The State Administration for Market Regulation issued a document: Curbing illegal advertisements such as "big characters attract attention and small characters exempt people from liability"

Recently, the State Administration for Market Regulation has focused on the content of commercial advertising citations and issued the "Guidelines for Enforcement of Advertising Citations" (hereinafter referred to as the "Guidelines"), aiming to further improve the advertising supervision system, standardize the supervision of advertising citations by market supervision departments, and help advertising activity entities improve their compliance capabilities with advertising citations.

Clarify the scope of application.The "Guidelines" clarify concepts such as "advertising quotation content" and "citation advertising" and the general principles that should be followed, emphasizing that advertisers should be responsible for the authenticity, accuracy and legality of advertising content such as quotation content in accordance with the law, and bear the burden of proof in accordance with the law.

Standardize citation content.The "Guidelines" refine the normative requirements for different types of citation content for different situations such as experimental measurements, statistical surveys, and literature materials, and provide classified explanations for situations where advertising citation content constitutes false advertising to respond to social concerns.

Refine regulatory rules.For advertisements with "big words attracting attention, small words exempting them from liability", specific and clear requirements are made for the advertising content from both positive and negative aspects, and illegal situations that cause consumers to misunderstand their market position and competitive advantages through the use of absolute terms are detailed and enumerated, so as to further improve the advertising supervision system.

Next, the State Administration for Market Regulation will guide local market supervision departments, combined with the ongoing work to clean up and rectify the chaotic advertising language, to further curb illegal advertisements such as "big characters are eye-catching, small characters are exempt", "shoot first and then draw the target" and other illegal advertisements, relieve advertisers' "marketing anxiety", guide them to actively abandon "word game" advertising, and effectively prevent intensification of "involution" competition through means such as creating so-called "carrot pit track champions".