征求意见稿对"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。 【纠错】 【责任编辑:邱丽芳】 新华社北京12月12日电（记者赵文君）市场监管总局12日发布《广告引证内容执法指南（征求意见 稿）》，在为期一个月时间内向社会公开征求意见。 广告是广大经营主体参与市场竞争的重要手段之一。据介绍，部分经营者以"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，在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。这些行为扰乱市场秩序，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。 ...

智通财经APP获悉，12月12日，为进一步完善广告监管制度，针对当前广告市场反映比较集中的问题， 市场监管总局起草了《广告引证内容执法指南(征求意见稿)》，并公开征求意见。《指南》提到，引证 广告中含有商品的性能、功能、用途、规格、有效期限、优惠条件等内容的，不得利用减小字号、改变 字体或者使用与背景相近颜色文字等可能使消费者难以辨明的方式进行补充说明，对商品的性能、功 能、用途、规格、有效期限、优惠条件等作出限缩或者不符合常理常识的解释。 引证广告中使用细分行业、细分领域或者细分区域"最佳"，或者销量、销售额、市场占有率"第一"等用 语进行宣传，但相关行业、领域小于国民经济行业分类等国家标准或者行业标准规定，或者相关地域小 于省级行政区域，可能导致消费者对经营主体及其产品、服务的市场地位、竞争优势产生误解的，不属 于《广告绝对化用语执法指南》第六条第六项规定的豁免情形。 原文如下： 市场监管总局关于公开征求《广告引证内容执法指南(征求意见稿)》意见的公告 为落实《中华人民共和国广告法》规定，进一步完善广告监管制度，针对当前广告市场反映比较集中的 利用在广告中引用第三方报告，批量制造细分领域"行业第一"、加剧 ...

为巩固广告市场秩序专项整治成果，防止违法违规广告反弹，持续净化广告市场环境，镇原县市场监督 管理局于11月起组织开展为期一个月的广告监管"回头看"专项行动。行动坚持问题导向与效果导向，聚 焦既往问题、重点领域与长效机制建设，取得阶段性成效。 聚焦问题清单，实施精准"复诊"。以2025年以来省级广告监测、专项检查、投诉举报中发现的违法违规 广告为切入点，建立"问题广告主体清单"与"重点风险广告清单"，做到目标明确，重点突出。一是靶向 复查整改情况。对清单内涉及的主体进行全覆盖式实地回访与线上巡查，重点核查此前下架、删除的违 法广告是否已彻底清除，责令修改的广告内容是否已合规发布，要求建立的内部审核制度是否已落地执 行。截至目前，共复查相关经营主体28家，其中5家已全部整改到位，整改完成率达100%。二是深挖关 联风险隐患。在复查既定问题的同时，执法人员对相关主体当前正在发布的广告进行延伸检查，查看是 否存在"换马甲"、打"擦边球"等新型违法问题，实现"查处一个、规范一片"的效果。 完善长效机制，巩固常态成效。把"回头看"作为检验过去工作的"考卷"，更突出对常态化监管的"规划 图"。一是动态更新监管台账。根据"回 ...

Core Insights - The Chinese advertising industry is experiencing robust growth, with the development index reaching 128.4 points, a year-on-year increase of 8.0% [1] - In 2024, the advertising revenue for national advertising agencies and large enterprises is projected to be 1,546.41 billion yuan, reflecting a growth of 17.9% compared to the previous year [1] - China is expected to maintain its position as the second-largest advertising market globally and the largest in the Asia-Pacific region, with the fastest growth in advertising revenue among the top 10 global markets [1] Industry Trends - Digital advertising is a key driver of sustainable growth and innovation in the advertising sector, with internet advertising revenue projected to grow by 24% in 2024, accounting for 86.5% of total advertising revenue [1] - Traditional media is accelerating its digital transformation, while emerging media is contributing to market expansion, leading to the formation of new productive forces in the advertising industry [1] Regulatory Developments - The State Administration for Market Regulation has revised the "Internet Advertising Management Measures" and issued guidelines to enhance the regulation of internet advertising, addressing issues such as false and illegal advertisements [2] - In the first quarter of this year, regulatory authorities handled 5,642 cases of illegal internet advertising, imposing fines totaling 50.918 million yuan, thereby maintaining order in the advertising market [2] - The advertising market order index reached 124.8 points, a 4.8% increase from the previous year, with 46,900 illegal advertising cases expected to be handled in 2024, maintaining a similar level to the previous year [2] Regulatory Framework Enhancements - The State Administration for Market Regulation is revising several advertising regulations to improve the transparency, predictability, and operability of advertising regulations [3] - The agency is focusing on preventing inappropriate commercial activities under the guise of commemorative events and is committed to maintaining ideological safety in commercial marketing [3] - A nationwide campaign has been launched to rectify advertising market order in key areas, aiming to create a fair and orderly advertising environment that satisfies the public [3]

Group 1 - The core viewpoint of the articles emphasizes the importance of strengthening advertising regulation in the livelihood sector to maintain a fair advertising market and protect consumer rights [1][2] - The regulatory focus is on key industries related to daily life, such as medical, pharmaceutical, and food sectors, aiming to combat false advertising and misleading consumer practices [1] - The regulatory approach includes a "double random, one public" platform for inspections, ensuring a systematic and transparent oversight process [1] Group 2 - A total of 27 business entities were inspected, resulting in 3 immediate rectification notices issued for non-compliant advertising content [2] - The next steps involve the local market supervision authority focusing on consumer protection and creating a safe consumption environment, while enhancing the integrity of the advertising market [2] - The initiative includes promoting legal awareness among business operators regarding advertising laws to strengthen industry self-discipline [1][2]