Interim Measures for the administration of Internet advertising

互联网广告管理暂行办法
据工商总局网站消息,工商总局公布《互联网广告管理暂行办法》,自2016年9月1日起施行。《办法》提出,互联网广告应当具有可识别性,显著标明“广告”,使消费者能够辨明其为广告。付费搜索广告应当与自然搜索结果明显区分。
国家工商行政管理总局令
第87号
《互联网广告管理暂行办法》已经国家工商行政管理总局局务会议审议通过,现予公布,自2016年9月1日起施行。
局长张茅
2016年7月4日
互联网广告管理暂行办法
(2016年7月4日国家工商行政管理总局令第87号公布)
第一条为了规范互联网广告活动,保护消费者的合法权益,促进互联网广告业的健康发展,维护公平竞争的市场经济秩序,根据《中华人民共和国广告法》(以下简称广告法)等法律、行政法规,制定本办法。
第二条利用互联网从事广告活动,适用广告法和本办法的规定。
第三条本办法所称互联网广告,是指通过网站、网页、互联网应用程序等互联网媒介,以文字、图片、音频、视频或者其他形式,直接或者间接地推销商品或者服务的商业广告。
前款所称互联网广告包括:
(一)推销商品或者服务的含有链接的文字、图片或者视频等形式的广告;
要保障用户安全,必须采取多重验证机制,在发生帐户失窃等安全紧急事件之后,多重验证机制的重要性便显现出来,尽管黑客会挑战这些附加的验证方式,但是其要付出的努力却很多,成功率也大降。
(二)推销商品或者服务的电子邮件广告;
(三)推销商品或者服务的付费搜索广告;
(四)推销商品或者服务的商业性展示中的广告,法律、法规和规章规定经营者应当向消费者提供的信息的展示依照其规定;
(五)其他通过互联网媒介推销商品或者服务的商业广告。
第四条鼓励和支持广告行业组织依照法律、法规、规章和章程的规定,制定行业规范,加强行业自律,促进行业发展,引导会员依法从事互联网广告活动,推动互联网广告行业诚信建设。
第五条法律、行政法规规定禁止生产、销售的商品或者提供的服务,以及禁止发布广告的商品或者服务,任何单位或者个人不得在互联网上设计、制作、代理、发布广告。
禁止利用互联网发布处方药和烟草的广告。

