Press "Enter" to skip to content

中华人民共和国广告法 (修订草案)(征求意见稿)

People's Republic of China Advertisement Law

(Revisions Draft) (draft for soliciting opinions)

Chapter I: General Provisions

Article 1: This Law is formulated so as to regulate advertising activities, promote the healthy development of advertising business, protect the lawful rights and interests of consumers, maintain the socio-economic order and bring into play the active role of advertisements in the socialist marketplace.

Article 2: 广告主、广告经营者、广告发布者和广告荐证者在中华人民共和国境内从事广告活动,应当遵守本法。

"Advertisements" and "commercial advertisements" as used in this Law indicates information, for which a merchandice producer or dealer or service provider, through certain media or forms, promotes his merchandise.

"Advertisers" as used in this Law indicates natural persons, legal persons or other organizations that, for the purpose of promoting the sale of merchandise or services, design, produce and publish advertisements either by themselves or by retaining others to do so.

"Advertising agents" as used in this Law indicates natural persons, legal person or other organizations that are retained to provide advertisement design and production and representation services.

"Advertisement publishers" as used in this Law indicates the natural persons, legal persons or other organizations that publish advertisements for advertisers or the advertising agents that advertisers retain.

"Advertisement endorsers" as used in this Law indicates natural persons, legal persons or other organizations, other than the advertiser, who make recommendations or attestations regarding the merchandise or service in an advertisement.

Article 3: The State encourages and supports the development of the the advertising industry, the relevant departments of the State Council shall formulate and implement policy measures beneficial to the healthy development of the advertising industry.

Article 4: 广告应当真实、合法,符合社会主义精神文明建设的要求。

Article 5: Advertisements must not include false content, and must not trick or mislead consumers.

Article 6: 广告主、广告经营者、广告发布者和广告荐证者从事广告活动,应当遵守法律、行政法规,遵循公平、诚实信用的原则。

Article 7: 国务院工商行政管理部门主管全国广告监督管理工作,国务院有关部门在各自的职责范围内负责广告管理相关工作。

Departments of industry and commerce management at the county level or above have principle responsibility for the advertising supervision and management work within their administrative region, the relevant departments of local people's government at the county level and above are each responsible for work related to management of advertisements of within the scope of their professional duties.

Article 8: 广告行业组织应当加强行业自律,引导广告主、广告经营者、广告发布者和广告荐证者依法从事广告活动,推动广告行业诚信建设。

Chapter II: Advertising Norms

Article 9: Advertisements shall meet the following requirements:

(1) Statements in an advertisement on the performance, function, place of origin, usage, quality, composition, price, producer or manufacturer, term of validity, promise or other attributes of a commodity, or on the content, provider, form, quality, price, promise or other attributes of a service, they shall be clear and explicit.

(2) expressions in an advertisement about presentation of promotional items for the sale of commodities or services, shall clearly indicate the type, specification, quantities of such items and the and the means and effective period.

(3) Content that laws or administrative regulations specifically provide shall be in advertisements shall be conspicuously and distinctly shown.

Article 10: Advertisements must not have the following circumstances:

(1) Using or covertly using the nation flag, emblem or anthem of the People's Republic of China,

(2) Using or covertly using the names or images of state organs or their personnel;

(3) using language such as "National Level", "Highest Level" or "Best" , except as lawfully acquired;

(4) Harming the national dignity or interests;

(5) Hindering social stability or harming the public interest;

(6) endangering the safety of persons or property;

(7) Hindering societal public order or violating good social conduct;

(8) Having pornographic, superstitious, terrorist, violent or odious content;

(9) Having content which is ethnically, racially, religiously or sex-based discrimination;

(10) Hindering the protection of the environment, natural resources or cultural heritage;

(11) Other circumstances prohibited by the specific regulatory prohibitions in laws, administrative regulations and advertising norms.

