Core Viewpoint - The article reflects on the ten-year implementation of the new Advertising Law in China, highlighting the dual leap in scale and quality of the advertising industry under legal protection, and the ongoing evolution of regulatory frameworks to address emerging challenges in the digital advertising landscape [2][3]. Summary by Sections Introduction - The article marks the tenth anniversary of the new Advertising Law, emphasizing the establishment of a healthy and orderly market ecology in China's advertising industry [2]. Historical Context - The original Advertising Law, enacted in 1994, aimed to address public trust issues arising from the commercialization of media, which led to a crisis of confidence among the public [5][6]. Regulatory Evolution - Over the past decade, the regulatory framework has evolved to include specific guidelines for internet advertising, medical aesthetics, and celebrity endorsements, filling regulatory gaps [2][3][11]. Challenges of Internet Advertising - The rapid advancement of information technology and the internet has posed significant challenges to the existing Advertising Law, which was primarily designed for traditional media [9][10][14]. Legislative Process - The revision process for the Advertising Law began in 2003, primarily to address the challenges posed by internet media, but it took over a decade to finalize due to the complexity of the issues involved [10][11]. New Regulatory Frameworks - The new Advertising Law, enacted in 2015, introduced provisions for internet advertising but largely retained old regulatory approaches, indicating a need for ongoing adaptation [11][12]. Emerging Issues - The rise of live-streaming commerce and social media has created new advertising paradigms, complicating the regulatory landscape and raising questions about the applicability of traditional advertising laws [14][15][16]. Future Directions - The article suggests that while new technologies and market dynamics present challenges, they also offer opportunities for legal adaptation and innovation in regulatory practices [21][22].