事关广告“大字吸睛、小字免责”等 官方征求意见

Core Viewpoint - The article discusses the draft of the "Advertising Citation Content Enforcement Guidelines (Draft for Public Comment)" by the State Administration for Market Regulation, aimed at regulating advertising practices and ensuring compliance with the Advertising Law [1][3]. Group 1: Purpose and Necessity of the Guidelines - The guidelines aim to enhance the effectiveness of advertising citation content regulation and enforcement, ensuring that advertising content is truthful, accurate, and legal [6][28]. - The necessity arises from the increasing use of misleading advertising practices, such as exaggerated claims of being "first" or "leading" in the market, which disrupt market order and harm consumer rights [1][29]. Group 2: Key Provisions of the Guidelines - The guidelines specify that advertising citation content must be based on verifiable data and should not mislead consumers [9][10]. - Advertisers are responsible for the authenticity and legality of all advertising content, including citation content, and must provide evidence when required [10][32]. - The guidelines outline specific requirements for citation content, including the need for scientific methods in obtaining statistical data and ensuring that the cited information is accurate and consistent with the original sources [16][18]. Group 3: Regulatory Framework - The guidelines provide detailed rules for identifying false or misleading advertising, including the use of unverifiable data or failure to disclose the source of citation content [19][20]. - They also clarify the responsibilities of advertising operators and publishers to verify advertising proof documents and ensure compliance with the guidelines [24][25]. - The enforcement measures include penalties for non-compliance, with a focus on maintaining a fair advertising environment [26][27]. Group 4: Public Participation - The State Administration for Market Regulation is seeking public feedback on the draft guidelines for a period of one month, encouraging input from various stakeholders [2][3].