Core Viewpoint - The article discusses the significant advancements in China's advertising industry over the past decade, particularly following the implementation of the revised Advertising Law in 2015, which has led to a more regulated and competitive market environment [2]. Group 1: Strengthening of Advertising Guidance Regulation - The 2015 Advertising Law expanded the scope of advertising publishers to include individuals, significantly increasing the number of advertising participants and fostering a highly competitive market [3][4]. - The emphasis on advertising guidance regulation has become a top priority for market supervision, promoting positive cultural values and narratives [4]. Group 2: Shift in Regulatory Focus to Internet Media - By 2016, internet advertising accounted for over 50% of the total advertising revenue in China, with projections indicating that by 2024, internet advertising revenue will reach 8,919.1 billion yuan, representing 86.5% of total advertising revenue [6]. - In 2024, market regulators handled approximately 46,900 cases of illegal advertising, with over 30,000 cases related to internet advertising, highlighting the shift in regulatory focus [6]. Group 3: Transition to Intelligent Regulatory Models - The rapid growth of internet advertising necessitated a shift from traditional regulatory methods to technology-driven monitoring systems, leading to the establishment of national internet advertising monitoring centers [8]. - The implementation of intelligent monitoring has significantly improved regulatory efficiency and effectiveness in curbing illegal advertising [8]. Group 4: Shift from Pre-emptive to Post-Event Regulation - The regulatory approach has evolved from a focus on pre-approval processes to a system that emphasizes post-event monitoring, with the number of required approvals significantly reduced since 1994 [10]. - This shift allows for more efficient oversight of advertising practices, focusing on compliance after advertisements are published [10]. Group 5: Systematic and Regularized Enforcement - Since the implementation of the 2015 Advertising Law, advertising monitoring has become a systematic and regularized process, with a focus on key areas such as healthcare and consumer goods [12]. - Continuous enforcement efforts have effectively reduced the prevalence of false and misleading advertisements [12]. Group 6: Collaborative Regulatory Efforts - The complexity of the advertising landscape has necessitated a collaborative approach to regulation, involving multiple government agencies and industry stakeholders [15]. - The establishment of a social supervision system aims to enhance compliance and promote a healthy advertising market [15]. Group 7: Emerging Challenges - The article identifies three key challenges in advertising regulation: the blurring lines between commercial advertising and non-advertising promotions, the lack of regulatory frameworks for new consumer products, and outdated enforcement measures for online advertising [15].

Core Viewpoint - The article discusses the significant achievements and ongoing developments in China's advertising industry over the past decade, particularly in the context of the implementation of the new Advertising Law and the evolution of advertising regulation [2][3]. Group 1: Advertising Regulatory Framework - The gradual improvement of the advertising regulatory framework has been a fundamental prerequisite for the achievements in the advertising industry [3]. - Three main driving forces for the enhancement of the advertising regulatory system include the implementation of Xi Jinping's Thought on Socialism with Chinese Characteristics for a New Era, the rapid development of the internet economy, and the modernization of market regulation [3]. Group 2: Maturation of Advertising Guidance Regulation - The concept of "guidance regulation" in advertising has matured over time, initially lacking explicit mention in the 2015 revised Advertising Law [4][5]. - The emphasis on "advertising must adhere to correct guidance" was highlighted by Xi Jinping, leading to increased attention from advertising regulatory bodies [5][6]. - The recognition of the importance of political awareness and social opinion management in advertising has become more pronounced, with various policy documents issued to strengthen guidance regulation [6][7]. Group 3: Enrichment of Advertising Regulatory Content - The most significant changes in the advertising regulatory system over the past decade have occurred in the realm of internet advertising [10]. - The rapid growth of internet advertising, which has seen annual increases exceeding 40% since 2011, has necessitated updates to the regulatory framework, as the 2015 Advertising Law quickly became inadequate [11][12]. - The introduction of the "Interim Measures for Internet Advertising Management" in 2016 aimed to address the shortcomings of the 2015 Advertising Law [12][14]. Group 4: Modernization of Advertising Regulation Models - The establishment of a unified national market regulatory body in 2018 marked a shift from a fragmented regulatory model to a more integrated approach [17]. - The modernization of market regulation emphasizes social governance, unified enforcement standards, and collaborative governance involving multiple stakeholders [17][18]. - The integration of smart regulatory tools and credit-based supervision has become increasingly important in the advertising regulatory landscape [18].