浙江发布互联网互动广告宣传合规指引

Core Viewpoint - Zhejiang Province has introduced the "Guidelines for Risk Control and Legal Affairs of Internet Interactive Advertising and Promotion (Trial)" to address issues related to misleading marketing practices and consumer rights protection in the rapidly growing digital advertising sector [1][2]. Group 1: Industry Overview - The digital advertising business in Zhejiang Province is projected to reach 132.32 billion yuan in 2024, accounting for 81.93% of the total advertising revenue [1]. - Internet advertising has become a prominent application of digital technology due to its early adoption, effective implementation, and high profitability [1]. Group 2: Regulatory Framework - The new guidelines consist of 25 articles that define the forms of internet interactive advertising, applicable laws, basic principles, and market supervision principles [2]. - The guidelines require that interactive advertising be identifiable and transparent, avoiding misleading consumers, and ensuring that content is truthful and comprehensive [2]. Group 3: Consumer Protection Measures - The guidelines introduce a "two public disclosures, two prohibitions, and one record" management requirement for online lottery operators, mandating clear publication of rules and prohibition of false advertising [2]. - Mechanisms such as one-click closure, automatic renewal regulations, and deposit refund procedures are established to protect consumer rights and enhance confidence in internet services [3]. Group 4: Implementation and Enforcement - The guidelines aim to combine regulatory enforcement with industry development through a dual-track system of "technical supervision + rule refinement" [3]. - The Zhejiang Provincial Market Supervision Administration emphasizes the importance of maintaining market integrity and ethical business practices while resisting low-quality competition [3].