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Détails Détails Année de version 2015 Dates Entrée en vigueur: 1 septembre 2015 Adopté/e: 24 avril 2015 Type de texte Lois en rapport avec la propriété intellectuelle Sujet Brevets (Inventions), Marques, Concurrence, Information non divulguée (Secrets commerciaux) Sujet (secondaire) Divers Notes The Advertisement Law of the People's Republic of China of October 27, 1994, was amended and revised for the first time by the Standing Committee of the People’s Congress on April 24, 2015, since its adoption on October 27, 1994.
It was promulgated by the Order No. 22 of the President of the People's Republic of China and came into force on September 1, 2015.

The revised Law is divided into 6 chapters and 75 articles:
-Chapter I “General Provisions” (Articles 1-7);
-Chapter II “Advertising Content Guidelines” (Articles 8-28);
-Chapter III “Advertising Code of Practice” (Articles 29-45);
-Chapter IV “Supervision and Administration of Advertisements” (Articles 46-54);
-Chapter V “Legal Responsibility” (Articles 55-73);
-Chapter VI “Supplementary Provisions” (Article 74-75).

The revised Law brings the following significant changes to the regulatory regime for advertising activities in China:
(i)establishing strict regulations of the scope and content of advertisements relating to the expansion of definition of “advertisements” and “advertisers”, the restrictions on advertising to children (Articles 20, 38-40) and the stringent controls over the advertising of specific products and services, e.g. healthcare and tobacco (Articles 16, 18, 22 and 26);
(ii) providing specific measures to deal with false advertising (Articles 28, 56 and 60);
(iii) tightening rules for methods of advertising (Articles 38, 43 to 45); and
(iv) increasing the penalties for illegal advertisements and the authorities’ powers of enforcement (Articles 7 and 55).

The revised Law contains provisions relating to the prohibition of the use of the National Flag or the National Emblem of the People’s Republic of China for advertising (Article 9(1)); the prohibition of the use of tobacco trademarks and brand names in the advertising of other products and services (new Article 22); the duty not to disclose trade secrets of the employees of the Industry and Commerce Administration Department and
relevant departments (new Article 52); the patent marking requirements in an advertisement (Article 12) and penalties for violation of these requirements (new Article 59(3)); and the civil liability imposed upon advertisers, advertising agents or advertisement publishers who pass off a patent of another person as their own (Article 69(2)).

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Texte(s) principal(aux) Textes connexe(s)
Texte(s) princip(al)(aux) Texte(s) princip(al)(aux) Chinois 中华人民共和国广告法 (经修订的2015年9月1日)         Anglais Advertisement Law of the People's Republic of China (as amended on September 1, 2015)        

Presidential Order No. 22 People’s Republic of China

The Advertising Law of the People’s Republic of China has been amended and adopted by the Fourteenth Meeting of the Standing Committee of the Twelfth National People’s Congress on April 24, 2015, and is hereby released for implementation from September 1, 2015.

Xi Jinping, President People’s Republic of China

April 24, 2015 (http://www.gov.cn/xinwen/2015-04/24/content_2852812.htm)

Advertising Law of the People’s Republic of China

(First adopted at the Tenth Meeting of the Standing Committee of the Eighth National People’s Congress on Oct 27, 1994, and amended at the Fourteenth Meeting of the Standing Committee of the Twelfth National People’s Congress

on April 24, 2015) (http://www.gov.cn/xinwen/2015-04/25/content_2852914.htm)

Content Chapter 1 General provisions Chapter 2 Principles on content of advertising Chapter 3 Standards on conduct of advertising Chapter 4 Supervision and administration Chapter 5 Legal liabilities Chapter 6 Supplementary provisions

Chapter 1 General provisions

Article 1 This Law is enacted to standardize advertising activities, protect the lawful rights and interests of consumers, facilitate the healthy development of advertising sector, and maintain social and economic order.

Article 2 This Law applies to commercial advertising activities by commodity operators or service providers to directly or indirectly introduce the commodities or services that they promote through certain media and form in the territories of the People’s Republic of China.

Advertiser in this Law shall mean natural person, legal person or other organization that designs, produces and publishes advertising on its own or by commissioning others to promote commodity or service.

Advertising Operator in this Law shall mean natural person, legal person or other organization that is commissioned to provide advertising design, production and agent services.

