Market Supervision and Administration Bureau Intensifies Crackdown on Advertising Chaos Such as "Large Print Eye-Catching, Small Print Disclaimer"

Today, the State Administration for Market Regulation issued the “Notice on Strengthening the Supervision of Promotional Language in Advertising” (hereinafter referred to as the “Notice”), which deploys a six-month campaign to clean up and rectify related advertising chaos.

The “Notice” identifies six key tasks: rectifying misleading “large and small font” advertisements; lawfully investigating ads that do not prominently display promotional language; lawfully cracking down on illegal use of absolute language; strengthening the regulation of citation advertisements; enhancing the supervision of advertisers’ self-certification of ad content; and strengthening the regulation of major advertising media. It requires market regulation departments at all levels to intensify efforts to clean up and rectify marketing chaos such as “eye-catching large fonts with disclaimers in small fonts,” “arbitrary claims of being the first, the best, or the original,” “radish pit-style citations,” and the downplaying of information unfavorable to consumers. The campaign aims to resolutely investigate and punish illegal advertising behaviors that seriously deceive and mislead consumers or disrupt market competition, actively promote high-quality advertising resources and high-quality products, alleviate advertisers’ “marketing anxiety,” and guide all parties involved in advertising activities to abandon “wordplay” style advertising. (CCTV Reporter Wang Jing)

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Editor: Liu Wanli SF014