搜易贷通过公安部国家信息安全等级保护三级认证

第六条医疗、药品、特殊医学用途配方食品、医疗器械、农药、兽药、保健食品广告等法律、行政法规规定须经广告审查机关进行审查的特殊商品或者服务的广告,未经审查,不得发布。
第七条互联网广告应当具有可识别性,显著标明“广告”,使消费者能够辨明其为广告。
付费搜索广告应当与自然搜索结果明显区分。
第八条利用互联网发布、发送广告,不得影响用户正常使用网络。在互联网页面以弹出等形式发布的广告,应当显著标明关闭标志,确保一键关闭。
不得以欺骗方式诱使用户点击广告内容。
未经允许,不得在用户发送的电子邮件中附加广告或者广告链接。
第九条互联网广告主、广告经营者、广告发布者之间在互联网广告活动中应当依法订立书面合同。
第十条互联网广告主应当对广告内容的真实性负责。
广告主发布互联网广告需具备的主体身份、行政许可、引证内容等证明文件,应当真实、合法、有效。
广告主可以通过自设网站或者拥有合法使用权的互联网媒介自行发布广告,也可以委托互联网广告经营者、广告发布者发布广告。
互联网广告主委托互联网广告经营者、广告发布者发布广告,修改广告内容时,应当以书面形式或者其他可以被确认的方式通知为其提供服务的互联网广告经营者、广告发布者。
第十一条为广告主或者广告经营者推送或者展示互联网广告,并能够核对广告内容、决定广告发布的自然人、法人或者其他组织,是互联网广告的发布者。
第十二条互联网广告发布者、广告经营者应当按照国家有关规定建立、健全互联网广告业务的承接登记、审核、档案管理制度;审核查验并登记广告主的名称、地址和有效联系方式等主体身份信息,建立登记档案并定期核实更新。
互联网广告发布者、广告经营者应当查验有关证明文件,核对广告内容,对内容不符或者证明文件不全的广告,不得设计、制作、代理、发布。
互联网广告发布者、广告经营者应当配备熟悉广告法规的广告审查人员;有条件的还应当设立专门机构,负责互联网广告的审查。
第十三条互联网广告可以以程序化购买广告的方式,通过广告需求方平台、媒介方平台以及广告信息交换平台等所提供的信息整合、数据分析等服务进行有针对性地发布。
通过程序化购买广告方式发布的互联网广告,广告需求方平台经营者应当清晰标明广告来源。
第十四条广告需求方平台是指整合广告主需求,为广告主提供发布服务的广告主服务平台。广告需求方平台的经营者是互联网广告发布者、广告经营者。
媒介方平台是指整合媒介方资源,为媒介所有者或者管理者提供程序化的广告分配和筛选的媒介服务平台。
广告信息交换平台是提供数据交换、分析匹配、交易结算等服务的数据处理平台。
第十五条广告需求方平台经营者、媒介方平台经营者、广告信息交换平台经营者以及媒介方平台的成员,在订立互联网广告合同时,应当查验合同相对方的主体身份证明文件、真实名称、地址和有效联系方式等信息,建立登记档案并定期核实更新。
媒介方平台经营者、广告信息交换平台经营者以及媒介方平台成员,对其明知或者应知的违法广告,应当采取删除、屏蔽、断开链接等技术措施和管理措施,予以制止。
第十六条互联网广告活动中不得有下列行为:
(一)提供或者利用应用程序、硬件等对他人正当经营的广告采取拦截、过滤、覆盖、快进等限制措施;
(二)利用网络通路、网络设备、应用程序等破坏正常广告数据传输,篡改或者遮挡他人正当经营的广告,擅自加载广告;
(三)利用虚假的统计数据、传播效果或者互联网媒介价值,诱导错误报价,谋取不正当利益或者损害他人利益。
第十七条未参与互联网广告经营活动,仅为互联网广告提供信息服务的互联网信息服务提供者,对其明知或者应知利用其信息服务发布违法广告的,应当予以制止。
第十八条对互联网广告违法行为实施行政处罚,由广告发布者所在地工商行政管理部门管辖。广告发布者所在地工商行政管理部门管辖异地广告主、广告经营者有困难的,可以将广告主、广告经营者的违法情况移交广告主、广告经营者所在地工商行政管理部门处理。
广告主所在地、广告经营者所在地工商行政管理部门先行发现违法线索或者收到投诉、举报的,也可以进行管辖。
对广告主自行发布的违法广告实施行政处罚,由广告主所在地工商行政管理部门管辖。
第十九条工商行政管理部门在查处违法广告时,可以行使下列职权:
(一)对涉嫌从事违法广告活动的场所实施现场检查;
(二)询问涉嫌违法的有关当事人,对有关单位或者个人进行调查;
(三)要求涉嫌违法当事人限期提供有关证明文件;
(四)查阅、复制与涉嫌违法广告有关的合同、票据、账簿、广告作品和互联网广告后台数据,采用截屏、页面另存、拍照等方法确认互联网广告内容;
(五)责令暂停发布可能造成严重后果的涉嫌违法广告。
工商行政管理部门依法行使前款规定的职权时,当事人应当协助、配合,不得拒绝、阻挠或者隐瞒真实情况。
第二十条工商行政管理部门对互联网广告的技术监测记录资料,可以作为对违法的互联网广告实施行政处罚或者采取行政措施的电子数据证据。
第二十一条违反本办法第五条第一款规定,利用互联网广告推销禁止生产、销售的产品或者提供的服务,或者禁止发布广告的商品或者服务的,依照广告法第五十七条第五项的规定予以处罚;违反第二款的规定,利用互联网发布处方药、烟草广告的,依照广告法第五十七条第二项、第四项的规定予以处罚。

