Provisions for the Review of Advertisements Published in Mass Media
大众传播媒介广告发布审查规定
Mass media to cooperate in combating fraudulent advertisements.
(Issued by the State Administration for Industry and Commerce, the Publicity Department of the Central Committee of the Communist Party of China, the Information Office of the State Council, the Ministry of Public Security, the Ministry of Supervision, the State Council Office for Rectifying Malpractice, the Ministry of Industry and Information Technology, the Ministry of Health, the State Administration of Radio, Film and Television, the General Administration of Press and Publication, the State Food and Drug Administration and the State Administration of Traditional Chinese Medicine on February 9 2012.)
(国家工商行政管理总局、中央宣传部、国务院新闻办公室、公安部、监察部、国务院纠风办、工业和信息化部、卫生部、国家广播电影电视总局、新闻出版总署、国家食品药品监督管理局、国家中医药管理局于二零一二年二月九日发布。)
Gong Shang Guang Zi [2012] No.26
工商广字 [2012] 26号
Pursuant to the requirements of laws and regulations such as the PRC Advertising Law in respect of the verification of supporting documents, the checking of advertisement content and the establishment of sound advertising management systems by advertisement publishers, these Provisions have been formulated to further carry out the responsibilities for the review of advertisements published in mass media.
根据《中华人民共和国广告法》等法律法规有关广告发布者应查验证明文件、核实广告内容、建立健全广告管理制度的要求，为进一步落实大众传播媒介的广告发布审查责任，制定本规定。
1. A mass medium shall perform its statutory obligation of reviewing advertisements by verifying the relevant advertising supporting documents and checking the advertisement content before the publication of an advertisement so as to ensure that it is true, lawful and satisfies the requirements in respect of the building of socialist culture and ideology.
一、大众传播媒介应当履行法定的广告审查义务，在广告发布前查验相关广告证明文件、核实广告内容，确保广告真实、合法，符合社会主义精神文明建设要求。
2. A mass medium shall clarify the responsibilities for the review of advertisements. Advertisement reviewers are responsible for the specific work of advertisement review, the person in charge of the advertising operation and management department is responsible for the second review of advertisements and the divisional chief is responsible for verification.
二、大众传播媒介应当明确广告审查责任。广告审查员负责广告审查的具体工作，广告经营管理部门负责人负责广告复审，分管领导负责广告审核。
3. A mass medium shall have advertisement reviewers. An advertisement reviewer shall undergo training in advertising laws and regulations and in advertising business. Once he or she has passed the training, he or she shall perform the following duties:
三、大众传播媒介应当配备广告审查员。广告审查员应当参加广告法律法规及广告业务培训，经培训合格后，履行以下职责：
(1) reviewing the advertisements published by his or her entity and putting forth written opinions thereon;
（1）审查本单位发布的广告，提出书面意见；
(2) managing the advertisement review files of his or her entity;
（2）管理本单位的广告审查档案；
(3) putting forth suggestions and proposals on improving the advertisement review work of his or her entity; and
（3）提出改进本单位广告审查工作的意见和建议；
(4) assisting in handling other matters relating to the management of advertising by his or her entity.
（4）协助处理本单位广告管理的其他有关事宜。
4. An advertisement reviewer of a mass medium shall conduct a review by the following procedure:
四、大众传播媒介的广告审查员应当按照下列程序进行审查：
(1) verifying the various advertising supporting documents for genuineness, lawfulness and validity, and if supporting documents are missing, requiring the provision thereof;
（1）查验各类广告证明文件的真实性、合法性、有效性，对证明文件不全的，要求补充证明文件；
(2) reviewing advertisement content to see whether it is true and lawful, and whether it satisfies the requirements in respect of the building of a socialist spiritual civilisation;
（2）审核广告内容是否真实、合法，是否符合社会主义精神文明建设的要求；
(3) inspecting whether the method of expression and the language used in advertisements complies with relevant provisions;
（3）检查广告表现形式和使用的语言文字是否符合有关规定；
(4) reviewing the overall effect of advertisements so as to confirm that they will not cause misunderstanding by consumers; and
（4）审查广告整体效果，确认其不致引起消费者的误解；
(5) issuing a written opinion as to whether he or she approves or does not approve of an advertisement or whether he or she requires it to be revised.
（5）提出对该广告同意、不同意或者要求修改的书面意见。
An advertisement reviewer shall log on to relevant government websites at his or her own initiative so as to check for and keep abreast of the advertising approval documents, illegal advertisement announcements, advertising monitoring and regulation information and other such information published by the relevant departments.
广告审查员应当主动登录相关政府网站，查询了解相关部门公布的广告批准文件、违法广告公告、广告监测监管等信息。
5. The person in charge of the advertising operation and management department of, and the divisional chief in, a mass medium shall conduct a second review of and verify the advertisements reviewed and passed by the advertisement reviewers. An advertisement may only be published once it has been determined, after second review and verification, that it complies with advertising laws and regulations.
