New regulations introduced online advertising Taobao 58 Baidu and other platforms were Renovation.docx
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NewregulationsintroducedonlineadvertisingTaobao58BaiduandotherplatformswereRenovation
Newregulationsintroducedonlineadvertising:
Taobao,58,BaiduandotherplatformswereRenovation
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StateAdministrationforIndustryandCommerceJuly8,2016issuedthe‘InterimMeasuresonManagementofInternetadvertising’(hereinafterreferredtoas‘InterimMeasures’),willtakeeffectonSeptember1,2016.Theprovisionsofthe‘InterimMeasures’fromInternetadvertisingaimedatthereality,theimplementationofthenew‘AdvertisingLaw’,regulatingInternetadvertisingactivities,protectingthelegitimaterightsandinterestsofconsumers,andpromotethehealthydevelopmentofInternetadvertising,tomaintainfaircompetitioninthemarketeconomicorder.
‘Rules’clearlyincludesonlineshoppingareasshoppingsearchengineascouringnettosetupthenetworktradingplatforminsidetheshoppingsearchengineTaobao,Jingdong,theestablishmentofpaidsearchservicesareinaninformationexchangeplatformforinternalsearchsystem58cityandotherInternetAdvertisingCategory,requiresadvertisingtobeclearlyrecognizableasalogoadvertising,internetadvertisingplatformshouldbestrictlyinaccordancewiththelawreviewofadvertisers.
Interpretationofthe‘InterimMeasures’
‘InterimMeasures’ontheextensionofInternetadvertisingconceptsaredescribed,‘theprovisionsofInternetadvertising,isthroughthesites,pages,InternetapplicationsandotherInternetmedia,text,images,audio,video,orotherformsofdirectorindirectlysellcommercialgoodsorservices‘includes:
tosellgoodsorservicesforthepurposeofcontainingthelinktext,imagesorvideosandotherformsofadvertising,emailadvertising,paidsearchadvertising,commercialaswellasdisplayadsotherInternetadvertisingmediabusiness.
‘InterimMeasures’requirements,Internetadvertisingshouldbedistinguishable,prominentlymarked‘advertisement’toenableconsumerstoidentifyitasadvertising.Paidsearchadvertisingandorganicsearchresultsshouldbeclearlydifferentiated.Internetadvertisingadvertisersresponsiblefortheauthenticityoftheadcontent,adpublishers,advertisingagentsperformidentificationdocumentsinaccordancewiththe‘AdvertisingLaw’,andchecktheadcontentobligations.
At7:
00ontheJuly8,2016,inasearchenginekeywordsearchresultsfor‘hospital’afterwhichmarkeda‘businesspromotion.’
Internetadvertisingviolations,‘InterimMeasures’providesfortheprincipleofjurisdictiontojurisdictionoverthelocation-basedadvertisingpublishers,advertiserslocation,advertisingagents,supplementedjurisdictionoverthelocation.Internetadvertisingisgenerallyillegalbytheadpublisherlocationjurisdiction;iftheadvertiserlocation,localindustrialandcommercialoperatorsadvertising,marketregulatorsfirstdiscoveredillegalcluesorreceivecomplaintsandreportscanalsobecarriedjurisdiction.Advertisersself-publishadvertising,governedbytheadvertiserlocation.
‘InterimMeasures’alsoprovidesInternetadvertisingprogrambuyingdutiesandresponsibilitiesofthepartiesinvolvedinthemainbusinessmodel,thebehaviorofInternetcampaignnorms,business,marketregulatoryauthoritiesintheinvestigationofillegalInternetadvertisingwhenyoucanexerciseauthority,andtheimplementationofviolationsoflegalliability.
PaidsearchserviceisawaytopromotethenetworkInternetinformationsearchserviceprovideroffersitscustomersPay-;itscorefeaturescustomerssettheirownpricesaccordingtokeywordsandclickuserclickspayingcustomerpromotionmessageinthesearchresults(usuallythefrontposition),ifnottheuserclicksthepromotionfeeisnotcharged.Internetexpertspointedout:
‘‘InterimMeasuresonManagementofInternetadvertising‘radiationtotheentireInternetindustry,suchasBaidu,Alibaba,Tencent,JingdongandothertopdomesticInternetcompanieswillbecomethe’measures‘managedobject.’
ItisunderstoodthatourcommonsearchenginesarethemaintypesofgeneralWebsearchenginesandverticalsearchengineindustry:
namelygeneralwebsearchengineBaidusearch,Sogousearch,360searchandothermajorsearchenginesites;industryverticalsearchengineisusedinaparticulartradeorprofessionalsearchengine,suchastheprovisionoflogisticsinformationdissemination,searchquerieslogisticssearchengineChinalogisticsnetworkasthegloballogisticsindustry,foronlineshoppingareasshoppingsearchengineascouringnet,setupshopattheonlinetradingplatformsearchengineTaobao,Jingdong,setupinformationexchangeplatformforinternalsearchsystem58cityandsoon.