Advertising Publisher in this Law shall mean natural person, legal person or other organization that publishes advertising for advertiser or advertising operator that is commissioned by advertiser.

Endorser in this Law shall mean natural person, legal person or other organization, other than the advertiser, that recommends and testifies for commodity or service in their own name or image.

Article 3 Adverting should be truthful and lawful, express advertising content in healthy formats, and comply with mandates for building Socialist spiritual civilization and promoting outstanding traditional Chinese ethnic cultures.

Article 4 Advertising should not contain false or misleading content, or cheat or mislead consumers.

Advertiser shall be responsible for the truthfulness of the advertising content.

Article 5 When engaging in advertising activities, Advertiser, Advertising Operator and Advertising Publisher shall comply with laws and regulations, be honest and creditworthy, and compete fairly.

Article 6 Industry and commerce administrative authority of the State Council shall be in charge of supervision and administration of adverting in the nation, and relevant departments of the State Council shall be responsible for advertising administration related work according to their respective roles and responsibilities.

Local industry and commerce administrative authority at county and above levels shall be in charge of advertising supervision and administration in their jurisdiction, and relevant departments of local people’s government at county and above levels shall be responsible for advertising administration related work according to their respective roles and responsibilities.

Article 7 Advertising sector organizations should, according to provisions of laws, regulations and charter, develop standards, strengthen self-discipline, and promote development in the sector, guide members to undertake advertising activities according to law, and promote building credibility in the sector.

Chapter 2 Principles on content of advertising

Article 8 Advertising should be accurate, clear and easy to understand when describing commodity performance, function, origin, usage, quality, ingredients/components, price, manufacturer, valid period and guarantee, among others, or service items, provider, format, quality, price and guarantee, among others, if any.

If the advertising indicates there are supplementary free offers together with the commodity or service being promoted, it should explicitly state the type, specification, quantity, period and method of supplementary freely offered commodity or service.

Content that laws and regulations require to be explicitly noted should be clear and legible.

Article 9 The following is not allowed in advertising: 1) Overt or covert use of national flag, anthem or emblem of People’s

Republic of China or military flag, anthem or emblem; 2) Overt or covert use of the name or image of national public institute or

staff of national public institute; 3) Use of words such as “national-level”, “the most” and “the best”, among

others; 4) Causing detriment to national dignity or interests, or disclosing national

secrets; 5) Interfering with social stability, or causing detriment to social and public

interests; 6) Harming personal or property safety, or disclosing privacy; 7) Interfering with social public order, or going against good social norm; 8) Containing obscene, pornographic, gambling, superstitious, terrifying,

or violent content; 9) Containing discrimination based on nationality, race, religion, or

gender; 10) Affecting protection of environment, natural resources or cultural

heritage; 11) Other situations prohibited by laws and regulations. Article 10 Advertising should not cause harm to the physical and mental

health of minors and the disabled. Article 11 In case any content in the advertising requires administrative

permission, such content should match the permission. Where the advertising cites data, statistics, survey, excerpt or quotation,

among others, such citation should be truthful and accurate and include sources. If scope of usage or valid period applies to the citation, such scope or period should be explicitly noted.

Article 12 Where the advertising mentions patented product or method, the patent number and type should be noted.

If no patent is obtained, the advertising should not lie about obtaining patent.

It is forbidden to use unapproved application for patent, or terminated, withdrawn or invalid patent in advertising.

Article 13 Advertising should not devalue the commodity or service of other manufacturer or operator.

Article 14 Advertising should be identifiable, so that consumers can see it is an advertisement.

Mass media should not publish covert advertising by means of news report. Advertising published in mass media should be clearly noted as “Advertising”, to differentiate it from other non-advertising content and avoid misleading consumers.

Advertising on radio and television should abide by regulations on length and method of advertising promulgated by relevant department of the State Council, and carry obvious prompt on length of advertising.

Article 15 No advertising is allowed for special drugs such as narcotic, psychotropic, medicinal toxic and radioactive drugs, pharmaceutical chemical substances that can be easily turned into toxins, and drugs, medical devices and therapy for treating addiction to drugs.

Prescribed drugs not covered by the previous paragraph can only be advertised in medical and pharmaceutical professional publications jointly named by health and drug supervision and administration departments of the State Council.

