According to the provisions of the Advertising Law of People's Republic of China (PRC), an advertisement should have the following attributes:
1. Legitimacy: The content and form of advertisements must comply with the provisions of laws and regulations, and must not violate national laws and regulations, contain false, fraudulent or misleading contents, or infringe upon the legitimate rights and interests of others.
2. Authenticity: The contents of advertisements shall be true and accurate, and no false propaganda or exaggerated propaganda shall be carried out, and consumers shall not be misled.
3. Fairness: Advertising should be fair, and should not discriminate against any specific group, insult others or incite unfair competition.
4. Sense of social responsibility: Advertising should have a sense of social responsibility, and must not violate public interests and public order, nor harm public interests.
5. Health: Advertisements shall not contain contents that violate social morality and socialist spiritual civilization, and shall not promote bad information such as feudal superstition, obscenity and pornography.
Advertising refers to commercial advertisements in which commodity operators or service providers directly or indirectly introduce the goods they sell or the services they provide through certain media and forms at their own expense.
According to the laws, regulations and industry norms of different countries or regions, the advertising content standards may be different. The following are some common advertising content standards:
1. Honesty and truthfulness: Advertisements should state the features, functions and effects of products or services honestly and truthfully, and should not make false propaganda or mislead consumers.
2. No misleading: Advertisements shall not mislead consumers by means of false or misleading statements, exaggerated propaganda and false certificates.
3. Social responsibility: The contents of advertisements should conform to social moral concepts and values, and should not involve discrimination, insults, incitement to violence and other contents that violate public order and good customs.
4. Pay attention to consumers' rights and interests: advertisements should respect consumers' rights and interests and must not deceive, mislead or unreasonably infringe on consumers' legitimate rights and interests.
5. Do not violate laws and regulations: advertisements must not violate national laws and regulations, promote or encourage criminal acts, or infringe intellectual property rights, trademarks and other relevant laws and regulations.
6. Use certificates with caution: Information such as certificates, appraisals and awards used in advertisements should be true and legal, and consumers should not be misled.
7. Respect competition: Advertising should abide by the principle of fair competition, and should not make false comparisons or insult or slander competitors.
8. Youth protection: Advertisements aimed at minors should follow specific protection principles and must not contain content that is not suitable for teenagers to watch.
To sum up:
According to the Advertising Law of People's Republic of China (PRC), advertising content is strictly restricted. Advertisements shall not contain false or misleading contents, harm public interests, violate social morality, contain discriminatory remarks or violate the provisions of laws and administrative regulations. In addition, advertisements should also abide by industry norms and ethical standards, and should not involve publicity in specific fields such as medical care, medicines and health care products, so as to protect consumers' legitimate rights and interests and social public interests. Therefore, the contents of advertisements must be legal, truthful and ethical in order to maintain social order and public interests.
Legal basis:
Advertising law of People's Republic of China (PRC) (202 1 revised);
chapter two
Advertising content standard
Article 19
Radio stations, television stations, audio-visual publishing units of newspapers and periodicals, and Internet information service providers shall not publish advertisements for medical treatment, medicines, medical devices and health food in disguised form by introducing health knowledge.