针对“行业第一”滥用、“大字吸睛小字免责”营销乱象，市场监管总局出手了

Core Viewpoint - The State Administration for Market Regulation (SAMR) has initiated a public consultation on the "Advertising Citation Content Enforcement Guidelines (Draft for Comments)" to address issues such as the misuse of third-party reports and misleading advertising practices in the industry [1][2]. Group 1: Purpose and Scope of the Guidelines - The guidelines aim to enhance the effectiveness of enforcement regarding advertising citation content and to standardize the regulatory framework for advertising citations [3]. - Advertising citation content refers to data, statistics, survey results, excerpts, and quotes from third parties that relate to the advertised products or services [3][4]. Group 2: Responsibilities and Requirements - Advertisers are responsible for the authenticity, accuracy, and legality of all advertising content, including citation content, and must bear the burden of proof [5]. - The guidelines stipulate that data cited in advertisements must be obtained through valid experimental or measurement methods, and the institutions providing such data must possess the necessary qualifications [5][6]. Group 3: Transparency and Clarity - Advertisements must clearly indicate the source of citation content, including the names of institutions or authors, and any applicable conditions or limitations regarding the cited data [7][9]. - The guidelines require that any claims regarding sales, market share, or other factual information must be truthful, complete, and accurate [10][11]. Group 4: Enforcement and Compliance - The SAMR will take action against advertisements that use fabricated or unverifiable data, fail to disclose sources, or mislead consumers through exaggerated claims [12][18]. - Advertisers must ensure that any self-claimed data used in advertisements complies with the established guidelines and does not mislead consumers [14][16].