布广告等行为作出规范；细化了“软文广告”、含有链接的互联网广告、竞价排名广告、算法推荐方式发布广告、利用互联网直播发布广告、变相发布须经审查的广告等重点领域的广告监管规则；新增了广告代言人的管辖规定，为加强互联网广告监管执法提供了重要制度保障，也为互联网广告业规范有序发展赋予了新动能。
The General Administration of Market Regulation has revised and issued the “Measures for the Administration of Internet Advertisements”, which will take effect on May 1, 2023. The “Measures” adapt to the new characteristics, trends and requirements of the development of China's Internet advertising industry, revise and improve the original “Interim Measures on the Administration of Internet Advertisement”, innovate supervision rules, further refine the responsibilities of operators related to Internet advertising, clarify codes of conduct, and strengthen supervisory measures, which are of great significance in maintaining the order of the Internet advertising market under the new situation and helping to standardize the healthy and sustainable development of the digital economy. The “Measures” further clarify the responsibilities of advertisers, Internet advertisement operators and publishers, and Internet information service providers; respond positively to social concerns and regulate the public's behavior such as centralized pop-up advertisements, open screen advertisements, and the use of smart devices to post advertisements; refines advertising supervision rules in key areas such as “soft text advertisements”, Internet advertisements with links, advertisement ranking advertisements, advertising using algorithm recommendation methods, posting advertisements using live Internet broadcasts, and advertising that is subject to review in disguise; the jurisdiction of advertising advocates has been added to strengthen the supervision and enforcement of Internet advertisements It provides important institutional guarantees, and has also given new impetus to the standardized and orderly development of the Internet advertising industry.