Article 11: Advertisements must not impair the physical and mental health of minors or disabled persons.

Article 12: Where advertisements use cited content such as data, statistical information, investigative conclusions, abstracts or quotations, it shall be truthful and accurate, and clearly indicate the sources. Where there is a application range or validity period [or expiration date] for cited content, it shall be clearly indicated.

Article 13: Where an advertisement involves a patented product or process, it shall clearly indicate the patent number and type of patent.

Where patent rights have not been obtained, an advertiser shall not give false information in an advertisement that the patent right has been obtained.

It is prohibited in an advertisement to use a patent application for which patent rights have not been granted or to use a terminated, revoked or ineffective patent.

Article 14: Advertisements shall not belittle other manufacturers, operations or their merchandise or services.

Article 15: An advertisement shall be distinguishable and shall enable consumers to identify it as an advertisement.

The mass media must not publish advertisements in the form of news reports. Advertisements published through the mass media shall bear advertisement labels so as to differentiate them from other non-advertisement information, and must not mislead consumers.

Article 16: 药品、医疗器械广告的内容应当与药品监督管理部门依法批准的说明书、注册证明文件相符合。 The content of advertisements for medical treatment shall conform with the specified content of the professional license issued to the treatment establishment by the health authorities.

The publication of advertisements for prescription drugs outside of medical and pharmaceutical professional publications designated by the State. Advertisements for prescription drugs shall place text saying "this advertisment is provided solely to be read by medical and pharmaceutical professionals" in a conspicuous position; advertisements for non-prescription drugs shall place text saying "purchase and use this product in accordance with the instructions or as directed by a pharmacist," in a conspicuous position.

Recommendations for personal use of medical treatment appliances shall clearly state in the advertisement, "please carefully read the instruction booklet or purchase and use as directed by medical personnel." Where there are contraindications or precautions in a medical instrument's registration documents, advertisements shall clearly state " Carefully read the instructions for contraindications and precautions"

Article 17: 药品、医疗器械、医疗广告不得有下列内容:

(1) unscientific assertions or guarantees of efficacy;

(2) Statements of recovery rates or efficacy rates;

(3) Comparisons to the efficacy or safety of other medicines or medical instruments;

(4) Use of the name or image of scientific research units, academic organizations, medical treatment establishments, trade associations or patients for promotion or demonstration;

(5) Other content prohibited by laws or administrative regulations.

Article 18: 麻醉药品、精神药品、医疗用毒性药品、放射性药品等特殊药品,不得做广告。

Article 19: 农药、兽药、饲料和饲料添加剂广告关于适用范围、条件和功效的表述应当与农业主管部门批准的范围相符合,不得有下列内容:

(1) absolute assertions of safety;

(2) unscientific assertions or guarantees of efficacy;

(3) use of the name or image of a research and development unit, academic organization, technical institute, trade association or of an expert, a doctor or patient or consumer for promotion or demonstrations;

(4) effectiveness rates;

(5) Promises such as money-back guarantees or insurance protections ;

(6) Language, text or pictures that violate safe usage rules;

(7) Other content prohibited by law or administrative regulations.

Article 20: 禁止利用广播、电影、电视、报纸、期刊、图书、音像制品、电子出版物、移动通信网络、互联网等媒介和形式发布或者变相发布烟草广告。

It is prohibited to put up advertisements for tobacco at any kind of waiting room, cinema, theaters, conference halls, stadiums, libraries, cultural centers, museums, parks or other similar public places.

Publishing tobacco advertisements in media or venues other than those mentioned in the preceding clause shall be upon approval of the Industrial and commercial administrative department. Approved tobacco advertisements must say "smoking is harmful to health:.

Article 21: 烟草、酒类广告不得有下列情形:

(1) Showing images of smoking or drinking alcohol;

(2) Using the name or image of minors;

(3) Induction or temptation to smoke or drink alcohol, or promotion of immoderate alcohol consumption.

