【中英文對照版】互聯(lián)網(wǎng)廣告管理辦法

1互聯(lián)網(wǎng)廣告管理辦法MeasuresfortheAdministrationofInternetAdvertising制定機關(guān)：制定機關(guān)：國家市場監(jiān)督管理總局發(fā)文字號：國家市場監(jiān)督管理總局令第72號公布日期：2023.02.25施行日期：2023.05.01效力位階：部門規(guī)章法規(guī)類別：廣告管理IssuingAuthority：StateAdministrationforMarketRegulationDocumentNumber：OrderNo.72oftheStateAdministrationforMarketRegulationDateIssued：02-25-2023EffectiveDate：05-01-2023LevelofAuthority：DepartmentalRulesAreaofLaw：AdvertisingManagementMeasuresforAdvertisingtheAdministrationofInternet互聯(lián)網(wǎng)廣告管理辦法(IssuedbyOrderNo.72oftheState（2023年2月25日國家市場監(jiān)AdministrationforMarketRegulationonFebruary督管理總局令第72號公布自25,2023,comingintoforceonMay1,2023)Article1ThislawisdevelopedtoregulateInternetadvertisingactivities,protectthelawful第一條為了規(guī)范互聯(lián)網(wǎng)廣rightsandinterestsofconsumers,promotethe告活動，保護消費者的合法權(quán)sounddevelopmentoftheInternetadvertising益，促進互聯(lián)網(wǎng)廣告業(yè)健康發(fā)industry,andmaintainthemarketeconomicorder展，維護公平競爭的市場經(jīng)濟秩offaircompetition,undertheAdvertisingLawofthePeople'sRepublicofChina(hereinafterreferredtoas“AdvertisingLaw”),theE-CommerceLawofthePeople'sRepublicofChina序，根據(jù)《中華人民共和國廣告法》（以下簡稱廣告法）《中華人民共和國電子商務(wù)法》（以下(hereinafterreferredtoasthe“E-Commerce簡稱電子商務(wù)法）等法律、行政Law”),andotherlawsandadministrativeregulations.法規(guī)，制定本辦法。2Article2TheAdvertisingLawandthese第二條在中華人民共和國Measuresshallapplytocommercialadvertising境內(nèi)，利用網(wǎng)站、網(wǎng)頁、互聯(lián)網(wǎng)activitieswhichdirectlyorindirectlymarketgoods應(yīng)用程序等互聯(lián)網(wǎng)媒介，以文orservices,throughwebsites,webpages,Internetapplicationprograms,andotherInternetmedia,intheformofscripts,images,audio,video,orothermeans,withintheterritoryofthe字、圖片、音頻、視頻或者其他形式，直接或者間接地推銷商品或者服務(wù)的商業(yè)廣告活動，適用People'sRepublicofChina.廣告法和本辦法的規(guī)定。Ifanylaw,administrativeregulation,departmental法律、行政法規(guī)、部門規(guī)章、強rule,mandatorynationalstandard,orotherrelevantprovisionprescribedbythestatesorequires,informationshallbedisplayed,marked,andnotified.Article3Internetadvertisementsshallbe制性國家標準以及國家其他有關(guān)規(guī)定要求應(yīng)當展示、標示、告知的信息，依照其規(guī)定。authenticandlawful,adheretocorrect第三條互聯(lián)網(wǎng)廣告應(yīng)當真orientations,presentadvertisingcontentina實、合法，堅持正確導向，以健soundformofexpression,andconformtothe康的表現(xiàn)形式表達廣告內(nèi)容，符requirementsoftheconstructionofsocialist合社會主義精神文明建設(shè)和弘揚spiritualcivilizationandthepromotionoftheexcellenttraditionalChineseculture.中華優(yōu)秀傳統(tǒng)文化的要求。Oneengagedinadvertisingactivitiesbythe利用互聯(lián)網(wǎng)從事廣告活動，應(yīng)當Internetshallcomplywithlawsandregulations,遵守法律、法規(guī)，誠實信用，公behonestandtrustworthy,andcompetefairly.平競爭。ThestateencouragesandsupportsInternet國家鼓勵、支持開展互聯(lián)網(wǎng)公益publicserviceadvertisingactivities,disseminates廣告宣傳活動，傳播社會主義核coresocialistvaluesandexcellenttraditional心價值觀和中華優(yōu)秀傳統(tǒng)文化，Chineseculture,andadvocatesproperpractices.倡導文明風尚。Article4TheprovisionsoftheAdvertisingLaw第四條利用互聯(lián)網(wǎng)為廣告andtheseMeasuresonadvertisementpublishers主或者廣告主委托的廣告經(jīng)營者shallapplytoanynaturalperson,legalperson,orotherorganizationthatpublishesadvertisementsbytheInternetforanadvertiseroranadvertisingagentactingonbehalfoftheadvertiser.