“小字免责” 或成历史，市监局就广告引证新规制征求意见

Core Viewpoint - The article discusses the introduction of the "Advertising Citation Content Enforcement Guidelines" aimed at addressing misleading advertising practices, particularly the phenomenon of "big words attract attention, small words disclaim" which misleads consumers by obscuring important information [1][8]. Group 1: Advertising Practices - The phenomenon of "big words attract attention, small words disclaim" involves highlighting favorable information in advertisements while downplaying critical disclaimers, making it difficult for consumers to notice or understand them [2][5]. - The rise of this advertising tactic is linked to the implementation of the Advertising Law in 1995, which led businesses to exploit "small words" to evade risks while misleading consumers [4][5]. Group 2: Regulatory Response - The "Advertising Citation Content Enforcement Guidelines" consist of 22 articles that clarify the requirements for advertising citations, including the need for clear and prominent presentation of disclaimers [1][9]. - The guidelines prohibit the use of small font sizes or colors that blend with the background to obscure important information, thereby reducing the space for illegal advertising practices [8][9]. Group 3: Implications for Businesses - Businesses may face administrative risks, including fines and orders to cease misleading advertisements, if they engage in the "big words attract attention, small words disclaim" practice [5]. - The guidelines aim to unify enforcement standards across the country, increasing the cost of violations and promoting rational and truthful advertising competition [9].