SAMR to Deepen the Governance of the Internet Advertising Ecosystem

The State Administration for Market Regulation (SAMR) recently issued the Circular on Deepening the Governance of the Internet Advertising Ecosystem (the "Circular") and the Key Tasks for the Rectification of Market Order in the Internet Advertising Sector (the "Tasks").

The Circular introduces for the first time the concept of "governance of the internet advertising ecosystem". It sets forth the governance tasks in five areas, namely, improving the regulatory system for internet advertising, strengthening the primary responsibility of internet platform enterprises, increasing regulatory efforts in key sectors and emerging business forms, enhancing monitoring technologies and law enforcement capacity, and reinforcing guidance on advertising and its values, thereby providing an overall blueprint for advancing governance of the internet advertising ecosystem. The Tasks identify detailed initiatives in six aspects: tightening oversight of advertising orientation, enhancing supervision of advertising activities in livestream e-commerce, strengthening regulation of generative AI–based advertising, rectifying internet pop-up advertisements, rectifying "matrix" internet advertising placement, and further reinforcing the primary responsibility of internet platforms. All these initiatives aim to precisely address prominent issues and vigorously maintain a sound market order in the internet advertising sector.



(Source: https://www.samr.gov.cn/ggjgs/tzgg/art/2026/art_cf9803c8f145496d99c5ac9b0ac0bc4b.html

https://www.samr.gov.cn/ggjgs/tzgg/art/2026/art_203b54fe4a6c41608f77ba9f7b0a98ac.html)

Note: The link to the Chinese official website of the document is for your reference.