發(fā)布廣告的自然人、法人或者其他組織，適用廣告法和本辦法關(guān)于廣告發(fā)布者的規(guī)定。3TheprovisionsoftheAdvertisingLawandtheseMeasuresonInternetinformationservice利用互聯(lián)網(wǎng)提供信息服務(wù)的自然providersshallapplytoanynaturalperson,legal人、法人或者其他組織，適用廣person,orotherorganizationthatprovides告法和本辦法關(guān)于互聯(lián)網(wǎng)信息服informationservicesbytheInternet;whereInternetadvertisementdesign,production,agency,orpublicationoranyotheractivityisengagedin,theprovisionsoftheAdvertisingLaw務(wù)提供者的規(guī)定；從事互聯(lián)網(wǎng)廣告設(shè)計、制作、代理、發(fā)布等活動的，應(yīng)當適用廣告法和本辦法andtheseMeasuresonadvertisingagents,關(guān)于廣告經(jīng)營者、廣告發(fā)布者等advertisingpublishers,andotherentitiesshallapply.主體的規(guī)定。Article5Anadvertisingindustryorganizationshall,inaccordancewithlaws,regulations,departmentalrules,anditsbylaw,formulate第五條廣告行業(yè)組織依照法律、法規(guī)、部門規(guī)章和章程的industrystandards,self-regulatoryconventions,規(guī)定，制定行業(yè)規(guī)范、自律公約andgroupstandards,strengthenindustryself-和團體標準，加強行業(yè)自律，引regulation,guidemembersinvoluntarilyholding導會員主動踐行社會主義核心價coresocialistvaluesandengaginginInternet值觀、依法從事互聯(lián)網(wǎng)廣告活advertisingactivitiesinaccordancewiththelaw,動，推動誠信建設(shè)，促進行業(yè)健promoteintegrity,andboostthesounddevelopmentoftheindustry.康發(fā)展。Article6Whereanylaworadministrative第六條法律、行政法規(guī)規(guī)regulationprohibitstheproductionorsaleofa定禁止生產(chǎn)、銷售的產(chǎn)品或者提productortheprovisionofaserviceorprohibitstheadvertisingofagoodorservice,noentityorindividualmaydesign,produce,serveasanagentfor,orpublishanyadvertisementbythe供的服務(wù)，以及禁止發(fā)布廣告的商品或者服務(wù)，任何單位或者個人不得利用互聯(lián)網(wǎng)設(shè)計、制作、Internet.代理、發(fā)布廣告。Publishingtobacco(includinge-cigarette)禁止利用互聯(lián)網(wǎng)發(fā)布煙草（含電advertisementsbytheInternetshallbeprohibited.子煙）廣告。Publishingprescriptiondrugadvertisementsby禁止利用互聯(lián)網(wǎng)發(fā)布處方藥廣theInternetshallbeprohibited,exceptwherelawsandadministrativeregulationsprovideotherwise.告，法律、行政法規(guī)另有規(guī)定的，依照其規(guī)定。4Article7Beforeanyadvertisementonamedicalservice,drug,medicalinstrument,pesticide,第七條發(fā)布醫(yī)療、藥品、veterinarydrug,dietarysupplement,orfoodfor醫(yī)療器械、農(nóng)藥、獸藥、保健食specialmedicalpurposesoranyadvertisement品、特殊醫(yī)學用途配方食品廣告otherwisesubjecttocensorshipinaccordancewiththeprovisionsoflawsandadministrativeregulationsispublished,therelevantdepartmentshallcensoradvertisingcontent;andthe等法律、行政法規(guī)規(guī)定應(yīng)當進行審查的廣告，應(yīng)當在發(fā)布前由廣告審查機關(guān)對廣告內(nèi)容進行審advertisementshallnotbepublishedwithoutundergoingcensorship.查；未經(jīng)審查，不得發(fā)布。AnInternetadvertisementsubjecttocensorshipshallbepublishedinstrictaccordancewiththe對須經(jīng)審查的互聯(lián)網(wǎng)廣告，應(yīng)當contentapprovedbycensorship,withoutediting,嚴格按照審查通過的內(nèi)容發(fā)布，assembling,ormodification.Iftheadvertising不得剪輯、拼接、修改。已經(jīng)審consentascensoredneedstobechanged,anew查通過的廣告內(nèi)容需要改動的，applicationforcensorshipoftheadvertisementshallbefiled.應(yīng)當重新申請廣告審查。Article8Publishinganadvertisementformedical第八條禁止以介紹健康、care,amedicinalproduct,amedicaldevice,a養(yǎng)生知識等形式，變相發(fā)布醫(yī)dietarysupplement,orfoodforspecialmedicalpurposesundertheguiseofimpartinghealthorhealthpreservationknowledge,amongothers,shallbeprohibited.