Internet advertisers beware
September 08, 2016 | BY
Katherine Jo &clp articlesCompanies need to adapt their China digital marketing strategies in the wake of new rules that target all forms of online advertising, require clear sponsored markings and place substantial restrictions on activities and content
Internet advertising has become big business in China, but was recently dogged by controversy. Earlier this year, the tragic death of a young student with cancer who used an online search engine to look for a last-resort medical treatment and was given experimental, untried treatment by an institution that appeared as the top search result caused public outrage, prompting an official crackdown on alleged manipulation of search results. Notwithstanding further tightening of regulation of the sector under the PRC Advertising Law, stricter rules were already expected in this area.
On July 4, 2016, the State Administration of Industry and Commerce (SAIC) released the Tentative Measures for the Administration of Internet Advertising (Tentative Measures), which came into effect on September 1, 2016.
The Tentative Measures provide detailed implementing measures for the provisions in the new Advertising Law (which took effect on September 1, 2015) that address the online environment. These are the first set of national rules specifically regulating advertising activities through the internet and other online media.
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