Regulations on the Administration of Advertising in Zhejiang Province (Revised in 2020)

Article 1 In order to regulate advertising activities, protect the legitimate rights and interests of consumers, promote the healthy development of the advertising industry, and maintain the social and economic order, according to the "People's Republic of China *** and the State Advertising Law" and other relevant laws and administrative regulations, combined with the actual situation in this province, the formulation of these regulations. Article 2 The administrative region of this province to engage in advertising activities and supervision and management of advertising activities, the application of these regulations.

The advertising referred to in these regulations refers to the merchandise operators or service providers themselves or commissioned by others, through radio, television, film, newspapers, periodicals, printed materials, outdoor advertising facilities, public **** transportation, the Internet and other media, text, pictures, audio, video, physical molds and other forms, directly or indirectly, to introduce their own marketing of goods or services. The commercial publicity.

Public service advertising management in accordance with relevant state regulations. Article 3 The people's governments at or above the county level shall strengthen the leadership of the supervision and management of advertising in the administrative region, establish and improve the joint conference system for the rectification of illegal advertisements, and incorporate into the financial budget the funds required for the supervision and management of advertising.

The market supervision and management departments of the people's governments at or above the county level shall be in charge of the supervision and management of advertising in their administrative areas.

Network information, press and publication, radio and television, health, housing and urban-rural construction, transportation, agriculture and rural areas, financial supervision and management, communications management, drug supervision and management and other departments shall be responsible for the work related to the management of advertising within their respective areas of responsibility. Article 4 Advertisements shall be truthful and lawful, adhere to the correct orientation, express the contents of advertisements in healthy forms of expression, promote socialist core values and the excellent traditional culture of the Chinese nation, and conform to the requirements of the construction of socialist spiritual civilization. Article 5 Advertisements shall be recognizable, enabling consumers to identify them as advertisements.

Advertisements released through the mass media shall be significantly labeled or prompted with "advertisements" in the form of text, sound and other forms to distinguish them from other non-advertising information. Continuous broadcast of multiple audio advertisements, the first advertisement should be broadcast before a significant reminder.

Internet paid search ads should be significantly marked "advertising", and natural search results clearly distinguishable. Article 6 laws, regulations, rules and regulations provide that advertisements should be expressed in the content, should be prominent and clear.

The following advertisements shall be required to indicate the relevant content:

(1) advertisements involving preferential content, shall indicate the preferential variety of goods or services (items), conditions, time limits, and the magnitude or amount;

(2) advertisements to promote the sale of goods with special attachments, shall indicate that the goods need to be purchased separately;

(3) advertisements that require review of the content of the advertisement, shall be required to be clearly indicated. Laws and administrative regulations shall review the advertisements, shall indicate the approval number of the advertisement review. Article 7 The advertisements shall not use "national", "top", "best" and other terms with the same meaning to directly or indirectly introduce the goods or services being promoted.

Advertisements shall not be deemed to have violated the provisions of the preceding paragraph if any of the following circumstances apply:

(1) the use of "earliest", "first" and other terms indicating temporal and spatial order;

(2) the use of "The company's newest products," "the product of the top style" and other terms to indicate self-comparison;

(c) the use of "consumer satisfaction first" "Customer First" "Strive for the best" and other terms to express the business philosophy and goals;

(d) the use of laws, regulations and relevant provisions of the State awards, titles, or in accordance with national standards, industry standards identified as Commodity or service grading terms, containing "national", "top", "best" and other terms with the same meaning. Article 8 An advertisement that deceives or misleads consumers with false or misleading content constitutes false advertising.

Advertisements with one of the following circumstances, which have a substantial influence on consumers' purchasing behavior, constitute false advertisements that deceive or mislead consumers with misleading contents as stipulated in the preceding paragraph:

(1) making one-sided advertisements or comparisons of commodities or services;

(2) publicizing commodities or services with ambiguous language;

(3) Advertise goods or services as generalized conclusions formed under specific conditions;

(d) other misleading circumstances.

Substantial influence referred to in the preceding paragraph means that the performance, function, origin, use, quality, specifications, composition, price, producer, expiration date, sales status, honors, promises, preferences and other information about the goods, or the content, provider, form, quality, price, sales status, honors, promises, preferences, and other information about services, sufficient to influence the consumer's purchasing decision. Article 9 In accordance with the laws and administrative regulations shall be examined advertisements, commodity operators or service providers shall be published in accordance with the content of the examination, shall not be edited, spliced, modified; need to be edited, spliced, modified, shall be re-submitted to the advertisement review authority for advertisement review. Article 10 The advertisement of food other than health food shall not publicize that it has specific health functions, nor shall it express or imply that it has specific health functions with the help of publicizing the role of certain ingredients.

The specific health functions referred to in the preceding paragraph refers to the health functions allowed to be claimed by the food safety supervision and management department for registration or record of health food.