浙江发布互联网互动广告合规指引 规范抽奖广告

Core Points - Zhejiang Province has officially launched the "Guidelines for Risk Control and Legal Compliance in Internet Interactive Advertising (Trial)" to address issues in the interactive advertising sector [1][2] - The guidelines include 25 specific measures aimed at innovating platform governance and enhancing consumer rights protection [1] Group 1: Issues in Interactive Advertising - Common illegal practices in interactive advertising include using high winning rates in activities like spinning wheels and red envelopes to attract consumers, which often leads to misleading promotions [2] - Problems such as automatic redirects, inducement to consume, and technical abuse have been reported, negatively impacting consumer experience and posing risks to consumer rights [1][2] Group 2: Guidelines and Regulations - The guidelines clarify the forms of interactive advertising, legal applicability, basic principles, and market supervision principles, requiring identifiable advertising formats and disclosure of entity information to avoid misleading consumers [2] - Content must be truthful and comprehensive, prohibiting false inducements and aiding false promotions, while ensuring that advertisements can be easily closed and do not interfere with normal consumer usage [2] - The guidelines also define the concept of online lotteries and establish management requirements, including the need for clear publication of lottery rules and prohibition of false advertising [2]