(4) Stating or implying that smoking is beneficial to health, relieves exhaustion or eases anxiety; or that drinking alcohol can relieve tension or nervousness, and invigorate.

Article 22: 教育、培训广告的内容应当与教育行政部门、人力资源和社会保障部门核发的办学许可证、备案的招生简章或者广告的内容相符合,不得有下列内容:



Article 23: 招商、投资咨询、金融服务或者有投资回报预期的商品或者服务广告,不得有下列内容:




Article 24: Real estate advertisements shall comply with the following requirements:

(1) Must not have financial or covertly financial financial content, and must not have promises on appreciation or returns on investment;

(2) Project locations shall be expressed as the actual distance from a specific reference or traffic artery, and must not be expresed in terms of necessary travel time;


(4) Where price is touched upon, it shall comply with relevant national provisions and clearly indicate the period of validity for the price.

(5) Where planned, or under construction, transportation, commercial or cultural and educational facilities are involved as well as other municipal government conditions, this shall be clearly expressed whether

(6) The area shall be clearly identified as the area of the building or the usable area.

Article 25: 农作物种子、林木种子、草种子、种畜禽、水产苗种和种养殖广告关于品种名称、生产性能、生长量或者产量、品质、特殊使用价值、经济价值、适宜种植或者养殖的范围和条件等方面的表述应当真实、清楚、明白。 依法需要审定的品种广告应当与审定公告的内容一致。 上述品种的广告不得有下列内容:

(1) scientifically unverifiable assertions;

(2) carrying out economic analysis, predictions or guarantees and promises;

(3) the use research units, academic institutions, technology industry associations or professionals, users, recommendationsof promotion agencies, research institutes, academic institutions, technology promotion organizations, industry associations or professionals, users, to make recommendations or proofs.

Article 26: 除国家批准的药品、医疗器械、医疗广告外,禁止其他任何广告涉及疾病治疗功能,并不得使用医疗用语或者易与药品混淆的用语。

Article 27: Where advertisements use content that is false or disingenuous to trick or mislead, it constitutes a false advertisement.

Where advertisements have any of the following, they are false advertisements:

(1) Where the merchandise or services being sold do not exist;

(2) marketing that is inconsistent with actual conditions of a goods' performance, function, origin, uses, quality, specifications, components, price, manufacturer, and effective period, sales status and information on awards and honors received; or of a service's content, form, quality, price, sales status, and information on awards and honors received; as well as information relevant to goods or services that can effect the promise of purchasing behavior or otherwise have a major impact on contract formation.

(3) use of false, fabricated or unverifiable scientific research, statistics, survey results, abstracts, quotations or other such data.

(4) false effects of the use of goods or receipt of services.

Article 28: State Council administrative department of industry and commerce shall, on the basis of this law, formulate specific regulations on advertisement norms, either alone or together with relevant departments of the State Council.

Chapter III: Advertising activities

Article 29: 广播电台、电视台、报刊出版单位、互联网站从事广告发布业务的,应当依法办理广告发布登记。

The advertising affairs of radio broadcasters, television stations and publishers of periodicals shall be handled by a specialized organization for advertising affairs.

Article 30: 广告主、广告经营者、广告发布者和广告荐证者之间在广告活动中应当依法订立书面合同。

Article 31: 广告主、广告经营者、广告发布者和广告荐证者不得在广告活动中进行任何形式的不正当竞争。

Article 32: An advertiser commissioning the design, production and publishing of advertisements shall retain advertising agents or advertisement publishers with lawful operating credentials.

Article 33: 广告主自行或者委托他人设计、制作、发布广告,应当具有或者提供真实、合法、有效的营业执照以及其他生产、经营资格的证明文件。 Sale of goods or services that requires an administrative approval or certification in accordance with law, shall provide documents for the relevant approval or certification. Where publication of advertisements is upon review from the relevant administrative departments, the relevant permissions shall be provided. Where the veracity of advertising content requires relevant supporting materials, the relevant supporting materials shall be provided. The production or operation credentials, authorization or certification documents, and relevant permission or supporting materials described above are jointly referred to as supporting documents.