Article 16 The following content is not allowed in advertising for medical, pharmaceutical and medical devices:

1) Assertion or guarantee on efficacy or safety; 2) Rate of cure or efficacy; 3) Comparing efficacy or safety with other drug or medical device, or with

other medical organization; 4) Using Endorser to recommend or testify; 5) Other content prohibited by laws and regulations. Content of advertising for drugs should be consistent with the instruction

approved by drug supervision and administration department of the State Council, and should clearly note contraindications and adverse effects. Advertising for prescribed drugs should clearly note “This advertisement is only intended for medical and pharmaceutical professionals”, and advertising for non-prescription drugs should clearly note “Please purchase and use as per drug instruction or pharmaceutical guidance”.

Advertising for medical device that is recommended for personal use should clearly note “Please read product manual carefully, or purchase and use under the guidance of medical professional”. Where the registration and certificate documentation of medical device contains contraindications or cautions, its advertising should clearly note “For details of contraindications and cautions, please see product manual”.

Article 17 With the exception of advertising for medical service, drug and device, no advertising should mention efficacy in curing diseases, or use medical jargon or use words that are prone to cause consumers to confuse the commodity being promoted with medical drug or device.

Article 18 The following content is not allowed in advertising for functional food:

1) Assertion or guarantee on efficacy and safety; 2) Mention of functions in preventing or curing diseases;

3) Claiming or implying the advertised commodity is essential for ensuring health;

4) Comparing it with drug or other functional food; 5) Use Endorser to recommend or testify; 6) Other content prohibited by laws and regulations. Advertising for functional foods should clearly note “This product is not

intended to replace drugs”. Article 19 Radio, television, newspaper and audio/video publishing house

and Internet information providers should not publish covert advertising for medical service, drug and device and functional food by means of presenting health and regimen knowledge, among others.

Article 20 It is prohibited to publish advertising for infant milk products, drinks or other foods that claim to fully or partially substitute breast milk in mass media or public places.

Article 21 The following content is not allowed in advertising for pesticide, veterinary drug, feed and feed addictives:

1) Assertion or guarantee for efficacy and safety; 2) Using the name or image of scientific research, academic, technology

promotion organization, industry association, professional or user; 3) Indication of rate of efficacy; 4) Text, language or picture that violates safe usage procedures; 5) Other content prohibited by laws and regulations. Article 22 It is prohibited to publish tobacco advertising in mass media,

public place, means of public transport, or outdoors. It is prohibited to distribute any form of tobacco advertising to minors.

It is prohibited to use advertising and public interest announcement for other commodity or service to promote tobacco product name, trademark, package, design and similar content.

Announcement for change of address, name and job opening, among others, published by tobacco product manufacturer or seller, should not contain tobacco product name, trademark, package, design or similar content.

Article 23 Advertising for alcohol should not contain the following content: 1) Seducing or enticing people to drink, or promote uncontrolled drinking; 2) Depiction of drinking behavior; 3) Showing driving vehicle, operating vessel, or piloting airplane, among

others; 4) Explicitly or implicitly indicating drinking has the efficacy of mitigating

tension and anxiety, or improving physical vitality, among others; Article 24 Advertising for education and training should not include the

following content: 1) Explicit or implicit guarantee on admission to higher level of school,

passing exam, obtaining academic degree or qualification diploma, or effect of education or training;

2) Explicit or implicit indication that relevant exam organization or its staff or exam preparation staff is involved in the education or training;

3) Use the name or image of scientific research, academic or education organization, industry association, professional or beneficiary to recommend or testify.

Article 25 Advertising for commodity or service that has expectation for investment returns such as invitation to investors should include reasonable reminder or warning on potential risk and bearing liabilities thereof, and should not include the following content:

1) Making guarantee on future outcome, returns or other relevant aspects, explicitly or implicitly indicating guaranteed return of principal, risk free, or guaranteed returns, among others, except where the State may stipulate otherwise;

2) Use the name or image of academic organization, industry association, professional or beneficiary to recommend or testify.

Article 26 Advertising for real estate should contain truthful housing source information, note whether the stated area is floor or carpet area, and should not contain the following content:

1) Promise on value increase or return on investment; 2) Indicating location by stating the time needed to reach a specific

landmark; 3) Violation of State provisions on pricing; 4) Misleading statements on transport, commercial, cultural, and

educational facilities and other urban administration aspects, planned or in construction.