療、藥品、醫(yī)療器械、保健食品、特殊醫(yī)學用途配方食品廣Ifhealthorhealthpreservationknowledgeisimparted,theaddress,contactinformation,介紹健康、養(yǎng)生知識的，不得在shoppinglink,oranyotherinformationofthe同一頁面或者同時出現(xiàn)相關(guān)醫(yī)distributororproviderofanyrelevantmedical療、藥品、醫(yī)療器械、保健食care,medicinalproduct,medicaldevice,dietary品、特殊醫(yī)學用途配方食品的商supplement,orfoodforspecialmedicalpurposes品經(jīng)營者或者服務(wù)提供者地址、shallnotbepresentedonthesamepageorconcurrently.聯(lián)系方式、購物鏈接等內(nèi)容。Article9AnInternetadvertisementshallbeidentifiable,enablingconsumerstoidentifyitasanadvertisement.第九條互聯(lián)網(wǎng)廣告應(yīng)當具有可識別性，能夠使消費者辨明其為廣告。5Forgoodsorservicesthatappearresultingfrom對于競價排名的商品或者服務(wù)，advertisementauction,anadvertisementpublishershallclearlyindicate“advertisement”toclearlydistinguishthemfromorganicsearchresults.Exceptundercircumstanceswherelawsand廣告發(fā)布者應(yīng)當顯著標明“廣告”，與自然搜索結(jié)果明顯區(qū)administrativeregulationsprohibitpublishing除法律、行政法規(guī)禁止發(fā)布或者advertisementsdirectlyorindisguise,when變相發(fā)布廣告的情形外，通過知promotinggoodsorservicesintheformofknowledgeimparting,experiencesharing,orconsumptionevaluation,amongmeans,accompaniedbyashoppinglinkoranyother識介紹、體驗分享、消費測評等形式推銷商品或者服務(wù)，并附加購物鏈接等購買方式的，廣告發(fā)purchasemethod,theadvertisementpublishershallclearlyindicate“advertisement.”布者應(yīng)當顯著標明“廣告”。Article10AnadvertiseroradvertisementpublisherpublishinganInternetadvertisementin第十條以彈出等形式發(fā)布theformofpop-up,amongothers,shall互聯(lián)網(wǎng)廣告，廣告主、廣告發(fā)布distinctivelyindicatetheclosingsigntoensure者應(yīng)當顯著標明關(guān)閉標志，確保one-clickclosingandshallnotfallunderthefollowingcircumstances:一鍵關(guān)閉，不得有下列情形：(1)Thereisnoclosingsign,ortheadvertisement（一）沒有關(guān)閉標志或者計時結(jié)canbeclosedonlyifitscountdownends.束才能關(guān)閉廣告；(2)Theclosingsignisfalse,isnotclearlyidentifiable,orisdifficulttolocate,amongothers,orthereisanobstacletoclosingtheadvertisement.（二）關(guān)閉標志虛假、不可清晰辨識或者難以定位等，為關(guān)閉廣告設(shè)置障礙；(3)Notlessthantwoclicksarerequiredtoclosetheadvertisement.（三）關(guān)閉廣告須經(jīng)兩次以上點擊；(4)Whenthesamepageorthesamedocumentisviewed,advertisementscontinuetopopupafterbeingclosed,affectingthenormaluseofthe（四）在瀏覽同一頁面、同一文檔過程中，關(guān)閉后繼續(xù)彈出廣告，影響用戶正常使用網(wǎng)絡(luò)；6networkbyusers.(5)Otheractsthataffectone-clickclosing.（五）其他影響一鍵關(guān)閉的行Theprovisionsoftheprecedingparagraphshallapplytotheappopenadvertisementsdisplayed啟動互聯(lián)網(wǎng)應(yīng)用程序時展示、發(fā)andpublishedwhenInternetapplicationprogramsareopened.布的開屏廣告適用前款規(guī)定。Article11Deceivingormisleadingusersbythe第十一條不得以下列方式followingmeansintoclickingonorviewing欺騙、誤導用戶點擊、瀏覽廣advertisementsshallbeimpermissible:(1)Afalsesystemorsoftwareupdate,anerrorreport,cleanup,anotification,oranyotherreminder.（一）虛假的系統(tǒng)或者軟件更新、報錯、清理、通知等提示；(2)Afalseplay,start,pause,stop,return,orothersign.（二）虛假的播放、開始、暫停、停止、返回等標志；(3)Afalserewardoffer.（三）虛假的獎勵承諾；(4)Otherwisedeceivingormisleadingusersintoclickingonorviewingadvertisements.（四）其他欺騙、誤導用戶點擊、瀏覽廣告的方式。