China Internet advertisement wearing hoop: fined 100,000 yuan may not enough-Internet advertising, search engine-IT information

Controversial Internet advertising, will be wearing the new hoop.

On September 1, issued by the State administration for industry and Commerce of the interim measures for the management of Internet advertising (hereinafter referred to as the interim measures) formally came into force. Specified in the interim measures, usually on the Internet (including micro-credit, micro-blogging) published advertisements should be marked "advertisement" two words, offenders are not only subject to administrative penalties, also faces a maximum fine of 100,000 yuan.

Among them, because of "Wei Zexi event" blamed for paid search, also clearly be defined as advertising. Until then, those ranked in the forefront of search engine information is not marked "advertisement", so the consumer is misleading. Upon implementation of the new rules, these paid search will be played back to the prototype supervision with other forms of Internet advertising.

However, up to 100,000 yuan fine for Internet advertising platform or it is difficult to constrain. Especially in the medical, health and other fields, search review platform or through technology, the maladies are difficult to eliminate and clear.

Advertising needs expressed

In previous search platform, news client, social networking applications, interface, almost all ads are not tied with a "promotional" tag, this behavior after suspected irregularities.

At present, the interim measures extension description method is used to define Internet advertising, which provides: "Internet advertising in these measures refers to Web sites, Web pages, Web applications, and Internet media, with text, images, audio, video, or other forms of direct or indirect commercial advertisements to sell goods or services. ”

In addition, the regulations also lists types of Internet advertising including, respectively, is selling goods or services that contain linked text, pictures or video and other forms of advertising email advertising to sell goods or services; paid search advertising to sell goods or services; other commercial media selling goods or services via the Internet, and so on.

Leading IT lawyer Zhao occupation told the 21st century business Herald reporters believe that new rules on search ads and pop-up ads have put forward new demands, and to some extent can Internet advertising now chaos resulting in deterrence.

In this context, micro-or your circle of friends, public release of "soft" will also see a unified annotation into advertising, and advertising law regulated. One Internet company executives told the 21st century business Herald reporter admitted that new rules need to adapt, past practice may risk danger in desperation. "At least not to risk walking, the blind pursuit of click effect to changes in the advertising model. ”

Supervision or hard work?

Although there is a clear provision of the interim measures, but the real execution or hard landing. Especially in the much-maligned medical or health fields, search platform needs to establish a new process of regulation and standards.

According to Xinhua News Agency, Shanghai industry and Commerce Bureau was informed yesterday, because pay will not have maternal and child health hospital medical ads to the forefront of technical qualifications, advertisers such as Shanghai nanpu hospital, Fort hospital suspected of violating the advertising, Baidu, sogou search advertising are suspected of not doing reviewing obligations, would be to initiate an investigation.

It is reported that through early row of touch, in the search engine type "flow" or "abortion" when words, out of promotional ads, promoting the hospital does not have maternal and child health technical qualifications. Such practices to the forefront the top of black hospital, suspected of violation of advertising and of the interim measures for the management of Internet advertising.

Shanghai industry and Commerce Bureau Li hua, Deputy Director of the advertising Department of the 21st century business Herald said, according to the advertising provisions such as law, management of medical advertisements, publishing medical advertisements should be prepared by the Administrative Department of public health to review advertising content certification. For the above qualifications of medical institutions, health departments will not allow its release contains "FootFall" advertising content. Therefore, the search engines to publish these advertisements, suspected of not doing reviewing obligations.

To whether PPC is advertising in the past, local regulators disagree. The new rules clearly normalization properties of PPC and expanded jurisdiction, identify advertisers, advertising agents and advertisement publishers three, one local regulatory authorities, has jurisdiction over the offence.

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, fines of between 10,000 yuan and 30,000 yuan.

The industry believes that fines may be hard to make the new rules work only, for enterprise, one advertisement and it involved hundreds of thousands of millions of receipts, a maximum of 100,000 yuan fine for them, costs are too low. So, how to implement the new rules, and how to supervise platforms implement action plan, will be the next stage of the top priority.

