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 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].