Industryexpertsbelievethat:
before‘measures’introduced,wasneverabletosetradiationmonitoringofallInternetindustryregulations.Promulgatedthe‘Measures’alsowillgraduallyguidetheInternetindustrytowardstandardization,whichisprotectedbytherelevantgovernmentdepartmentsforInternetusers.
SAIC:
May-Novembertostrengthenthenetworkmarketregulatorygovernanceoffalseandillegaladvertisingnetwork
AccordingtotheChinaElectronicCommerceResearchCenter(100EC.CN)understand,asearlyasMaythisyear,SAICissuedadocumentsaidthatthedecisionthisyearfromMaytoNovember2016tocarryoutasystem-widenetworkmarketsupervisionspecialaction,andresolutelycrackdownonillegalonlinemarketappearsviolations,includingtheInternetgovernancefalseandillegaladvertisements,trademarkinfringementandotherillegalactivitiesagainstthenetworkandsoon.
SAICwebsitefilesScreenshots
Specificcontrolmeasureshave9:
1,focusingonkeycommodities,strengthenmonitoringandsupervision;2,theimplementationofreal-namesystemshop,standardizednetworkmanagementbody;3,strengthenqualitysupervisionofcommoditytradingnetwork;4,tocombatcybertrademarkinfringementviolations;5,internetgovernancefalseandillegaladvertising;6,strengthencompetitionlawenforcement,maintainfaircompetitionorder;7,concentrationandcontrolnetworktradingplatformissues;8,smoothchannelnetworkrights,thefightagainsttheinterestsofconsumersrow;9,strengthencreditsupervisionandimplementationofthenetworkillegalpenalizingbad.
Annex‘InternetadvertisingsupervisionandmanagementofInterimMeasures(draft)’infull:
ThefirstistoregulatetheInternetadvertisingactivitiestopromotethehealthydevelopmentofInternetadvertisingtoprotectthelegitimaterightsandinterestsofconsumersandsafeguardfaircompetitioninthemarketeconomicorder,andInternetadvertisingtoplayanactiveroleinthesocialistmarketeconomy,accordingto‘People’sRepublicofChinaAdvertisingLaw‘‘relevantprovisionsofthePeople’sRepublicofChinaconsumerprotectionlaw‘,’People’sRepublicofChinaAgainstunfaircompetitionlaw‘,’Internetinformationservices‘andotherrelevantlawsandregulations,developmentofthisapproach.
ArticleInternet(includingthemobileInternet)asamediumimplementedcommercialactivitiesinaccordancewiththepresentapproachtothemanagement.
ThethirdtermoftheInternetadvertisingmeansthroughvariousInternetsites,e-mail,aswellasfromthemedia,forums,instantmessagingtools,softwareandotherInternetmediaresources,text,images,audio,videoandotherformsofreleaseallkindsofcommercialdisplay,link,mail,paidsearchresults,suchasadvertising.
IntheinformationaboutthegoodsorservicespublishedontheInternet,exceptinaccordancewiththerequirementsofnationalstandardsorindustrypracticessuchgoodsorservicesinkindgraphicshouldbemarkedgoods,modeofservice,thenatureofthepackagingtext,picturesandotheridentifyinginformationotherthantheothertext,graphics,images,etc.,inlinewiththecharacteristicsofcommercialadvertisingforInternetadvertising.Drugs,medicalandotherstatelawsandadministrativeregulationshavespecialprovisions,inaccordancewithitsspecificprovisions.
EndorsersRecommendedgoodsorinformationservicesontheInternet,Internetadvertising.
ArticleThetermInternetadvertisingoperators,advertisersprovideInternetadvertisingdesign,production,agencyserviceofnaturalpersons,legalpersonsorotherorganizations.
ThetermInternetadvertisingpublisher,referstotheadvertisersoradvertisingagentsentrustedbyInternetadvertisingoperator,atitsownoranotherInternetadvertisingmediaresourcesofnaturalpersons,legalpersonsorotherorganizations.
ThetermendorsersmeansadvertisersoutsideoftheInternetadvertisingforgoods,services,asrecommended,proofoflegalpersonsorotherorganizations.
Article5Advertisersmeetoneofthefollowingcircumstances,advertisingagents,advertisingspokesman,Internetinformationserviceproviders,aswellasInternetadvertisingPublisher:
(A)thecontentofInternetadvertisinghastheultimaterighttomodifythedecision;
(B)publishadvertisinginformationstoredinthiswebsitesiteoperators;
(Ii)self-publishtheadinitsownmainwebsite;
(Iv)Article12oftheothersusetheInternetmediaresources,releasestoredintheadvertisinginformationonthissiteisadvertisingoperatorspecified;
(E)throughavarietyofInternetmicroblogging,forums,instantmessagingtoolsfromthemediaresourcesforcommoditiesorservicesrecommended,proofofendorsers.
ArticleInternetadvertisingoperator,publisher,shallapplyforbusinessregistrationandbusinessregistrationinformationloadedintheapparentpositionofitsInternetmediaresources.
EngagedinInternetadvertising,publish