Article12Advertisementsformedicalcare,medicinalproducts,dietarysupplements,foodsforspecialmedicalpurposes,medicaldevices,第十二條在針對未成年人的網(wǎng)站、網(wǎng)頁、互聯(lián)網(wǎng)應(yīng)用程cosmeticproducts,alcoholbeverages,or序、公眾號等互聯(lián)網(wǎng)媒介上不得cosmeticsurgeryoradvertisementsforonline發(fā)布醫(yī)療、藥品、保健食品、特videogamesadversetothephysicalandmental殊醫(yī)學用途配方食品、醫(yī)療器healthofminorsshallnotbepublishedonany械、化妝品、酒類、美容廣告，website,webpage,Internetapplicationprogram,以及不利于未成年人身心健康的officialaccount,orInternetmediadirectedatminors.網(wǎng)絡(luò)游戲廣告。7Article13Anadvertisershallberesponsiblefor第十三條廣告主應(yīng)當對互theauthenticityofInternetadvertisingcontent.聯(lián)網(wǎng)廣告內(nèi)容的真實性負責。WhereanadvertiserpublishesanInternetadvertisement,itsqualifications,administrative廣告主發(fā)布互聯(lián)網(wǎng)廣告的，主體licensing,andcitations,amongothers,shall資格、行政許可、引證內(nèi)容等應(yīng)complywiththerequirementsoflawsand當符合法律法規(guī)的要求，相關(guān)證regulations,andrelevantsupportingdocumentsshallbeauthentic,legal,andvalid.明文件應(yīng)當真實、合法、有效。廣告主可以通過自建網(wǎng)站，以及Anadvertisermaypublishadvertisementsin自有的客戶端、互聯(lián)網(wǎng)應(yīng)用程person,onitsownwebsiteoronitsownclient,Internetapplicationprogram,officialaccount,onlinestorepages,orotherInternetmedia;orbyanadvertisingagentoradvertisementpublisher.序、公眾號、網(wǎng)絡(luò)店鋪頁面等互聯(lián)網(wǎng)媒介自行發(fā)布廣告，也可以委托廣告經(jīng)營者、廣告發(fā)布者發(fā)布廣告。WhereanadvertiserpublishesanInternetadvertisementinperson,itshalldosoasrequired廣告主自行發(fā)布互聯(lián)網(wǎng)廣告的，bylawsandregulationsandcreateandupdatein廣告發(fā)布行為應(yīng)當符合法律法規(guī)atimelymannerarecordoftheadvertisement.的要求，建立廣告檔案并及時更Therelevantrecordshallbekeptfornotlessthan新。相關(guān)檔案保存時間自廣告發(fā)threeyearsoftheendofthepublicationoftheadvertisement.布行為終了之日起不少于三年。Whereanadvertiserpublishesanadvertisement廣告主委托發(fā)布互聯(lián)網(wǎng)廣告，修byagentandmodifiestheadvertisingcontent,it改廣告內(nèi)容時應(yīng)當以書面形式或shall,inwritingorbyanyothermeanswhichcanbeconfirmed,givetimelynotificationtotheadvertisingagentoradvertisementpublisherwhichprovidesitwithservices.者其他可以被確認的方式，及時通知為其提供服務(wù)的廣告經(jīng)營者、廣告發(fā)布者。Article14Advertisingagentsandadvertisement第十四條廣告經(jīng)營者、廣publishersshallestablish,improve,andimplementasystemforthemanagementoftheregistration,examination,andrecordsofacceptanceofInternetadvertisingengagements告發(fā)布者應(yīng)當按照下列規(guī)定，建立、健全和實施互聯(lián)網(wǎng)廣告業(yè)務(wù)的承接登記、審核、檔案管理制8inaccordancewiththefollowingprovisions:度：(1)Checkingandrecordingtherealidentity,addresses,effectivecontactinformation,andotherinformationofadvertisers,creatingrecords（一）查驗并登記廣告主的真實身份、地址和有效聯(lián)系方式等信ofadvertisements,checkingandupdatingthe息，建立廣告檔案并定期查驗更recordsregularly,andrecordingandkeeping新，記錄、保存廣告活動的有關(guān)relevantelectronicdataonadvertisingactivities;電子數(shù)據(jù)；相關(guān)檔案保存時間自andtherelevantrecordsshallbekeptfornotless廣告發(fā)布行為終了之日起不少于thanthreeyearsoftheendofthepublicationoftheadvertisements.三年；(2)Checkingrelevantsupportingdocumentsandverifyingtheadvertisingcontent.For（二）查驗有關(guān)證明文件，核對advertisementswithinconsistentcontentsor廣告內(nèi)容，對內(nèi)容不符或者證明incompletesupportingdocuments,theadvertising文件不全的廣告，廣告經(jīng)營者不agentshallnotprovidedesign,production,or得提供設(shè)計、制作、代理服務(wù)，agencyservices,andtheadvertisementpublishershallnotpublishthem.