规范广告用语 市场监管总局发布广告监管新规征求意见稿

Core Viewpoint - The State Administration for Market Regulation has released a draft guideline for advertising citation content, seeking public feedback for one month, aiming to regulate misleading advertising practices that disrupt market order and harm consumer rights [1] Group 1: Advertising Practices - Some businesses use "customized" research reports to create misleading advertising claims, such as "first" or "leading" [1] - Certain advertisers employ tactics like "big font for attention, small font for disclaimers" to emphasize product benefits while downplaying negative information that could affect consumer decisions [1] Group 2: Regulatory Framework - The draft guideline clarifies the concepts of "advertising citation content" and "citation advertising," detailing general principles and compliance requirements [1] - It addresses public concerns regarding the legality of absolute terms in advertising, such as "number one in sales" or "market share leader" [1] - The guideline specifies the identification of advertising operators and their legal responsibilities in citation advertising [1]