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].