全国首个互联网互动广告宣传合规指引在杭发布

Core Viewpoint - The introduction of the first compliance guidelines for internet interactive advertising in China aims to regulate advertising practices, protect consumer rights, and promote high-quality development in digital advertising [1][2] Group 1: Guidelines Overview - The guidelines consist of 25 specific measures that address the management of internet interactive advertising, filling a regulatory gap and innovating platform governance [1] - The guidelines were developed under the guidance of the Zhejiang Provincial Market Supervision Administration and are being implemented across the province [1] Group 2: Common Violations - Common violations in interactive advertising include misleading high prize rates to attract consumers, discrepancies between advertised and actual products, and failure of platform operators to take necessary actions against harmful advertising practices [1] Group 3: Key Requirements - The guidelines clarify the forms of interactive advertising, legal applicability, basic principles, and market supervision principles, ensuring advertisements are identifiable and do not mislead consumers [2] - Content must be truthful and comprehensive, prohibiting false inducements and aiding in false advertising [2] - Technical requirements include easy closure of ads, clear notifications, and prohibiting forced redirects to avoid disrupting consumer experience [2] Group 4: Network Lottery Management - The guidelines define the concept of online lotteries and establish management requirements including "two disclosures, two prohibitions, and one record," mandating clear publication of lottery rules and banning false advertising [2]