Advertisers shall ensure the veracity of the content of their advertisements, and be responsible for the veracity of supporting documents they provide. Where in accordance with law, advertisers shall provide supporting documents proving the veracity of advertising content, but do not so provide, the content will be viewed as untrue.

Article 34: 广告主或者广告经营者在广告中使用他人名义、形象的,应当事先取得他人的书面同意;使用无民事行为能力人、限制民事行为能力人的名义、形象的,应当事先取得其监护人的书面同意。

Article 35: 广告经营者、广告发布者应当建立、健全广告审查管理制度,配备熟悉广告法律、行政法规的广告审查人员。 Advertising agents and publishers accepting commissions to design, create or publish advertisements shall examine the relevant supporting documents and verify the advertisement content.

Article 36: 广告经营者、广告发布者按照国家有关规定,建立、健全广告业务的承接登记、审核、档案管理制度。

Article 37: Advertising agents and publishers shall announce their fee standards and methods of accepting fees.

Article 38: 广告发布者向广告主、广告经营者提供的媒介覆盖率、收视率、点击率、发行量等资料应当真实。

Article 39: 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,不得设计、制作、发布广告。

Article 40: 广告荐证者在广告中对商品、服务进行推荐或者证明,应当依据事实,并且符合本法和有关法律、行政法规的规定。 广告主依法应当提供证明文件的,广告荐证者应当查验证明文件,核对广告内容。


Article 41: 有下列情形之一的,广告经营者不得提供广告设计、制作、代理服务,广告发布者不得发布广告,广告荐证者不得在其中进行推荐或者证明:




(4)Other advertisements that violate the law or administrative regulations.

Article 42: 不得在中小学校、幼儿园内开展广告活动,不得利用中小学生、幼儿的教科书、教辅材料、练习册、校服、校车等发布广告。


Article 43: In any of the following situations, an outdoor advertisement must not be set up:

(1) it exploits traffic safety facilities or traffic signage;

(2) impacting the use of municipal government public facilities, traffic safety facilities or traffic signage;

(3) It Obstructs production or the people's livelihoods, damaging the appearance or atmosphere of the city;

(4) within the controlled constuction area of a state organ or cultural preservation unit and, or historical or scenic location

(5) Within areas where installation of outdoor advertisements is prohibitted by a people's government at the county level or above.

Article 44: 户外广告的设置规划和管理办法,由当地县级以上地方人民政府组织工商行政管理、城市建设、环境保护、公安等有关部门制定。

Article 45: 任何组织或者个人未经当事人同意或者请求,或者当事人明确表示拒绝的,不得向其固定电话、移动电话或者个人电子邮箱发送广告。

Article 46: 对利用其场所或者信息传输平台进行的广告活动,公共场所的管理者或者电信运营商、互联网信息服务提供商,有权要求利用其场所或者信息传输平台发布广告的主体依法提供相关证明文件;对明知或者应知利用其场所或者信息传输平台发布违法广告的,应当予以制止。

Chapter IV: Oversight and Management

Article 47: 发布药品、医疗器械、医疗、农药、兽药等商品、服务的广告和法律、行政法规、国务院决定规定应当进行审查的其他广告,应当在发布前依照有关法律、行政法规、国务院决定由有关行政主管部门(以下称广告审查机关)对广告内容进行审查;未经审查,不得发布。

Article 48: 广告主申请广告审查,应当依照法律、行政法规、国务院决定向广告审查机关提交有关证明文件。

广告审查机关应当依照法律、行政法规、国务院决定作出审查决定。 广告审查机关应当通过政府网站及时向社会公布批准的广告。

Article 49: 任何单位和个人不得伪造、变造或者转让广告审查决定文件。

Article 50: administrative department of industry and commerce performing advertisement oversight and management duties may exercise the following powers:


(2) Questioning parties suspected of illegality, their legally-designated representatives or principle responsible person, and their relevant personnel; conducting investigations of relevant units or individuals.


