近日，市场监管总局在充分调研的基础上，研究起草了《广告引证内容执法指南（征求意见稿）》（以下简称《指南》）， 对"广告引证内 容""引证广告"的概念、广告引证内容应当遵守的一般性原则和合规要求进行细化；对群众反映集中的"销量第一、市场占有率第一"等广告 宣传用语是否属于违法使用绝对化用语作出回应；对引证广告中广告经营者的认定和法律责任进行明确。为更好听取社会各方面意见，市场 监管总局就《指南》公开征求意见，为期一个月。 广告是广大经营主体参与市场竞争的重要手段之一。近年来，部分经营者以明显量身定制的研究报告等为依据，在广告宣传中进行"萝卜坑 式引证"，人为制造"首创""第一"等噱头；部分经营者在广告中采用"大字吸睛、小字免责"等手段，着力突出商品或服务卖点的同时，显著 弱化可能影响消费购买决策的不利信息。上述行为扰乱市场秩序，加剧"内卷式"竞争，损害消费者合法权益，需要进一步加以规范。 二、发送电子邮件至ggsjd@samr.gov.cn，邮件主题请注明"XX关于广告引证内容执法指南的意见"。 三、邮寄信函至北京市海淀区马甸东路9号市场监管总局广告监管司（邮政编码：100088），并在信封上注明"关于广告引证 ...

Core Viewpoint - The joint statement from Li Auto, China Automotive Technology & Research Center, and Dongfeng Liuzhou Motor aims to address the controversy surrounding the crash test of the Li Auto i8, highlighting the need for clarity in legal boundaries regarding advertising and competition [1][6]. Group 1: Joint Statement and Apologies - Li Auto and China Automotive Technology & Research Center issued apologies for the potential brand association risks caused by the dissemination of related content [1]. - Dongfeng Liuzhou Motor called for the resistance of unfair competition and adherence to legal and compliant business practices [1]. Group 2: Legal Implications - The initial video presentation by Li Auto may lead to consumer concerns regarding the safety of Dongfeng Liuzhou Motor's "Chenglong" trucks, potentially harming its reputation [2]. - The current laws on unfair competition and advertising need to be examined, particularly whether the initial video constitutes infringement or violates the Advertising Law [3][4]. Group 3: Advertising Law Violations - If the crash test parameters were not fully disclosed, it could violate the principle of advertising authenticity as per the Advertising Law, potentially leading to claims of false advertising [3][4]. - Selectively showcasing favorable footage without disclosing critical parameters may result in misleading promotion [3]. Group 4: Risk Mitigation Strategies - Li Auto should publicly disclose complete test parameters and clarify that results pertain only to specific scenarios [5]. - China Automotive Technology & Research Center could issue a written statement emphasizing that the tests were conducted per the client's requirements [5]. - Dongfeng Liuzhou Motor may consider third-party testing of its trucks to validate safety claims and guide public perception regarding non-standard tests [5]. Group 5: Industry Lessons - The incident serves as a warning for companies to ensure that promotional content is grounded in factual accuracy and to respect legal boundaries in competitive practices [6]. - Companies should strive for transparency and integrity in advertising to foster a fair competitive environment in the automotive industry [6].