Core Viewpoint - The article discusses the evolution and challenges of China's advertising law over the past decade, emphasizing the need for a regulatory framework that adapts to digital marketing trends and reduces excessive regulation [1][10]. Group 1: Evolution of Advertising Law - The implementation of the new Advertising Law has led to significant growth in the scale and quality of the advertising industry in China, creating a healthier market ecosystem [1]. - The regulatory framework has evolved to address emerging sectors such as internet advertising and celebrity endorsements, with specific guidelines established to fill regulatory gaps [1][2]. Group 2: Challenges Faced by Advertising Regulation - The traditional advertising regulation model is increasingly challenged by technological advancements and the shift to digital marketing, which has transformed how advertisements are disseminated [4][5]. - New marketing methods, such as algorithm-driven recommendations and live-streaming sales, complicate the application of existing advertising laws, as they do not fit neatly into the traditional regulatory framework [6][7]. Group 3: Need for Regulatory Reform - The article advocates for a dual transformation of the advertising law system: deregulation and digitalization, to better align with current market practices [9][10]. - Deregulation should focus on establishing basic safety lines rather than imposing stringent pre-approval processes for all advertising activities [9][10]. - Digitalization requires the advertising law to address the unique challenges posed by online marketing, necessitating updates to existing regulations or the creation of new legal frameworks [11]. Group 4: Reflection on Enforcement Issues - The article highlights the need to reassess certain enforcement practices, such as the absolute prohibition of misleading language, which may not always mislead consumers in the digital age [12]. - A balanced approach is necessary to protect consumer rights while allowing for effective marketing practices, reflecting the changing landscape of consumer behavior in the internet era [12].

21世纪经济报道记者 高江虹 实习生 金小童 北京报道 618即将进入尾声，尽管电商平台各种促销活动声势浩大，文旅市场这边仍旧没多少节庆大促的喧嚣。 "相较去年，今年618的销售量和价格，稳中有降。"拥有百万粉丝的旅游垂直自媒体旅行雷达主理人Leo 向21世纪经济报道直言，今年618有点淡。 21世纪经济报道记者从各大OTA平台和旅行社了解到，今年618文旅方面除了飞猪和马蜂窝认真在促 销，其他平台和旅企几乎都没有为618造势，甚至各造各的热点分散了618的人气。 美团平台尽管有618囤货节的宣传页面，但点进去再无618字眼，而是变成了"王牌爆品必囤清单"。其补 贴后的爆款价格与其他正在做618促销的平台相比，似乎颇有竞争力，也像是针对其他平台而来。 酒店方面，尽管飞猪深度整合资源，与国内外众多知名酒店品牌达成合作，在618期间推出多个有价格 吸引力的套餐，但合作酒店里却没包括华住酒店集团。 携程对618的态度颇为暧昧，明面上不推广，私下却有活动在酝酿。携程公共事务部总监付茜茜向记者 透露，携程5月重点放在有自家的"5.5好物节"，6月则有"6.6畅邮节"，主推邮轮等暑期旅行项目。目前 携程还悄悄准备于6月1 ...

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