五、大众传播媒介的广告经营管理部门负责人、分管领导应当对广告审查员审查通过的广告进行复查、审核。经复查、审核符合广告法律法规规定的广告，方可发布。
6. A mass medium shall establish, in accordance with the law, advertisement business acceptance registration, review and file management systems. The written opinions issued in connection with advertisement reviews shall be kept together with the advertising files for future reference.
六、大众传播媒介应当依法建立广告业务的承接登记、审核、档案管理制度。广告审查的书面意见应当与广告档案一同保存备查。
7. With respect to an advertisement in respect of which the public has filed a report or lodged a complaint, the mass medium shall instruct an advertisement reviewer to conduct a new review thereof and require the advertiser to give an explanation of the matters in respect of which the report was filed or the complaint lodged and provide additional relevant supporting documentation.
七、大众传播媒介对群众举报、投诉的广告，应当责成广告审查员重新审查核实，要求广告主就被举报、投诉的事项做出说明，补充提供有关证明材料。
If the advertiser fails to provide the supporting documentation or the relevant supporting documentation provided is insufficient to corroborate the truthfulness and lawfulness of the advertisement content, the mass medium shall promptly cease publication of the advertisement in question.
对广告主不能提供证明材料或者提供的有关证明材料不足以证实广告内容的真实性、合法性，大众传播媒介应当立即停止发布该广告。
8. A mass medium shall carry out a performance evaluation of the advertisement review work of its advertisement reviewers and person in charge of the advertising operation and management department each year.
八、大众传播媒介每年度应当对广告审查员、广告经营管理部门负责人进行广告审查工作绩效考核。
If advertisement review duties are not duly carried out during a year, resulting in the publication of unlawful advertisements on several occasions, the mass medium shall discipline the advertisement reviewer and relevant person in charge by criticism, education, transfer of position, etc.
对年度内未认真履行广告审查职责，致使违法广告多次发布的，大众传播媒介应当对广告审查员及相关负责人给予批评教育、调离工作岗位等处理。
9. Advertising oversight authorities shall strengthen their administrative guidance of advertisement publication review and, in the course of routine advertising monitoring and oversight, handling of advertising reports and complaints and handling of cases of the violation of advertising laws, shall keep themselves apprised of the implementation of the advertisement publication review system and the performance of review duties by mass media and advertisement reviewers, circulate the details thereof to relevant departments and put forth relevant proposals.
九、广告监督管理机关应当加强广告发布审查工作的行政指导，在日常广告监测监管、处理广告举报投诉、查办广告违法案件等工作中，了解掌握大众传播媒介及广告审查员落实广告发布审查制度、履行审查职责的情况，并向有关部门通报情况，提出有关建议。
10. Advertising oversight authorities shall strengthen their training of the advertisement reviewers and persons in charge of the advertising operation and management departments of mass media in advertising laws and regulations and regularly schedule training for new advertisement reviewers and refresher training for advertisement reviewers on knowledge of advertising laws and regulations.
十、广告监督管理机关应当加强大众传播媒介广告审查员、广告经营管理部门负责人的广告法律法规培训工作，定期组织新任广告审查员培训和广告审查员广告法律法规知识更新培训。
11. The competent administrative departments in charge of mass media shall monitor and cause mass media to duly implement relevant regulations on the publication of advertisements, duly carry out their advertisement publication review responsibilities and review advertisements in accordance with the law.
十一、大众传播媒介的行政主管部门应当监督、督促大众传播媒介认真执行广告发布的有关规定，切实落实广告发布审查责任，依法审查广告。
12. With respect to a mass medium that fails to implement advertisement publication review provisions, resulting in the frequent publication of fraudulent and/or unlawful advertisements or a high rate of advertisements that violate the law, thereby causing a detrimental social impact and consequences, the competent administrative department in charge of mass media shall handle the matter by giving a warning, circulating a notice of criticism, etc. and, in accordance with relevant provisions, pursue the liability of the chief of the entity and relevant responsible persons.
十二、大众传播媒介的行政主管部门应当对不执行广告发布审查规定，导致严重虚假违法广告屡禁不止、广告违法率居高不下，造成恶劣社会影响及后果的大众传播媒介，予以警示告诫、通报批评等处理，依照有关规定追究主管领导和相关责任人的责任。
13. For the purposes of these Provisions, the term “mass media” or “mass medium” means radio and television broadcasters, newspaper and periodical publishers and internet information service providers.
十三、本规定所称大众传播媒介是指广播电视播出机构、报纸期刊出版单位以及互联网信息服务单位。
Matters relating to advertisement publishers other than mass media shall be handled with reference to these Provisions.
clp reference:5500/12.02.09prc reference:工商广字 [2012] 26号promulgated:2012-02-09大众传播媒介以外的其他广告发布者，参照本规定执行。
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