中国互联网广告戴上紧箍：重罚10万元也许远远不够 - 互联网广告,搜索引擎 - IT资讯

饱受争议的互联网广告，将被戴上新的紧箍。

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》（以下称《暂行办法》）正式开始施行。《暂行办法》明确规定，凡是互联网上（包括微信、微博）发布的广告，都要标注“广告”两字，违规者不仅受到行政处罚，还将面临最高10万元的罚款。

其中，曾经因为“魏则西事件”备受指责的付费搜索，也明确被界定为广告。在此之前，这些排在搜索引擎前列的信息并未标明“广告”，因此对消费者造成了很大的误导。在新规实施后，这些付费搜索将被打回原型，与其他形式的互联网广告一起接受监管。

不过，最高10万元的罚款对互联网广告平台或很难形成约束。尤其是在医疗、保健等领域，搜索平台或很难通过技术进行审查，这一顽疾也难以杜绝和清除。

广告推广需明示

在以往的搜索平台、新闻客户端、社交应用等界面上，几乎所有的广告都未被打上“推广”的标签，以后这种行为会涉嫌违规。

目前，《暂行办法》采用了外延描述的方法对互联网广告进行了界定，其规定：“本办法所称互联网广告，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。”

此外，该规定还列举了互联网广告包括的类型，分别是推销商品或者服务的含有链接的文字、图片或者视频等形式的广告；推销商品或者服务的电子邮件广告；推销商品或者服务的付费搜索广告；其他通过互联网媒介推销商品或者服务的商业广告等。

知名IT律师赵占领在接受21世纪经济报道记者采访时认为，新的规定对搜索广告和弹窗广告都提出了新的要求，一定程度上能够对现在的互联网广告乱象造成威慑。

在此背景下，微信公众号或者朋友圈发布的“软文”也将会统一标注成广告，并受到广告法的监管。一名互联网代理公司高管对21世纪经济报道记者坦言，新的规定需要去重新适应，以往的做法可能会铤而走险。“至少以后不能再冒险打擦边球了，一味追求点击效果的广告模式也要变化。”

监管或难奏效？

虽然《暂行办法》有了明确的规定，但是真正执行起来或难落地。尤其是在备受诟病的医疗或保健等领域，对于搜索平台的监管需要建立一套新的流程和标准。

据新华社报道，上海市工商局昨天通报，由于付费将不具备母婴保健技术资格医院的医疗广告顶至前列，上海南浦妇科医院、安平医院等广告主涉嫌违法广告行为，百度搜索、搜狗搜索等广告发布者涉嫌未尽审查义务行为，将一并进行立案调查。

据悉，通过前期排摸，在搜索引擎输入“人流”或“人工流产”字样时，跳出的推广广告中，一些推广的医院并不具备母婴保健技术资格。这种将黑医院顶至前列的做法，涉嫌违反广告法和《互联网广告管理暂行办法》。

上海市工商局广告处副处长李华对21世纪经济报道表示，根据广告法、医疗广告管理办法等规定，发布医疗广告应该事先由卫生行政部门对广告内容进行审查出证。对于上述不具备资格的医疗机构，卫生部门不会允许其发布含有“人流”字样的广告内容。因此，搜索引擎发布这些广告，涉嫌未尽审查义务。

过去对竞价排名是否属于广告，各地监管部门看法不一。此次的新规对竞价排名的性质进行了明确规制，并扩大管辖范围，认定广告主、广告经营者和广告发布者三者，任意一方所在地的监管部门，均对违法行为有管辖权。

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1万元以上3万元以下的罚款。

业界认为，仅靠罚款或许很难让新规奏效，对于企业来说，一笔广告动辄涉及到几十万上百万的收益，最高10万元的罚款对他们来说，违法成本太低。因此，如何落实新规内容，以及如何督促平台完成整改，将是下一阶段的重中之重。