(4) Read and reproduce contracts, receipts, accounting books, advertisements and other materials related to the suspected illegal advertising.



(7) Other powers provided by law or administrative regulations.


Article 51: 工商行政管理部门会同新闻出版广电、信息产业等主管部门,制定利用广播、电影、电视、报纸、期刊、电信网络、互联网等媒介发布广告的行为规范。

Article 52: Administrative departments of industry and commerce follow the provisions of this law to exercise their powers, parties shall assist and cooperate, and must not refuse or impede.

Article 53: 国务院工商行政管理部门应当建立广告监督管理信息系统,将广告主、广告经营者、广告发布者和广告荐证者的违法广告行为记入信用档案。

Article 54: 工商行政管理部门和有关主管部门及其工作人员对其在广告监督管理活动中知悉的商业秘密负有保密义务。

Article 55: 任何单位或者个人有权向工商行政管理部门和有关主管部门投诉、举报广告违法行为。 工商行政管理部门应当向社会公开受理投诉、举报的电话、信箱或者电子邮件地址,接到投诉、举报应当依法作出处理,并将处理结果及时告知投诉、举报人。

Chapter V: Legal Responsibility

Article 56: 违反本法规定,有下列行为之一的,由工商行政管理部门责令停止发布,责令广告主或者负有责任的广告经营者、广告发布者在相应范围内消除影响,没收广告费用,并处广告费用3倍以上5倍以下的罚款,广告费用无法计算的,处20万元以上100万元以下的罚款:

(1)publishing false advertisements;





2年内有3次以上前款所列违法行为或者有其他严重情节的,并处广告费用5倍以上10倍以下的罚款,依法停止其广告业务,直至吊销营业执照。 广告费用无法计算的,处100万元以上200万元以下的罚款。

Article 57: 违反本法规定,有下列行为之一的,由工商行政管理部门责令停止发布广告,没收广告费用,并处广告费用1倍以上3倍以下的罚款,广告费用无法计算的,处10万元以上50万元以下的罚款;情节严重的,并处广告费用3倍以上5倍以下的罚款,依法停止其广告业务,直至吊销营业执照,广告费用无法计算的,处50万元以上100万元以下的罚款:










Article 58: 违反本法第二十九条规定,广播电台、电视台、报刊出版单位、互联网站未取得广告发布登记,擅自从事广告发布业务的,由工商行政管理部门责令改正,没收违法所得,违法所得1万元以上的,并处违法所得1倍以上3倍以下的罚款;违法所得不足1万元的,并处5000元以上3万元以下的罚款。

Article 59: 广告经营者、广告发布者违反本法第三十六条、第三十七条、第三十八条规定,从事广告活动的,由工商行政管理部门责令改正,可以处1万元以上5万元以下的罚款;情节严重的,处5万元以上10万元以下的罚款。

Article 60: 广告荐证者明知或者应知广告虚假仍在广告中对商品、服务进行推荐或者证明的,由工商行政管理部门没收违法所得,并处违法所得1倍以上2倍以下的罚款;损害消费者合法权益的,依法承担连带责任。

Article 61: 违反本法第四十五条规定,向个人固定电话、移动电话或者个人电子邮箱发送广告的,由有关主管部门依照国家有关电信管理的规定查处。

Article 62: 违反本法第四十六条规定,公共场所的管理者和电信运营商、互联网信息服务提供者,明知或者应知广告活动违法不予制止的,由工商行政管理部门没收违法所得,违法所得5万元以上的,并处违法所得1倍以上3倍以下的罚款,违法所得不足5万元的,并处1万元以上5万元以下的罚款;情节严重的,由有关主管部门吊销有关经营许可证。