廣告發(fā)布者不得發(fā)布；(3)Havingadvertisingreviewersfamiliarwith（三）配備熟悉廣告法律法規(guī)的advertisinglawsandregulationsorestablishing廣告審核人員或者設(shè)立廣告審核anadvertisingreviewinstitution.機構(gòu)。ForthepurposesoftheseMeasures,“identityinformation”shallincludewithoutlimitationnamesandunifiedsocialcreditcodes(identificationnumbers).Advertisingagentsandadvertisingpublishers本辦法所稱身份信息包括名稱（姓名）、統(tǒng)一社會信用代碼（身份證件號碼）等。shallcooperateinaccordancewiththelawinthe廣告經(jīng)營者、廣告發(fā)布者應(yīng)當依investigationoftheInternetadvertisingindustry法配合市場監(jiān)督管理部門開展的conductedbymarketregulatoryauthoritiesand互聯(lián)網(wǎng)廣告行業(yè)調(diào)查，及時提供provideauthentic,accurate,andcompleteinformationinatimelymanner.真實、準確、完整的資料。Article15WhereInternetadvertisementsare第十五條利用算法推薦等publishedbyalgorithm-basedrecommendations方式發(fā)布互聯(lián)網(wǎng)廣告的，應(yīng)當將9oranyothermeans,therulesrelatedtothe其算法推薦服務(wù)相關(guān)規(guī)則、廣告algorithm-basedrecommendationservicesandrecordsofadvertisementdelivery,amongothers,投放記錄等記入廣告檔案。shallbeenteredintherecordsofadvertisements.Article16AnInternetplatformoperatorshalltake 第十六條互聯(lián)網(wǎng)平臺經(jīng)營measurestopreventandstopillegaladvertisementsintheprocessofprovidingInternetinformationservicesandcomplywiththefollowingprovisions:者在提供互聯(lián)網(wǎng)信息服務(wù)過程中應(yīng)當采取措施防范、制止違法廣告，并遵守下列規(guī)定：(1)Itshallrecordandkeeptherealidentity（一）記錄、保存利用其信息服informationofuserswhouseitsinformation務(wù)發(fā)布廣告的用戶真實身份信servicestopublishadvertisementsandkeepthe息，信息記錄保存時間自信息服recordsfornotlessthanthreeyearsoftheendof務(wù)提供行為終了之日起不少于三theprovisionofinformationservices.(2)Itshallmonitorandexaminetheadvertisingcontentpublishedbyusingitsinformation（二）對利用其信息服務(wù)發(fā)布的services;andifillegaladvertisementsare廣告內(nèi)容進行監(jiān)測、排查，發(fā)現(xiàn)discovered,itshalltakenecessarymeasures違法廣告的，應(yīng)當采取通知改suchasgivingnotificationtorequestcorrection,正、刪除、屏蔽、斷開發(fā)布鏈接deletion,blocking,anddisconnectingthelinkto等必要措施予以制止，并保留相thepublishedadvertisements,andkeeprelevantrecords.關(guān)記錄；(3)Itshallestablishaneffectivemechanismforacceptingandhandlingcomplaintsandreports,（三）建立有效的投訴、舉報受establishconvenientlinksforsubmitting理和處置機制，設(shè)置便捷的投訴complaintsandreportsormakepubliclyavailable舉報入口或者公布投訴舉報方complaintandreportmethods,andacceptandhandlecomplaintsandreportsinatimelymanner.式，及時受理和處理投訴舉報；(4)Itshallnotimpedeorobstructmarket（四）不得以技術(shù)手段或者其他regulatoryauthoritiesinmotoringadvertisements手段阻撓、妨礙市場監(jiān)督管理部bytechnicalmeansorothermeans.門開展廣告監(jiān)測；(5)ItshallcooperatewithmarketregulatoryauthoritiesintheinvestigationofInternetadvertisingviolations;andasrequiredbymarket（五）配合市場監(jiān)督管理部門調(diào)查互聯(lián)網(wǎng)廣告違法行為，并根據(jù)regulatoryauthorities,itshallkeeptheevidential市場監(jiān)督管理部門的要求，及時materialsofsuspectedillegaladvertisementsby采取技術(shù)手段保存涉嫌違法廣告technicalmeansandtruthfullyprovidethereal的證據(jù)材料，如實提供相關(guān)廣告identityinformationoftherelevantadvertisement發(fā)布者的真實身份信息、廣告修publishers,recordsofadvertisementmodification,改記錄以及相關(guān)商品或者服務(wù)的andinformationontransactionsinrelatedgoodsorservices,amongothers.