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第二十二条违反本办法第六条规定,未经审查发布广告的,依照广告法第五十八条第一款第十四项的规定予以处罚。
第二十三条互联网广告违反本办法第七条规定,不具有可识别性的,依照广告法第五十九条第三款的规定予以处罚。
第二十四条违反本办法第八条第一款规定,利用互联网发布广告,未显著标明关闭标志并确保一键关闭的,依照广告法第六十三条第二款的规定进行处罚;违反第二款、第三款规定,以欺骗方式诱使用户点击广告内容的,或者未经允许,在用户发送的电子邮件中附加广告或者广告链接的,责令改正,处一万元以上三万元以下的罚款。
第二十五条违反本办法第十二条第一款、第二款规定,互联网广告发布者、广告经营者未按照国家有关规定建立、健全广告业务管理制度的,或者未对广告内容进行核对的,依照广告法第六十一条第一款的规定予以处罚。
第二十六条有下列情形之一的,责令改正,处一万元以上三万元以下的罚款:
永鼎股份(600105)涨跌幅:-0.90%(01/13)
(一)广告需求方平台经营者违反本办法第十三条第二款规定,通过程序化购买方式发布的广告未标明来源的;
(二)媒介方平台经营者、广告信息交换平台经营者以及媒介方平台成员,违反本办法第十五条第一款、第二款规定,未履行相关义务的。
第二十七条违反本办法第十七条规定,互联网信息服务提供者明知或者应知互联网广告活动违法不予制止的,依照广告法第六十四条规定予以处罚。
第二十八条工商行政管理部门依照广告法和本办法规定所做出的行政处罚决定,应当通过企业信用信息公示系统依法向社会公示。
第二十九条本办法自2016年9月1日起施行。
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Interim Measures for the administration of Internet advertising
According to the website of the State Administration for Industry and commerce, the General Administration of industry and Commerce announced the Interim Measures for the administration of Internet advertising, which shall come into force as of September 1, 2016. The measures, the Internet advertisement shall be distinguishable, marked advertisement, to enable consumers to identify it is an advertisement. Paid search advertising should be significantly different from the natural search results.
Order of the State Administration for Industry and Commerce
Number eighty-seventh
The Interim Measures of the Internet advertising management has been the State Administration for Industry and commerce through the executive meeting, is hereby promulgated and shall come into force as of September 1, 2016.
Director Zhang Mao
July 4, 2016
Interim Measures for the administration of Internet advertising
Promulgated by Decree No. eighty-seventh of the State Administration for Industry and Commerce in July 4, 2016
Article 1 in order to regulate the Internet advertising activities, protecting the legitimate rights and interests of consumers, promote the healthy development of the Internet advertising industry, maintaining the fair competition of the market economic order, according to the People’s Republic of China advertising law (hereinafter referred to as the advertising law) and other laws and administrative regulations formulated.
Article second the use of the Internet to engage in advertising activities, advertising law and the provisions of these measures.
The third term of the Internet advertising, is refers to through the website, web page, Internet applications such as Internet media, text, pictures, audio, video or other forms, directly or indirectly, to sell goods or services of commercial advertising.
Internet advertising as mentioned in the preceding paragraph includes:
(a) advertising of goods or services in the form of text, pictures, or video;
(two) e-mail advertisements for goods or services;
(three) paid search advertising for the sale of goods or services;
(four) in the commercial display of goods or services for sale, the provisions of the laws, regulations and rules provide that the information provided by the operator to the consumer shall be in accordance with the relevant provisions;
(five) other commercial advertisements that sell goods or services through the internet.
Fourth to encourage and support the advertising industry organizations in accordance with the provisions of laws and regulations and the articles of association, the development of industry standards, strengthen self-discipline, promote the development of the industry, guide members engaged in Internet advertising activities in accordance with the law, promoting the integrity of the Internet advertising industry.
Fifth the provisions of laws and administrative regulations prohibit the production and sale of goods or services, and prohibit the advertising of goods or services, any unit or individual shall be on the Internet design, production, agents, advertising.
Ban on the use of the Internet for prescription drugs and tobacco advertising.