Article 27 Advertising for seeds of agricultural crops, trees and grass, breeder livestock and poultry, aquatic breeding, farming and culture on name of type, growth performance, production volume, quality, resistance, special use value, economic value, appropriate scope or conditions for growing, among others, should be true, clear and easy to understand, and should not contain the following:

1) Assertion that cannot be verified scientifically; 2) Assertion or guarantee on efficacy; 3) Analysis, forecast or guarantee on economic benefit; 4) Using the name or image of scientific, academic or technology

promotion organization, industry association, professional or user to recommend or testify.

Article 28 An advertising is a false one when it cheats or misleads consumers using false or misleading content.

An advertising is a false one in any of the following cases: 1) The commodity or service does not exist; 2) Commodity performance, function, origin, usage, quality, specifications,

ingredients/components, price, manufacturer, valid period, sales and awards, among others, or service items, provider, format, quality, price, sales and

awards, among others, or promise related to the commodity or service, among others, does not match the actual situation and has a material influence on the purchase decision;

3) Using fictional, falsified, or unsubstantiated scientific research, statistics, survey, excerpt or quotation, as supporting material;

4) Fabricating efficacy of using the commodity or service; 5) Other situations in which false or misleading content is used to cheat or

mislead consumers.

Chapter 3 Standards on conduct of advertising

Article 29 If a radio, television, or newspaper or periodical publishing house is engaged in publishing of advertising, it should have an organization dedicated to advertising business, appoint necessary staff, have premise and equipment appropriate for publishing advertising, and register for publishing advertising with local industry and commerce administration department at county or above levels.

Article 30 Advertiser, Advertising Operator and Advertising Publisher should enter into written contract between each other in an advertising activity.

Article 31 Advertiser, Advertising Operator and Advertising Publisher should not engage in any form of unfair competition in an advertising activity.

Article 32 When Advertiser commissions others to design, produce and publish advertising, it should commission Advertising Operator and Advertising Publisher with legal operation qualifications.

Article 33 When an Advertiser or Advertising Operator uses another person’s name or image in the advertising, prior written consent should be obtained; when the name or image of a person who has no or limited civil act capacity, prior written consent should be obtained from the person’s guardian.

Article 34 Advertising Operator and Advertising Publisher should establish and perfect registration, approval and filing for advertising business according to relevant State provisions.

Advertising Operator and Advertising Publisher should check relevant supporting documentation according to laws and regulations, and verify the advertising content. If the content does not match or there is insufficient documentation, Advertising Operator should not provide design, production and agent service, and Advertising Publisher should not publish the advertising.

Article 35 Advertising Operator and Advertising Publisher should announce its charge standards and methods.

Article 36 Information provided by Advertising Publisher to Advertiser and Advertising Operator on coverage, rating, number of clicks and circulation should be accurate.

Article 37 Where laws and regulations prohibit the production and sale of a commodity, or offering of a service, or publishing of advertising for certain

commodity or service, no organization or individual is allowed to design, produce, act as agent, or publish advertising.

Article 38 When an Endorser recommends or testifies for a commodity or service in an advertising, he or she should refer to facts, comply with provisions of this Law and other laws and regulations, and should not recommend or testify for commodity or service that he or she has not used.

A minor under the age of 10 should not be used as Endorser. A natural person, legal person, or other organization that received

administrative penalty for recommending or testifying in a false advertising in the last three years should not be hired as Endorser.

Article 39 No advertising activity should be conducted in kindergarten, primary and middle schools, and no overt or covert advertising should be published in textbook, supplementary material, exercise book, stationary, school uniform and school bus, among others, of kindergarten, primary and middle school students, except public interest advertisement.

Article 40 No medical, pharmaceutical, functional food, medical device, cosmetic, alcohol and beauty treatment advertisement, and advertisement for Internet game not appropriate for the physical and mental health of minors should be published in mass media aimed at minors.

Advertising for commodity or service aimed at minors under the age of fourteen should not include the following:

1) Persuading or seducing the minor to ask his or her parents to purchase the commodity or service being advertised;

2) May cause him or her to imitate unsafe behavior. Article 41 Local people’s government at county and above levels should

organize relevant departments to strengthen supervision and administration of publishing outdoor advertising in outdoor place, space or facility, among others, and promulgate plan and safety requirements for posting outdoor advertising.

