Core Viewpoint - The State Administration for Market Regulation is drafting the "Enforcement Guidelines for Advertising Citation Content (Draft for Public Comment)" to clarify concepts related to advertising citations and compliance requirements, addressing issues of misleading advertising practices that disrupt market order and harm consumer rights [1]. Group 1 - The guidelines will detail the concepts of "advertising citation content" and "citation advertising," along with general principles and compliance requirements that must be followed [1]. - The guidelines will respond to public concerns regarding the legality of absolute terms in advertising, such as "sales number one" and "market share number one" [1]. - The guidelines will clarify the identification of advertising operators and their legal responsibilities in citation advertising [1]. Group 2 - The State Administration for Market Regulation emphasizes that advertising is a crucial tool for businesses in market competition [1]. - There has been a rise in misleading advertising practices, such as using tailored research reports to create false claims of being "first" or "original," which disrupts market order and intensifies unhealthy competition [1]. - The administration highlights the use of tactics like "large print for attention, small print for disclaimers" that obscure negative information affecting consumer purchasing decisions, indicating a need for further regulation [1].

Core Viewpoint - The State Administration for Market Regulation (SAMR) is soliciting public opinions on the draft "Guidelines for the Enforcement of Advertising Citation Content," aiming to regulate advertising practices and ensure compliance with legal standards [1]. Group 1: Purpose and Scope of the Guidelines - The guidelines aim to enhance the effectiveness of regulatory enforcement regarding advertising citation content, providing a reference for local market regulation departments [2]. - Advertising citation content refers to data, statistics, survey results, excerpts, and quotations from third parties related to the promoted goods or services [2][3]. Group 2: Compliance Requirements - Advertising citation content must be truthful, accurate, and legal, prohibiting the use of fabricated or unverifiable information that could deceive or mislead consumers [3]. - Advertisers are responsible for the authenticity, accuracy, and legality of all advertising content, including citation content, and must bear the burden of proof [4]. Group 3: Standards for Data and Statistics - Data cited in advertisements must be obtained through experiments, measurements, or inspections conducted by qualified institutions, adhering to national standards and regulations [4]. - Statistical data or survey results used in advertisements should be derived from scientifically valid methods, ensuring broad and reasonable sampling [5]. Group 4: Citation and Attribution - Advertisements must accurately indicate the source of citation content, including the names of institutions or authors and the titles of referenced literature [5][6]. - When citing journals or internet sources, advertisements must provide specific details such as journal names, issue numbers, and access paths [7].