Deputy Director of State administration for industry and Commerce: Internet advertising regulation "plays"-Internet advertising-IT information
Xinhua News Agency, Beijing, August 31-topic: advertising Internet advertising will better regulation of market order "plays"--Deputy Director of the Administration for industry and Commerce of rain on the first anniversary of the implementation of the new law
On September 1, 2015, the new advertising law into effect. This year, changes in the order of the advertising market in China? Advertising market regulation what measures would be taken in the future? 31st interview with Deputy Director of the State administration for industry and Commerce of rain.
Order of the advertising market continued to improve
Advertising is everywhere. It is good, the problem is, false illegal advertisements against the interests of consumers, the hated.
New method in advertising, medicine and health food, tobacco, Internet advertising, and many have had stricter rules, but can really be "history", also cast the law enforcement practice.
Gan Lin introduced last year, China's industrial and commercial, market regulator deal with all cases of illegal advertisements about 24,000 pieces, confiscated about 400 million Yuan, effectively deter illegal false advertisements. The same time, strengthen the adverse advertising regulation and to strengthen the enforcement of Internet advertising.
Monitoring shows that since September 2015, monitoring illegal advertisement data has remained at a low level for several months, advertising violation rate is decreased by 84.29% before the new law is implemented.
Gan Lin also pointed out that, although compared with before the enactment of the new law is implemented, historic improvement of the national advertising market order, but this is under high pressure and concentration and control of implementation of the regulatory authorities, still needs to be strengthened, there is no form to normal. Recently, fake illegal ads in some areas and media but also signs of a rebound, need to continue to keep the pressure situation.
Meanwhile, business and the media abide by discipline needs to be further improved, although the majority of enterprises and media advertising legal awareness has greatly improved, but there are still individual companies and media law consciousness and moral indifference, the blind pursuit of "eyeballs", issued some have a negative impact on advertising, need to further increase preventive treatment, and form an effective deterrent. In addition, advertising supervision met more new things and new issues, put forward new and higher requirements for supervision.
Advertising regulation modernization
Advertising in the form of more and more rich distribution channels are shifting from traditional media to new media such as the Internet, mobile phones, video, micro-blogging, micro-circle of friends can become advertising place. How to realize the effective supervision of the national advertising market?
Rain introduces business bodies and actively explore using data, Internet +, regulation, advertising monitoring system development, and constantly improve the modernization level of advertising regulation.
Traditional media advertising, administration for industry and Commerce and gradually perfect the function of advertising monitoring platform, expand the scope of advertisement monitor and steadily carry out the advertising monitoring extends to the media at the county level, improve advertising effectiveness monitoring.
Faced with fast-growing Internet advertising, administration for industry and commerce are speeding up Internet advertising monitoring center, is expected to cover the whole country by the end of the Internet advertising market share of about 90%.
In addition, promoting the construction of outdoor advertising monitoring platform will also be explored, currently in pilot areas for outdoor advertising monitoring.
Rain said that year, monthly monitoring platform monitoring television, radio, newspaper and Internet ads and nearly 5 million times, clues about the suspected illegal advertisements distributed throughout the investigation in a timely manner. All in all, good scientific and effective supervision to the order of the advertising market continued to improve, and create a good environment for the healthy development of the advertising industry.
Internet advertising regulation "plays"
Internet advertising has grown by leaps and bounds in China, much more than traditional media advertising momentum. Meanwhile, Internet advertising has also become a hot.
Rain said that, on September 1, the interim measures for the management of Internet advertising will be implemented. Interim measures highlight the characteristics of Internet advertising, problem-oriented, outstanding operability and strive to resolve urgent problems to be solved in the primary regulatory enforcement, clarify duties and responsibilities among the various participants.
This reporter has learned, how paid search identified problems have been widely followed. Interim procedures explicitly paid search is to sell goods or services for the purpose of changing the natural search ranking or position, belonging to the ad.
Starting from September 1, Internet advertising has significantly marked "advertisement" Word, so that consumers can identify it as advertising. Meanwhile, interim measures on program buying, Internet Publisher liability provisions.
Gan Lin introduced as interim measures of execution, Internet advertising monitoring center will be put into trial operation, will be formed based on the national Internet advertising monitoring capabilities of cloud computing, provides data acquisition for Internet advertising regulatory enforcement, illegal evidence, monitoring information and summary of results, such as an important technical support, advance to network management network.