Administration methods for outdoor advertising should be promulgated by local regulations and local government rules.

Article 42 Outdoor advertising should not be posted in the following cases: 1) Using traffic safety facility or traffic signs; 2) Affecting urban administration public facility, traffic safety facility, traffic

sign, fire-fighting facility, or fire-fighting safety sign; 3) Hindering production or people’s life, or causing detriment to city

appearance; 4) Located in architecture control zone of government office, relic

preservation organization, or scenic spot, among others, or areas that local people’s government at county and above levels prohibit outdoor advertising.

Article 43 No organization or individual should distribute advertising to a person’s housing or means of transport, among others, without his or her consent or request, or through electronic means.

If the advertising is sent electronically, the sender’s true identity and contact methods should be explicitly stated, and the receiver be provided with option of rejecting to continue to receive such advertising.

Article 44 The provisions of this Law shall apply to advertising activity using the Internet.

When advertising is published or distributed using the Internet, user’s normal use of the Internet should not be affected. Advertising published as pop-up on Internet page, among others, should include obvious sign for turning it off to ensure it is turned off with one click.

Article 45 Administrator of public place, telecom business operator, and Internet information service provider should stop distributing or publishing illegal advertisement in its public place or on information transmission or distribution platform that it knows and should know.

Chapter 4 Supervision and administration

Article 46 Publishing medical, pharmaceutical, medical device, pesticide, veterinary drug and functional food advertising or other advertising that laws and regulations require approval should have relevant department(s) (hereinafter referred to as Advertising Approval Authority) review and approve the content before publishing; no publishing is allowed before approval.

Article 47 When Advertiser applies for approval of its advertising, it should submit relevant supporting documentation to Advertising Approval Authority according to laws and regulations.

Advertising Approval Authority should make its decision on approval according to laws and regulations, and copy the approval document to the same level of industry and commerce administration department. Advertising Approval Authority should release to the public the advertising it has approved in a timely manner.

Article 48 No organization or individual should falsify, alter or transfer approval document for the advertising.

Article 49 The industry and commerce administration department carries out supervision and administration duties, and can exercise the following power:

1) Conduct on-site inspection of premise that is suspected of engaging in illegal advertising activity;

2) Enquire party that is suspected of offence, or its legal person, key executive and other relevant personnel, and investigate relevant organization or individual;

3) Demand party that is suspected of offence to provide supporting documentation within a deadline;

4) Review and duplicate contract, voucher, bookkeeping, advertisement and other relevant material that relates to the suspected illegal advertising;

5) Close down and seize financial and material resources that are directly related to the suspected illegal advertising, such as commodity being advertised, operation tools and equipment;

6) Demand temporary cease to publish suspected illegal advertising that has the potential to cause severe consequences;

7) Other powers as provided in laws and regulations. Industry and commerce administration department should establish and

perfect advertising monitoring system and improve monitoring measures to promptly identify and process illegal advertising conduct according to law.

Article 50 The industry and commerce administration department of the State Council shall, jointly with the departments of the State Council, promulgate the norm of conduct for mass media to publish advertising.

Article 51 The industry and commerce administration department shall carry out its power according to this Law, parties should assist and collaborate, and should not reject or interfere.

Article 52 The industry and commerce administration department and relevant departments and their staff have confidentiality obligation for the trade secrets they learn during their advertising supervision and administration activities.

Article 53 All and any organization or individual is entitled to complain and report conduct in violation of this Law to the industry and commerce administration department and relevant departments. The industry and commerce administration department and relevant departments should announce to the public their telephone number, P.O Box or Email address for receiving complaints and reports, and the department that receives the complaint or report should, within seven work days, process the complaint or report, and inform the person who complained or reported the violation.

In case the industry and commerce administration department and relevant departments do not carry out duties according to law, all and any organization or individual is entitled to report to its higher level authority or supervisory department. The authority or department that receives the report should process it according to law, and inform the person who reported on the result in a timely manner.

Departments concerned should keep confidential identify of the person who complained or reported.

