市场监管总局就《广告引证内容执法指南（征求意见稿）》公开征求意见

Core Viewpoint - The State Administration for Market Regulation (SAMR) has drafted the "Enforcement Guidelines for Advertising Citation Content (Draft for Comments)" to improve advertising regulation and address prevalent issues in the advertising market, such as misleading claims and the use of small print disclaimers [1]. Group 1: Purpose and Scope - The guidelines aim to provide direction for market regulatory departments in enforcing advertising citation content, ensuring compliance and enhancing the ability of advertising entities to adhere to regulations [4]. - Advertising citation content refers to data, statistics, survey results, and quotes from third parties related to the promoted goods or services [4]. Group 2: Requirements for Advertising Citation Content - Advertising citation content must be truthful, accurate, and legal, prohibiting the use of fabricated or unverifiable information [5]. - Data used in advertisements must be obtained through legitimate experiments or measurements conducted by qualified institutions [5]. - Statistical data or survey results must be derived from scientifically valid methods, ensuring broad and reasonable sampling [5]. Group 3: Clarity and Transparency - Advertisements must clearly indicate the source of citation content, including the names of institutions or authors, and any relevant publication details [6][7]. - If citation content has specific applicability or validity periods, this must be explicitly stated in the advertisement [8]. Group 4: Misleading Advertising Practices - The use of terms like "best" or "number one" in advertising is restricted if the relevant industry or region is not sufficiently defined, potentially misleading consumers about market positions [10]. - Advertisements that utilize unverifiable or misleading citation content will be deemed false or misleading [11]. Group 5: Enforcement and Compliance - Regulatory authorities are empowered to take action against advertisements that do not comply with the guidelines, including those that fail to provide necessary citations or misrepresent data [16]. - The guidelines emphasize the importance of verifying advertising content and ensuring that it aligns with the cited evidence [14].