The contents of the new advertising law are more abundant, such as improving the advertising standards of health food, medicine, medical treatment, medical equipment, education and training, investment attraction, real estate, crop seeds and so on. The original advertising law only had seven advertising standards for goods and services, and this time it was increased to 19.

When there is no new content, these new categories are also managed, but without clear laws to regulate them, it is difficult to implement them. There were only some rules and regulations before, and there were no relevant legal aspects. Now the new law includes the relevant contents of rules and regulations. This is because the consequences of illegal activities such as medical care and health food are very serious, and the protection of consumers has been strengthened.

Highlight 2 of the new advertising law: clear the definition of false advertising

The new law clarifies that false propaganda and misleading content belong to false advertisements.

According to the definition of false advertisements in the new law, the number of false advertisements investigated will increase, which will greatly deter illegal activities. There are also voices in the industry expressing concern that the sudden increase in the number of illegal advertisements is a test for the advertising industry.

Highlight 3 of the new advertising law: restraining advertising spokespersons

The current advertising law has no legal provisions for spokespersons. In this revision of the advertising law, the legal responsibility of celebrity endorsements is also stipulated, and celebrity endorsements cannot only accept money without taking responsibility. As long as celebrity endorsements are false advertisements, they are also jointly and severally liable. A natural person, legal person or other organization that makes recommendations in false advertisements and proves that it has been subject to administrative punishment for less than 3 years shall not be used as an advertising spokesperson.

The common people are disgusted with the false advertisements endorsed by celebrities. Advertisements cannot be accepted at will. In order to protect the legitimate rights and interests of consumers, we should further strengthen the responsibility of advertising spokespersons and standardize the endorsement activities more strictly. This is a restrictive and restrictive attitude of the state towards celebrity endorsements.

Highlight 4 of the new advertising law: prohibiting disguised tobacco advertising

The number of tobacco advertisements is relatively small, and the tobacco advertisements are in good order. Nevertheless, the new advertising law has made stricter regulations on tobacco advertising, prohibiting tobacco advertising in all mass media and public places, and prohibiting illegal advertising in disguised form. Producers or sellers of tobacco products shall not use advertisements of other commodities or services or public service advertisements to publicize the names, trademarks, packaging, decoration and similar contents of tobacco products.

It is not feasible to publish tobacco advertisements in disguised form through advertisements of other commodities or public service advertisements. But it has little impact on the market, because the state has very strict regulations on tobacco advertising and its implementation is quite strict.

Highlight 5 of the new advertising law:/kloc-no endorsement under 0/0.

The new law stipulates that minors under the age of 10 cannot endorse advertisements. For example, in schools, kindergartens and places where children often play, you can't advertise, especially in textbooks, to create a clean environment for children's body and mind.

/kloc-children under 0/0 are still immature, so it is very irresponsible to let them advertise. Many people in the advertising industry also agree with this view, so children should go to school to play.

Highlight 6 of the new advertising law: standardizing internet advertising

There is no chapter on Internet advertising in the current advertising law. This time, there are regulations on internet advertising. For example, online advertising should be closed with one button, and you can't send emails without permission.

The insiders believe that the forms of advertisements on the Internet are various and the technology is more complicated. Internet is a new thing. It should not be based on traditional ideas, it must be new. Specific issues cannot be stipulated in a law like the advertising law, and then a special Internet advertising management method is introduced.

Highlight 7 of the new advertising law: strengthening media supervision

As a carrier, the media bears an important responsibility when publishing advertisements. This time, strict regulations have been made on the media and platforms that publish advertisements, and penalties have been increased. In the past, the media published illegal and false advertisements, and they were fined according to the advertising cost 1 to 5 times. Now the maximum penalty is 2 million, which will strengthen the deterrent effect on illegal advertisements.

Penalties for illegal and false advertisements are unbearable for some small enterprises. However, this new law increases the qualification penalty, and the business license of those who publish false advertisements, such as hospitals that publish false advertisements illegally, will be revoked.

Highlight 8 of the new advertising law: public service advertising becomes responsibility

You can see public service advertisements through the media. This time, write it into law as a legal obligation to publish and undertake the responsibility of publishing public service advertisements.

We should vigorously develop the release of public service advertisements, which play an important role in shaping social values. There are too few good works of public service advertisements, and public service advertisements should have a good development platform. For example, set up a public service advertising library and pay copyright fees to producers.

Highlight 9 of the new advertising law: poor supervision will be held accountable.

In addition to industry and commerce, other departments also have the responsibility of supervision. If the press and publication, radio, film and television and other relevant departments fail to deal with the radio stations, television stations, newspapers and audio-visual publishing units with advertising violations according to law, the responsible persons in charge and the persons directly responsible shall be punished according to law.

Governance of illegal advertisements requires departmental linkage. For example, the release of medical advertisements must first be approved by the Food and Drug Administration or the health department. In addition to strengthening the supervision of the industrial and commercial departments, the competent media departments such as press, publication, radio, film and television also need to earnestly perform their supervisory duties on media activities.

Highlights of the new advertising law 10: Allow advertisers to prove their innocence.

The new law adds a bright spot in operation, that is, the industrial and commercial departments have the right to let advertising owners prove their innocence.

In the past, the industrial and commercial departments had to find their own evidence to prove that advertising owners were illegal. Now, the industrial and commercial departments have the right to let the owners prove their innocence. If they can't give evidence, they can deal with it according to law, which brings great convenience to the law enforcement of the industrial and commercial departments.