"过去我们担心广告踩红线，现在有合规指引，既规避风险，也能把创意做得更精准。"上汽通用五菱企 业负责人说。 业内人士认为，柳州的探索说明广告合规不仅是规范经营的底线，更是推动产业升级的关键。随着制度 化服务深入推进，当地工业企业正从"制造优势"迈向"品牌优势"，"柳字号"产品的市场影响力不断扩 大。（完） 中新网广西新闻9月4日电（周建坤 郭智武）近年来，广西柳州市市场监管局把广告合规作为优化营商 环境的重要抓手，持续推进"广告合规助企行动"，通过线上线下结合服务，帮助企业降低合规成本、提 升传播效能，让广告真正成为产业发展助推器。 柳州市场监管局相关负责人介绍，当地一方面开设广告合规直播课堂，围绕广告内容准则和广告行为规 范普及法律知识；另一方面深入企业生产一线，对广告策划、制作、发布等环节进行指导，打通堵点卡 点。"广告合规既是监管要求，也是企业提升竞争力的必修课。"该负责人说。 在一批龙头企业中，广告合规的成效已经显现。上汽通用五菱提出"人民需要什么，五菱就造什么"的广 告语，以情感化叙事拉近与消费者的距离，2025年上半年新能源车销量同比增长73.8%。柳工集团通过 数字广告，把南极施工场景与探索精神 ...

Group 1: Compliance Guidance and Services - The Lanzhou Market Supervision Administration is actively providing legal interpretations of advertising laws, focusing on key provisions of the Advertising Law and the Anti-Unfair Competition Law [2] - On-site consultations and support were conducted for five companies, including Lanzhou Xuantianxia Co., Ltd. and Meituan Lanzhou, receiving positive feedback from enterprises [2] - Compliance lectures were held for 40 chain retail pharmacies, detailing the regulations and approval requirements for drug advertising, reinforcing the responsibility of pharmacies in advertising activities [2] Group 2: Risk Warning and Standardization - The administration is promptly informing enterprises about the latest regulatory policies and typical illegal cases to help them avoid risks [4] - Joint discussions were held with eight online trading platforms, including Ele.me and Pinduoduo, to clarify compliance points and reinforce the responsibility of live-streaming e-commerce platforms in advertising [4] - Inspections were conducted on 22 off-campus training institutions, addressing advertising compliance issues and guiding them to improve their advertising review systems [4] Group 3: Innovative Mechanisms and Strict Regulation - The administration has organized a "double random, one public" inspection process for advertising operators, conducting checks on 20 regulated enterprises and publicly announcing the results [5] - The mechanism for joint punishment of dishonest entities in the advertising sector is being utilized to penalize those who publish false or illegal advertisements with severe consequences [5]

Core Viewpoint - The article discusses the innovative "three-chain integration model" implemented by the Zhenyuan County Market Supervision Administration to enhance advertising compliance, protect market entities and consumer rights, and promote positive advertising guidance [1][2]. Group 1: Promotion Chain - The promotion chain focuses on enhancing the legal awareness of enterprises regarding advertising laws. The county's market supervision bureau has conducted targeted training sessions and case analysis meetings to interpret key regulations such as the Advertising Law and the Internet Advertising Management Measures, covering 26 enterprises and over 60 individuals this year [1]. - The training aims to prevent violations by raising awareness of common risks such as the misuse of absolute terms and medical terminology [1]. Group 2: Support Chain - The support chain provides tailored services to address the urgent needs of enterprises in advertising. A list of potential enterprises has been established, and dynamic management is implemented with "one enterprise, one policy" [2]. - The bureau has provided comprehensive guidance on advertising content design and pre-release reviews for 16 key enterprises, identifying and correcting 30 instances of improper terminology [2]. Group 3: Regulatory Chain - The regulatory chain emphasizes a balanced approach to regulation and support, establishing a comprehensive monitoring framework. This includes a technology-driven monitoring platform that has reviewed 30,000 advertisements this year, identifying 3 illegal cases [2]. - Special inspections have been conducted in high-risk sectors such as beauty, health food, and education, resulting in 2 cases of illegal advertising being filed and fines totaling 4,000 yuan [2]. - A "service-oriented law enforcement" approach has been adopted, allowing for the exemption of penalties for 12 minor violations that were promptly rectified, promoting self-regulation among enterprises [2]. Group 4: Overall Impact - The integration of the three chains has led to improved order in the advertising market, enhanced compliance capabilities among enterprises, and a better business environment, supporting the healthy development of the county's economy [2].

Group 1 - The training session organized by the market supervision administration aimed to standardize online trading and advertising practices, enhance compliance awareness among operators, and strengthen market regulation [1] - Over 40 participants, including online trading platform operators, traders, and live streamers, attended the training, which included discussions on various laws and regulations related to e-commerce and consumer rights [1][2] - Key topics covered included the public disclosure of qualifications, responsibilities of operators, advertising content requirements, false advertising, and compliance in live streaming sales [1] Group 2 - The market supervision department plans to conduct regular training sessions to assist online traders in standardized operations and to protect consumer rights while maintaining market order [2] - The emphasis was placed on the legal responsibilities of online traders and the importance of self-examination of published information and advertisements [1][2] - The department will continue to enhance guidance and services for operators while increasing efforts to combat false advertising and unfair competition [1]