国内首个车联网安全中心正式宣布成立

Sixth the provisions of medical treatment and medicine and formula foods for special medical purposes, medical equipment, pesticides, veterinary drugs, health food advertising and other laws and administrative regulations shall be subject to the advertisement examination organ for the examination of special goods or services, advertising, uncensored, not released.
Seventh Internet advertisement shall be distinguishable, marked advertisement, to enable consumers to identify it is an advertisement.
Paid search advertising should be significantly different from the natural search results.
Eighth use the Internet to publish, send advertising, shall not affect the user’s normal use of the network. In the Internet page in the form of pop-up ads, etc., should be marked off the mark, to ensure a key off.
Not deceive the user to click on advertising content.
No advertising or advertising links may be attached to an e-mail sent by a user without permission.
Ninth Internet advertisers, advertising operators, advertisers in the Internet advertising activities should be in accordance with the law to enter into a written contract.
Tenth Internet advertisers should be responsible for the authenticity of the content of advertising.
The Advertiser shall release the necessary documents, such as the identity of the main body of the Internet advertisement, the administrative license and the citation, which shall be true, lawful and effective.
Advertisers can set up their own websites or have the right to use the Internet media to publish their own advertising, Internet advertising operators can also be commissioned, advertising publishers to publish ads.
Internet advertisers by Internet advertising agents and publishers to modify advertising, advertising content, should be in written form or other can be confirmed notify the Internet advertising advertising operators and provide services to the publisher.
Eleventh for advertisers or advertising operators push or display of Internet advertising, and can check the advertising content, advertising decision of natural persons, legal persons or other organizations, is the Internet advertising publishers.
Twelfth Internet advertising, advertising operators shall establish and perfect the Internet advertising business in accordance with relevant state regulations to undertake the registration, examination and file management system; inspection and registration of the advertiser’s name, address and valid contact identity information, establish registration records and regularly verify and update.
Internet advertising publishers, advertising operators shall examine the relevant documents, check the contents of the advertisement, the content does not conform to the contents of the documents or incomplete advertising, shall not design, production, agency, release.
Internet advertising publishers, advertising operators should be familiar with the advertising laws and regulations of the advertising review personnel; conditional should also set up a special agency responsible for the review of Internet advertising.
Thirteenth Internet advertising program of purchase can be provided by way of advertising, advertising and the media demand side platform platform and advertising information exchange platform such as information integration, data analysis and other services for targeted release.
Through the purchase of advertising by way of Internet advertising, advertising demand side platform operators should clearly identify the source of advertising.
Fourteenth advertising demand side platform refers to the integration of advertisers demand for advertisers to provide the service of the main advertising platform. Advertising demand side platform operators are Internet advertising publishers, advertising operators.
Media platform is a media service platform that integrates media resources to provide the media owners or managers with a standardized advertising distribution and screening.
Advertising information exchange platform is to provide data exchange, analysis and matching, transaction settlement services such as data processing platform.
Fifteenth advertising demand side platform operators, operators, advertising media platform of information exchange platform operators and members of media platform, Internet advertising at the conclusion of the contract, shall examine the contract subject identity information documents, real name, address and valid contact information, establish registration records and regularly verify and update.
The media platform operators, advertising information exchange platform operators and media platform party members, illegal advertising on it knows or should know, should be taken to delete, shielding, broken links and other technical measures and management measures to stop.
Sixteenth Internet advertising activities shall not have the following acts:
(a) providing or using the application and hardware take interception, filtering, coverage, fast forward and other restrictions on other legitimate business advertising;
(two) the use of network access, network equipment, application programs, such as the destruction of the normal advertising data transmission, tampering or occlusion of the legitimate business of others advertising, unauthorized loading of advertising;
(three) using false statistical data, the effect of communication, or the value of the Internet media to induce false offer, seek illegitimate interests or damage the interests of others.

Seventeenth did not participate in the Internet advertising business activities, only to provide information service for Internet advertising on the Internet information service provider, knows or should know the publication of illegal advertisements using the information service, shall stop.
Article eighteenth of the implementation of administrative penalties for illegal acts of Internet advertising, the place of advertising by the administrative authority for Industry and commerce. There are difficulties in advertising where the administrative department for Industry and commerce under the jurisdiction of different advertisers, advertising operators, can be illegal advertisers, advertising operators to advertisers and advertising agents where the administrative department for Industry and commerce.
Where the owner of the advertiser or the administrative department for Industry and Commerce of the place where the advertiser is located first finds an illegal clue or receives a complaint or report, he may also be subject to jurisdiction.

整个国家缺乏互联网安全意识,人民则更缺乏安全意识,不过拜文革运动之赐,多年来人们多有一种天生的怀疑心理,防范心理较强,不易轻信他人。

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