交易信息等；(6)Itshall,accordingtotheserviceagreement（六）依據(jù)服務(wù)協(xié)議和平臺規(guī)則andplatformrules,takemeasuressuchaswarningandsuspendingorterminatingservicesagainstanyuserwhousesitsinformationservicestopublishillegaladvertisements.對利用其信息服務(wù)發(fā)布違法廣告的用戶采取警示、暫?；蛘呓K止服務(wù)等措施。Article17Publishingandsendingadvertisements第十七條利用互聯(lián)網(wǎng)發(fā)bytheInternetshallneitheraffectthenormaluse布、發(fā)送廣告，不得影響用戶正ofthenetworkbyusersnorinsertadvertisementsrankedbyauctionamongtheresultsofasearchforagovernmentservicewebsite,webpage,Internetapplicationprogram,orofficialaccount,常使用網(wǎng)絡(luò)，不得在搜索政務(wù)服務(wù)網(wǎng)站、網(wǎng)頁、互聯(lián)網(wǎng)應(yīng)用程序、公眾號等的結(jié)果中插入競價amongothers.排名廣告。Withouttheconsentorrequestofauser,ordespiteoftheunequivocalrefusalbyauser,未經(jīng)用戶同意、請求或者用戶明Internetadvertisementsshallnotbesenttothe確表示拒絕的，不得向其交通工meansoftransportation,navigationsystem,or具、導航設(shè)備、智能家電等發(fā)送smarthomeappliance,amongothers,oftheuser,互聯(lián)網(wǎng)廣告，不得在用戶發(fā)送的norshallanadvertisementoralinktoan電子郵件或者互聯(lián)網(wǎng)即時通訊信advertisementbeattachedtotheemailsorInternetinstantmessagessentbytheuser.息中附加廣告或者廣告鏈接。Article18WhenpublishinganInternet第十八條發(fā)布含有鏈接的advertisementcontainingalink,anadvertiser,互聯(lián)網(wǎng)廣告，廣告主、廣告經(jīng)營advertisementagent,oradvertisementpublisher者和廣告發(fā)布者應(yīng)當核對下一級shallchecktheadvertisingcontentrelatedtothe鏈接中與前端廣告相關(guān)的廣告內(nèi)advertisementtowhichthelinkleads.Article19Asellerofgoodsorserviceprovider第十九條商品銷售者或者carryingoutapromotionofitsgoodsorservices服務(wù)提供者通過互聯(lián)網(wǎng)直播方式bymeansoflivestreamwhichconstitutesacommercialadvertisementshallhavetheresponsibilityanddutyofanadvertiseraccordingtothelaw.Alivestreamchanneloperatorwhoacceptsan推銷商品或者服務(wù)，構(gòu)成商業(yè)廣告的，應(yīng)當依法承擔廣告主的責任和義務(wù)。engagementtoprovideadvertisementdesign,直播間運營者接受委托提供廣告production,agency,andpublicationservicesshall設(shè)計、制作、代理、發(fā)布服務(wù)havetheresponsibilityanddutyofanadvertising的，應(yīng)當依法承擔廣告經(jīng)營者、agentandadvertisementpublisherinaccordancewiththelaw.廣告發(fā)布者的責任和義務(wù)。Alivestreammarketerwhoacceptsanengagementtoprovideadvertisementdesign,直播營銷人員接受委托提供廣告production,agency,andpublicationservicesshall設(shè)計、制作、代理、發(fā)布服務(wù)havetheresponsibilityanddutyofanadvertising的，應(yīng)當依法承擔廣告經(jīng)營者、agentandadvertisementpublisherinaccordancewiththelaw.廣告發(fā)布者的責任和義務(wù)。Alivestreammarketerwhomakesarecommendationorcertificationofgoodsor直播營銷人員以自己的名義或者servicesinhisorhernameorwithhisorher形象對商品、服務(wù)作推薦、證imagewhichconstitutesanendorsementshall明，構(gòu)成廣告代言的，應(yīng)當依法havetheresponsibilityanddutyofanendorserinaccordancewiththelaw.承擔廣告代言人的責任和義務(wù)。Article20TheimpositionofanadministrativepenaltyforanillegalInternetadvertisementshallbeunderthejurisdictionofthemarketregulatoryauthorityintheplacewheretheadvertisement第二十條對違法互聯(lián)網(wǎng)廣告實施行政處罰，由廣告發(fā)布者所在地市場監(jiān)督管理部門管轄。