Article 63: 违反本法规定,隐瞒真实情况或者提供虚假材料申请广告审查的,广告审查机关不予受理或者不予颁发广告批准文号,予以警告,1年内不受理该申请人该商品或者服务的广告审查申请。


Article 64: 违反本法规定,伪造、变造或者转让广告审查决定文件的,由工商行政管理部门没收违法所得,并处1万元以上10万元以下的罚款。

Article 65: 违反本法规定,拒绝、阻挠工商行政管理部门监督检查的,由工商行政管理部门责令改正,对个人可以处2万元以下的罚款,对单位可以处10万元以下的罚款。

Article 66: 广播电台、电视台、报刊出版单位违反本法规定,发布违法广告的,工商行政管理部门通知新闻出版广电部门对广告发布者作出责令改正等行政处理措施;情节严重的,新闻出版广电部门应当停止媒体的相关业务,对直接负责的主管人员和其他直接责任人员依法给予处分。

Article 67: 违反本法规定,发布虚假广告,欺骗、误导消费者,使购买商品或者接受服务的消费者的合法权益受到损害的,由广告主依法承担民事责任;广告经营者、广告发布者明知或者应知广告虚假仍设计、制作、发布的,应当依法承担连带责任。

Advertising agents and advertising publishers that cannot provide the real name and address of an advertiser shall bear full civil liability.

Article 68: Where an advertiser, advertising agent or advertising publisher has any of the following conduct in violation of this law, they bear civil liability in accordance with law:

(1) harming the physical or psychological well-being of minors or disabled persons in an advertisement;

(2) Counterfeit others' patents;

(3) belittling other manufacturers and their merchandise or services;

(4) Using the name or image of others in an advertisement without their permission;

(5) Other infringements on the lawful civil rights and interests of others.


Article 69: 广告审查机关对违法的广告内容作出审查批准决定的,对直接负责的主管人员和其他直接责任人员,由其所在单位、上级机关、行政监察部门依法给予处分。

Article 70: 工商行政管理部门和广告审查机关的工作人员玩忽职守、滥用职权、徇私舞弊的,依法给予处分。

Article 71: Where violations of this Law constitute a crime, criminal liability is to be pursued in accordance with law.

Article 72: 实施本法第五十六条、第五十七条规定的行政处罚,广告费用明显偏低的,由工商行政管理部门根据广告发布者公布的收费标准确定广告费用。

Article 73: 担任因违反本法规定被吊销营业执照的公司、企业的法定代表人,对违法行为负有个人责任的,自该公司、企业被吊销营业执照之日起3年内不得担任公司、企业的董事、监事、高级管理人员。


Chapter VI: Supplementary Provisions

Article 74: 非商业广告的管理参照本法有关规定执行。

The nation encourages and supports the development of public interest advertisement activities, and advertisement publishers have a duty to publish or broadcast public interest advertisements, broadcast core socialist values, and advocate civility. Relevant work-units and individuals shall obey the national public interest advertisement provisions and have the duty to publish or broadcast public interest advertisements.

Work Units and individual are encouraged to participate in public interest advertising activities through methods such as capital, technology, labor, intellectual achievements.

Where railways, civil aviation, municipal public transportation or municipal public facilities are used to publish commercial advertisements, a certain portion shall be used for public interest advertisements.

Measures for the management off public interest advertisements will be formulated by the State Council administrative department for industry and commerce together with the relevant departments.

Article 75: 本法自 年 月 日起施行。

How did we do?

Average rating 0 / 5. Vote count: 0

A little feedback goes a long way

Sorry to hear that.

Remember our translations are works in progress, please only rate completed translations (with pictures at tops)

Tell us how we can improve this post? (Please be as specific as possible)

One Comment

Leave a Reply

Your email address will not be published. Required fields are marked *