China's new rules on Internet advertising: no mark up to 100,000 including media

Turn on the computer and ubiquitous advertising hit a "promotional" fill in the name of homepage on the browsing app, public, thought a minute before reading a short fresh chicken soup, the next one minute and I found this article turned out to be selling something soft ... ... On September 1 with the official entry into force of the interim measures for the administration of Internet advertising, the invisible advertising risks illegal, up to 100,000.

　　The new rules

　　Internet advertisements may not "vest"

Have you ever experienced physical discomfort, entered in search engines, computer screen will immediately jump out of the number of medical institutions, this is naturally generated information? Of course not, that a significant part of the hospital paid for promotion, or advertising.

On September 1, issued by the State administration for industry and Commerce official entry into force of the interim measures for the administration of Internet advertising, Internet advertising is explicitly required should have a recognizable, prominently marked "advertisement"; reticulocyte, celebrity tweets, micro-media commercials, also significantly indicated. Pay special attention to personal forwarding in your circle of friends, Twitter ads will take responsibility.

　　Ads unknown up to 100,000

According to the new regulation requirements of Internet advertising, "Internet advertising, refers to Web sites, Web pages, Internet applications and other Internet media, text, images, audio, video or other forms of, directly or indirectly, commercial advertisements to sell goods or services. ”

For Internet advertising does not have a recognized, in accordance with the relevant provisions of the advertising law, the Administrative Department for industry and commerce shall order rectification, fined not more than 100,000 yuan for advertising and persuade the user to click on advertising content through deception, or unauthorized advertising or advertising links in the user's e-mail, correction, fined not more than 10000 Yuan and more than 30000.

　　The first day of

　　Baidu "promotional" is changed to "advertising"

Yesterday was the new rules entered into force on the first day, and changes in the paid search ads?

New cultural reporter by Baidu search for "hospital", "cars" and other words found, was previously labeled "promotional" paid search advertising, has been replaced by "advertising".

"In May of this year, Baidu is the extension information was clearly marked, by changing the font color, setting risk warning buoys on the business results and distinguish natural search results, Internet users a clear resolution. "Baidu respond to new cultural journalist.

　　In doubt

　　Can happily "Sun"?

Specification of the new rules, in addition to paid search advertising, reticulocyte, celebrity Twitter, micro-media commercials, specification, requirement significantly marked "advertisement".

In addition to forwarding social media advertising has to take responsibility. For example, advertisements have become a mainstream form of public, when you read a push message, often right up to the end of the post to exclaim: "it is advertising."

In some v-micro letters public, you'll often see such a routine, then the app will introduce some specification?

Yesterday, the new culture journalists to browse some of the public found that platform common with the public frame of advertising in the past are still widespread, and is not in the title or in the body of mark "advertising". Yesterday issued a letter call the micro aspects, but did not get response.

(Editors: Biao Guo UN832)
2016-09-02 04:37:12
A new culture

中国互联网广告新规：不标注最高罚10万 包括自媒体

　　打开电脑，无处不在的广告打着“推广”的旗号充斥在网页上；浏览微信公众号，前一分钟还以为在阅读一篇小清新鸡汤文，下一分钟就发现这篇文章原来是推销某种商品的软文……随着9月1日《互联网广告管理暂行办法》正式生效，那些隐形的广告将面临违法风险，最高罚10万。

　　新规

　　互联网广告不得套“马甲”

　　您是否有过这样的经历：身体不舒服，在搜索引擎里输入症状，电脑屏幕前立刻会跳出不少医疗机构来，这都是自然生成的信息吗？当然不是，其中相当一部分就是医院的付费推广，也就是广告。

　　9月1日起，由国家工商总局发布的《互联网广告管理暂行办法》正式生效，明确要求互联网广告应当具有可识别性，显著位置标明“广告”；网红、明星的微博、微信等自媒体发布商业广告，也要显著标明。特别注意，个人在朋友圈、微博转发广告也要担责。

　　广告不明着打 最高罚10万

　　按照互联网广告新规要求，“互联网广告，是指通过网站、网页、互联网应用程序等互联网媒介，以文字、图片、音频、视频或者其他形式，直接或者间接地推销商品或者服务的商业广告。”

　　对于互联网广告不具有可识别性的，按照《广告法》相关规定，由工商行政管理部门责令改正，对广告发布者处以10万元以下的罚款；以欺骗方式诱使用户点击广告内容的，或未经允许在用户的电子邮件中附加广告或广告链接的，责令改正，处10000元以上30000元以下的罚款。

　　首日

　　百度“推广”已改成“广告”

　　昨天是新规生效首日，付费搜索广告是否出现变化？

　　新文化记者通过百度搜索“医院”、“汽车”等关键词发现，以往被标注为“商业推广”的付费搜索广告，已被替换为“广告”字样。

　　“今年5月份，百度就对推广信息进行了明确标注，通过更换字体颜色、设置风险提示浮标等对商业推广结果和自然搜索结果进行区分，使网民清晰分辨。”百度回复新文化记者。

　　存疑

　　还能不能快乐地“晒”了？

　　新规除了对付费搜索广告进行规范外，对网红、明星微博、微信等自媒体发布商业广告，也进行了规范，要求显著标明“广告”。

　　除此之外，社交媒体转发广告也要担责。比如，软广告已经成为公众号的一种主流变现形式，当您在阅读一篇推送消息时，往往要到文章末尾才惊觉：“原来是广告”。

　　在一些大V微信公众号里经常会看到这样的套路，那么，微信方面是否会出台一些相应的规范？

　　昨日，新文化记者浏览一些微信公众号后发现，以往常见的借助公众平台图文发广告的现象仍普遍存在，而且也并未在标题或正文中标注“广告”字样。记者昨日就此致电微信方面，但并未获得回应。

(责任编辑：郭彪 UN832)
2016-09-02 04:37:12
新文化报