publisherislocated.Ifthemarketregulatory廣告發(fā)布者所在地市場監(jiān)督管理authorityintheplacewheretheadvertisement部門管轄異地廣告主、廣告經(jīng)營publisherislocatedhasdifficultyinexercising者、廣告代言人以及互聯(lián)網(wǎng)信息jurisdictionoveranon-localadvertiser,advertising服務(wù)提供者有困難的，可以將違agent,endorser,orInternetinformationservice法情況移送其所在地市場監(jiān)督管provider,itmaytransfertheillegalityfordispositionbythemarketregulatoryauthorityin理部門處理。廣告代言人為自然theplacewheretheadvertiser,advertisingagent,人的，為廣告代言人提供經(jīng)紀服endorser,orInternetinformationserviceprovider務(wù)的機構(gòu)所在地、廣告代言人戶islocated.Theplacewheretheendorseris籍地或者經(jīng)常居住地為其所在located,inthecaseofanaturalperson,istheplacewheretheinstitutionprovidingbookingagentservicesfortheendorserislocatedortheplaceofhouseholdregistrationorhabitualresidenceoftheendorser.Wherethemarketregulatoryauthorityintheplace廣告主所在地、廣告經(jīng)營者所在wheretheadvertiseroradvertisingagentislocatedfirstdiscoversacluetotheviolationorreceivesacomplaintorreport,itmayalsoexercisejurisdiction.Theimpositionofanadministrativepenaltyonan地市場監(jiān)督管理部門先行發(fā)現(xiàn)違法線索或者收到投訴、舉報的，也可以進行管轄。advertiserwhopublishesanillegaladvertisement對廣告主自行發(fā)布違法廣告的行withoutpermissionshallbeunderthejurisdiction為實施行政處罰，由廣告主所在ofthemarketregulatoryauthorityintheplacewheretheadvertiserislocated.地市場監(jiān)督管理部門管轄。Article21Marketregulatoryauthoritiesmay 第二十一條市場監(jiān)督管理exercisethefollowingpowersaccordingtothelawwheninvestigatingandmakingdispositionastoillegalInternetadvertisements:部門在查處違法互聯(lián)網(wǎng)廣告時，可以依法行使下列職權(quán)：(1)Conductinganon-siteinspectionoftheplace（一）對涉嫌從事違法廣告活動suspectedofanyillegaladvertisingactivity.的場所實施現(xiàn)場檢查；(2)Interviewingapartysuspectedofanyviolation（二）詢問涉嫌違法當事人或者oflaworthelegalrepresentative,primarypersonincharge,andotherrelevantpersonsofthepartyandinvestigatingtherelevantentitiesorindividuals.其法定代表人、主要負責人和其他有關(guān)人員，對有關(guān)單位或者個人進行調(diào)查；(3)Requiringthepartysuspectedofanyviolationoflawtoprovidetherelevantcertificationdocumentswithinaprescribedtimelimit.（三）要求涉嫌違法當事人限期提供有關(guān)證明文件；(4)Consultingorduplicatingthecontracts,negotiableinstruments,accountbooks,worksof（四）查閱、復(fù)制與涉嫌違法廣advertising,anddataontheInternetadvertisingin告有關(guān)的合同、票據(jù)、賬簿、廣connectionwithanysuspectedillegaladvertisement,includingpreservingInternetadvertisingcontentbyscreenshots,screenrecordings,savingwebpages,taking告作品和互聯(lián)網(wǎng)廣告相關(guān)數(shù)據(jù)，包括采用截屏、錄屏、網(wǎng)頁留存、拍照、錄音、錄像等方式保photographs,audiorecording,videorecording,andothermeans.存互聯(lián)網(wǎng)廣告內(nèi)容；(5)Seizingorimpoundingtheadvertisingitems,（五）查封、扣押與涉嫌違法廣thetoolsandequipmentusedforoperations,andotherpropertydirectlyrelatedtotheadvertisementsuspectedofanyviolationoflaw.告直接相關(guān)的廣告物品、經(jīng)營工具、設(shè)備等財物；(6)Orderingthesuspensionofpublishinganadvertisementwhichissuspectedofanyviolationoflawandmayhasanyseriousconsequence.（六）責令暫停發(fā)布可能造成嚴重后果的涉嫌違法廣告；(7)Otherpowersspecifiedadministrativeregulations.bylawsand（七）法律、行政法規(guī)規(guī)定的其他職權(quán)。Whenmarketregulatoryauthoritiesexercisethe市場監(jiān)督管理部門依法行使前款powerasprovidedforintheprecedingparagraphinaccordancewiththelaw,thepartyshallgivesupportandassistance,andmaynotrefuse,frustrate,orconcealfacts.規(guī)定的職權(quán)時，當事人應(yīng)當協(xié)助、配合，不得拒絕、阻撓或者隱瞞真實情況。