事关广告“大字吸睛、小字免责”等 市场监管总局公开征求意见

Core Viewpoint - The State Administration for Market Regulation is drafting the "Enforcement Guidelines for Advertising Citation Content (Draft for Public Comment)" to clarify concepts related to advertising citations and compliance requirements, addressing issues of misleading advertising practices that disrupt market order and harm consumer rights [1]. Group 1 - The guidelines will detail the concepts of "advertising citation content" and "citation advertising," along with general principles and compliance requirements that must be followed [1]. - The guidelines will respond to public concerns regarding the legality of absolute terms in advertising, such as "sales number one" and "market share number one" [1]. - The guidelines will clarify the identification of advertising operators and their legal responsibilities in citation advertising [1]. Group 2 - The State Administration for Market Regulation emphasizes that advertising is a crucial tool for businesses in market competition [1]. - There has been a rise in misleading advertising practices, such as using tailored research reports to create false claims of being "first" or "original," which disrupts market order and intensifies unhealthy competition [1]. - The administration highlights the use of tactics like "large print for attention, small print for disclaimers" that obscure negative information affecting consumer purchasing decisions, indicating a need for further regulation [1].