"In particular is that the reign of the order of the advertising market, not pipe die advertising, but advertising industry healthy development, to better contribute to the economic and social development, services for consumers. "Showers said.
国家工商总局副局长：互联网广告将成监管“重头戏” - 互联网,广告 - IT资讯
新华社北京8月31日电题：广告市场秩序好转互联网广告将成监管“重头戏”——工商总局副局长甘霖谈新广告法实施一周年
2015年9月1日，新广告法正式实施。这一年来，中国广告市场秩序有何变化？未来对广告市场监管还将采取哪些举措？记者31日采访了国家工商总局副局长甘霖。
广告市场秩序持续好转
广告无处不在。它好处多，问题也不少，虚假违法广告侵害广大消费者权益，令人痛恨。
新广告法在广告代言人、药品和保健食品、烟草、互联网广告等很多方面有了更加严格的规定，但能否真正成为“史上最严”，还要看施法执法实际。
甘霖介绍，一年来，全国工商、市场监管部门共查处各类违法广告案件约2.4万件，罚没款约4亿元，有力地震慑了虚假违法广告行为。同时，大力加强不良广告整治力度，并着力强化互联网广告执法。
监测显示，2015年9月以来，监测违法广告数据已连续数月保持在较低水平，广告违法率比新广告法实施前下降了84.29%。
甘霖同时指出，虽然与新广告法颁布实施前相比，全国广告市场秩序实现历史性好转，但这是在监管机关的高压和集中整治之下实现的，基础还有待加强，尚没有形成常态。最近一段时间，虚假违法广告在个别地区和媒体还出现反弹苗头，需要持续保持高压态势。
同时，企业和媒体的守法自律意识还有待进一步提高，尽管广大企业和媒体的广告法律意识有很大的提升，但仍有个别企业和媒体法律意识和道德观念淡薄，一味追求“眼球效应”，发布一些具有不良影响的广告，需要进一步加大防范处置力度，形成有效震慑。此外，广告监管工作遇到了更多新事物、新问题，对监管提出了新的更高的要求。
广告监管方式更加现代化
广告的形式越来越丰富，发布渠道也正在从传统媒体转向互联网、手机等新媒体，视频、微博、微信朋友圈都能成为发布广告的地方。该如何实现对全国广告市场秩序的有效监管？
甘霖介绍，工商机关积极探索运用大数据、互联网+等监管方式，加强广告监测体系建设，不断提升广告监管现代化水平。
针对传统媒体广告，工商总局逐步完善广告监管平台功能，拓展广告监测范围，稳步推进广告监测对象向县级媒体延伸，提升广告监测效能。
面对发展迅猛的互联网广告，工商总局正在加快推进互联网广告监测中心建设，年底将有望覆盖全国互联网广告份额的九成左右。
此外，还将探索推进户外广告监测平台建设，目前已在试点地区开展户外广告监测。
甘霖说，一年来，相关监测平台月均监测电视、广播、报纸和互联网发布的各类广告近500万条次，有关涉嫌违法广告线索及时派发各地调查处理。总之，科学有效的监管较好地促进了广告市场秩序持续好转，也为广告业的健康发展营造了良好环境。
互联网广告将成监管“重头戏”
中国的互联网广告发展突飞猛进，大有超过传统媒体广告的势头。与此同时，互联网广告的一些问题也成为社会关注的热点。
甘霖说，9月1日，《互联网广告管理暂行办法》将正式施行。暂行办法突出互联网广告特点，突出问题导向，突出可操作性，着力解决基层监管执法中迫切需要解决的问题，厘清各参与主体之间的义务和责任。
记者了解到，付费搜索该如何界定的问题一直广受关注。暂行办法明确付费搜索是以推销商品或服务为目的，改变了自然搜索的排名或位置，属于广告。
从9月1日开始，互联网广告都要显著标明“广告”二字，使消费者能够辨明其为广告。同时，暂行办法还对程序化购买、互联网广告发布者责任等进行了规定。
甘霖介绍，随着暂行办法施行，互联网广告监测中心也将投入试运行，将初步形成基于云计算的全国互联网广告监测能力，为互联网广告监管执法提供资料采集、违法证据固定、监测信息发布及结果汇总等重要技术支撑，推动实现以网管网。
“需要特别指出的是，对广告市场秩序的严管，并不是把广告管死，而是让广告产业更加健康地发展，更好地为经济社会发展出力，为消费者服务。”甘霖说。