市场监管总局：我国广告业保持蓬勃发展态势

Core Insights - The Chinese advertising industry is experiencing robust growth, with the development index reaching 128.4 points, a year-on-year increase of 8.0% [1] - In 2024, the advertising revenue for national advertising agencies and large enterprises is projected to be 1,546.41 billion yuan, reflecting a growth of 17.9% compared to the previous year [1] - China is expected to maintain its position as the second-largest advertising market globally and the largest in the Asia-Pacific region, with the fastest growth in advertising revenue among the top 10 global markets [1] Industry Trends - Digital advertising is a key driver of sustainable growth and innovation in the advertising sector, with internet advertising revenue projected to grow by 24% in 2024, accounting for 86.5% of total advertising revenue [1] - Traditional media is accelerating its digital transformation, while emerging media is contributing to market expansion, leading to the formation of new productive forces in the advertising industry [1] Regulatory Developments - The State Administration for Market Regulation has revised the "Internet Advertising Management Measures" and issued guidelines to enhance the regulation of internet advertising, addressing issues such as false and illegal advertisements [2] - In the first quarter of this year, regulatory authorities handled 5,642 cases of illegal internet advertising, imposing fines totaling 50.918 million yuan, thereby maintaining order in the advertising market [2] - The advertising market order index reached 124.8 points, a 4.8% increase from the previous year, with 46,900 illegal advertising cases expected to be handled in 2024, maintaining a similar level to the previous year [2] Regulatory Framework Enhancements - The State Administration for Market Regulation is revising several advertising regulations to improve the transparency, predictability, and operability of advertising regulations [3] - The agency is focusing on preventing inappropriate commercial activities under the guise of commemorative events and is committed to maintaining ideological safety in commercial marketing [3] - A nationwide campaign has been launched to rectify advertising market order in key areas, aiming to create a fair and orderly advertising environment that satisfies the public [3]