中国市场监管部门规范互联网广告可识别性，推动行业规范发展
中新网北京8月23日电 (记者 刘亮)中国国家市场监管总局23日发布的《互联网广告可识别性执法指南》(以下简称《指南》)，将推动互联网广告业规范发展，帮助消费者辨明互联网广告与非广告信息，保护消费者合法权益。
《指南》的发布，旨在解决当前互联网广告泛滥、信息真假难辨、消费者权益受损等问题，为互联网广告行业发展提供清晰的法律依据和监管标准。
《指南》在规范和增强互联网广告可识别性方面具有以下亮点：
- 细化标注规则，明确责任义务： 《指南》细化了标注“广告”的义务主体、具体方式，明确了相关广告活动主体在提升互联网广告可识别性方面的责任义务，有效解决了“谁来标注、怎么标注”的问题，让监管规则更加清晰透明、可预期。
- 降低企业合规成本，提供灵活标注方式： 《指南》丰富了“广告”的标注方式，允许广告发布者通过语音提示等方式进行标注，同时首次明确了可以对相关互联网广告进行“打包”标注的场景，以替代逐条标注，使监管规则更加科学，降低企业合规成本。
- 体现监管执法温度，避免机械执法： 《指南》列举了互联网信息商业属性特别显著、不易使消费者产生混淆的具体情形，并明确规定市场监管部门可以直接认定此类广告具有可识别性，以避免机械执法给广告经营主体造成困扰。同时，《指南》强调了在互联网广告可识别性执法中可以不予行政处罚的具体情形，有助于切实规范处罚裁量。
- 顺应技术发展趋势，鼓励人工智能技术规范发展： 针对当前人工智能(AI)技术、深度合成技术在互联网广告领域大规模运用的发展趋势，《指南》采用引导性条款，鼓励广告发布者主动提示广告使用人工智能技术的情况，有利于后续完善相关监管规则，促进人工智能技术规范发展。
市场监管部门表示，《指南》的出台，有利于通过稳定、透明、规范、可预期的广告监管规则，切实提升经营主体的信心和活力；有益于促进广告经营主体增强合规意识、提升诚信水平，推动互联网广告业规范和高质量发展。
《指南》的发布，标志着中国互联网广告监管进入新的阶段，将有效维护消费者权益，促进互联网广告行业健康发展。
英语如下：
China Takes Action! New Regulations to Enhance Recognizability of Internet Advertisements
Keywords: Advertising regulation, recognizability, consumer rights
News Content:
China’s Market Regulation Authority Enhances Recognizability of Internet Advertisements to Promote Industry Development
BEIJING, Aug. 23 (Xinhua) –The State Administration for Market Regulation (SAMR) of China released the “Enforcement Guidelines for the Recognizability of Internet Advertisements” (hereinafter referred to as the “Guidelines”) on August 23rd, aiming to promote the standardized development of the internet advertising industry, help consumers distinguish between internet advertisements and non-advertising information, and protect consumer rights.
The release of the “Guidelines” aims toaddress the current problems of rampant internet advertising, difficulty in discerning the authenticity of information, and consumer rights infringement. It provides clear legal basis and regulatory standards for the development of the internet advertising industry.
The “Guidelines” have the followinghighlights in terms of regulating and enhancing the recognizability of internet advertisements:
- Detailed labeling rules, clarifying responsibilities and obligations: The “Guidelines” specify the entities responsible for labeling “advertisements,” the specific methods, and clarify the responsibilities and obligations of relevant advertising activity entities in enhancing the recognizability of internetadvertisements. This effectively addresses the issue of “who labels and how to label,” making regulatory rules clearer, more transparent, and predictable.
- Lowering compliance costs for enterprises, providing flexible labeling methods: The “Guidelines” enrich the labeling methods for “advertisements,” allowing advertisers to label through voice prompts, etc. It also clarifies for the first time the scenarios where relevant internet advertisements can be “packaged” and labeled instead of being labeled individually, making regulatory rules more scientific and reducing compliance costs for enterprises.
- Reflecting the temperature of regulatory enforcement, avoiding mechanical enforcement: The “Guidelines” list specific situations where the commercialnature of internet information is particularly prominent and unlikely to cause confusion among consumers. It also explicitly states that market regulatory authorities can directly determine that such advertisements are recognizable, avoiding mechanical enforcement that could cause trouble for advertising operators. Meanwhile, the “Guidelines” emphasize the specific circumstances where administrative penalties may not be imposed in the enforcement ofinternet advertising recognizability, helping to effectively regulate penalty discretion.
- Keeping pace with technological trends, encouraging the standardized development of artificial intelligence technology: In response to the current trend of large-scale application of artificial intelligence (AI) technology and deep synthesis technology in the field of internet advertising, the “Guidelines” adoptguiding clauses to encourage advertisers to proactively indicate the use of AI technology in advertisements. This is conducive to the subsequent improvement of relevant regulatory rules and the promotion of standardized development of AI technology.
The market regulatory authorities stated that the release of the “Guidelines” will help to enhance the confidence and vitality of operators through stable,transparent, standardized, and predictable advertising regulatory rules. It will also benefit in promoting advertising operators to enhance their compliance awareness and improve their integrity, thereby promoting the standardized and high-quality development of the internet advertising industry.
The release of the “Guidelines” marks a new stage in the regulation of internet advertising in China, which will effectively protect consumer rights and promote the healthy development of the internet advertising industry.
【来源】http://www.chinanews.com/cj/2024/08-23/10273755.shtml
Views: 1