Article22Thetechnicalmonitoringrecord第二十二條市場監(jiān)督管理materialsonInternetadvertisingcollectedby部門對互聯(lián)網(wǎng)廣告的技術(shù)監(jiān)測記marketregulatoryauthoritiesmaybeusedas錄資料，可以作為對違法廣告實evidenceforimposingadministrativepenaltiesor施行政處罰或者采取行政措施的administrativemeasuresfortheillegaladvertising.證據(jù)。Article23AnyviolationofArticles6and12oftheseMeasuresshallbepunishableinaccordancewithArticle57oftheAdvertisingLaw.第二十三條違反本辦法第六條、第十二條規(guī)定的，依照廣告法第五十七條規(guī)定予以處罰。Article24WhereArticle7oftheseMeasuresisviolatedbypublishinganInternetadvertisement第二十四條違反本辦法第withoutcensorshiporfailingtopublishanInternet七條規(guī)定，未經(jīng)審查或者未按廣advertisementaccordingtothecontentapproved告審查通過的內(nèi)容發(fā)布互聯(lián)網(wǎng)廣bycensorshipofadvertising,penaltiesshallbe告的，依照廣告法第五十八條規(guī)imposedinaccordancewithArticle58oftheAdvertisingLaw.定予以處罰。Article25WhereArticles8and9ofthese第二十五條違反本辦法第Measuresareviolatedbypublishingindisguise八條、第九條規(guī)定，變相發(fā)布醫(yī)anadvertisementformedicalcare,medicinal療、藥品、醫(yī)療器械、保健食products,medicaldevices,dietarysupplements,orfoodsforspecialmedicalpurposesorbyanInternetadvertisementnotidentifiable,penaltiesshallbeimposedinaccordancewithparagraph3品、特殊醫(yī)學用途配方食品廣告，或者互聯(lián)網(wǎng)廣告不具有可識別性的，依照廣告法第五十九條ofArticle59oftheAdvertisingLaw.第三款規(guī)定予以處罰。Article26WhereArticle10oftheseMeasuresis第二十六條違反本辦法第violatedbypublishingInternetadvertisementsin十條規(guī)定，以彈出等形式發(fā)布互theformofpop-upwithoutdistinctivelyindicating聯(lián)網(wǎng)廣告，未顯著標明關(guān)閉標theclosingsigntoensureone-clickclosing,志，確保一鍵關(guān)閉的，依照廣告penaltiesshallbeimposedinaccordancewith法第六十二條第二款規(guī)定予以處paragraph2ofArticle62oftheAdvertisingLaw.Ifanadvertisercommitstheactspecifiedintheprecedingparagraph,themarketregulatory廣告發(fā)布者實施前款規(guī)定行為authorityatorabovethecountylevelshallorderit的，由縣級以上市場監(jiān)督管理部totakecorrectiveactionandifitrefusestodoso,門責令改正，拒不改正的，處五fineitnotlessthan5,000yuannormorethan30,000yuan.千元以上三萬元以下的罰款。Article27WhereArticle11oftheseMeasuresis第二十七條違反本辦法第violatedbydeceivingormisleadingusersinto十一條規(guī)定，欺騙、誤導用戶點clickingonorviewingadvertisements,the擊、瀏覽廣告的，法律、行政法provisionsestablishedbylawsandadministrative規(guī)有規(guī)定的，依照其規(guī)定；法regulations,ifany,shallapply;oriflawsand律、行政法規(guī)沒有規(guī)定的，由縣administrativeregulationsaresilent,themarket級以上市場監(jiān)督管理部門責令改regulatoryauthorityatorabovethecountylevel正，對廣告主、廣告經(jīng)營者、廣shallordercorrectiveactionandfinethe告發(fā)布者處五千元以上三萬元以advertiser,advertisingagent,andadvertisementpublishereachnotlessthan5,000yuannormorethan30,000yuan.下的罰款。Article28Whereanadvertisingagentoradvertisingpublisherviolatesparagraph1ofArticle14,Article15,andArticle18ofthese第二十八條違反本辦法第十四條第一款、第十五條、第十Measuresbyfailingtoestablishandimprovean八條規(guī)定，廣告經(jīng)營者、廣告發(fā)advertisingbusinessmanagementsystem布者未按規(guī)定建立、健全廣告業(yè)accordingtoapplicableprovisionsorfailingto務(wù)管理制度的，或者未對廣告內(nèi)checkadvertisingcontent,penaltiesshallbe容進行核對的，依據(jù)廣告法第六imposedinaccordancewithparagraph1ofArticle60oftheAdvertisingLaw.十條第一款規(guī)定予以處罰。Ifanadvertiserviolatesparagraph4ofArticle13,Article15,andArticle18oftheseMeasuresby違反本辦法第十三條第四款、第failingtoestablishrecordsofadvertisements十