Article 54 Consumers’ associations and other consumers organizations can monitor according to law any conduct that violates this Law, publishes false advertising that infringes upon the lawful rights and interests of consumers, and other conduct that causes detriment to the public interests of the society.

Chapter 5 Legal liabilities

Article 55 In case an Advertiser publishes false advertising in violation of this Law, the industry and commerce administration department shall demand cease to publish the advertising, demand the Advertiser to mitigate influence within a due scope, and issue a fine ranging from three to five times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB200,000 to 1,000,000. In case the Advertiser has three times or more violations within two years, or has other serious violation(s), issue a fine ranging from five to ten times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB1,000,000 to 2,000,000, and the Advertiser can be cancelled of its business license, and the Adverting Approval Authority can revoke the approval document, and does not process its application for advertising approval within a year.

If a medical organization has violation described in the above paragraph, for serious cases, in addition to penalties issued by the industry and commerce administration department according to this Law, the health administration department can cancel its diagnosis and treatment item(s) or cancel its license to operate as a medical organization.

In case an Advertising Operator or Advertising Publisher knows or should know the advertising is false, but still designs, produces, acts as an agent, or publishes the advertising, the industry and commerce administration department should confiscate the advertising cost, and issue a fine ranging from three to five times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB200,000 to 1,000,000. In case it has three or more violations or other serious violations within two years, issue a fine ranging from five to ten times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB1,000,000 to 2,000,000, and relevant departments can close down temporarily its advertising publishing business, cancel its business license, and registration certificate to publish advertising.

In case the Advertiser, Advertising Operator or Advertising Publisher has conduct described in paragraph 1 and/or 3 of this Article, and the conduct constitutes crime, criminal charges shall be sought according to law.

Article 56 In case an Advertiser publishes false advertising in violation of this Law to cheat and mislead consumers and cause detriment to the lawful rights and interests of consumers who purchased the commodity or received the service, the Advertiser should bear civil liabilities. In case the Advertising Operator and/or Advertising Publisher cannot provide the true name, address and valid contact method of the Advertiser, consumers can demand the Advertising Operator and/or Advertising Publisher to make the compensation first.

In case the false advertisement for a commodity or service that matters to the life and health of the consumers causes harm to the consumers, the Advertising Operator, Advertising Publisher and Endorser should bear joint liabilities with the Advertiser.

In case a false advertisement for a commodity or service other than those described in the above paragraph causes detriment to the consumers, and the Advertising Operator, Advertising Publisher and Endorser knows or should know advertising is false but still designs, produces, acts as agent, publishes, or recommends or testifies for it, the Advertising Operator, Advertising Publisher and Endorser should bear joint liabilities with the Advertiser.

Article 57 For any of the following conduct, the industry and commerce administration department shall demand cease to publish advertising, issue a fine to the Advertiser ranging from RMB200,000 to 1,000,000, and in case the violation is serious, the Advertiser can be canceled of its business license, and the Advertising Approval Authority can revoke its advertising approval document, and does not process its application for advertising approval within one year. For Advertising Operator and Advertising Publisher, the industry and commerce administration shall confiscate the advertising cost, issue a fine ranging from RMB200,000 to 1,000,000, and in case the violation is serious, the Advertising Operator and Advertising Publisher can be canceled its business license and registration certificate to publish advertising:

1) Publishes an advertisement that is prohibited in Article 9 or 10 of this Law;

2) Publishes advertisement for prescribed drug, pharmaceutical chemical that can be easily turned into toxins, medical devices and therapy for treating addiction to drugs in violation of Article 15 of this Law;

3) Publishes advertisement for infant milk product, drinks and other food that claim to fully or partially replace breast milk in violation of Article 20 of this Law;

4) Publishes tobacco advertising in violation of Article 22 of this Law; 5) Using advertising to promote a commodity that is prohibited from

manufacturing or sale or a service that is prohibited to provide, or for which publishing advertising is prohibited, in violation of Article 37 of this Law;

6) Publishes medical, pharmaceutical, functional food, medical device, cosmetic, alcohol and beauty treatment advertisement, or advertisement for Internet game not appropriate for the physical and mental health of minors in mass media aimed at minors in violation of paragraph 1 of Article 40 of this Law.

Article 58 For any of the following conduct, the industry and commerce administration department shall demand cease to publish advertising, demand the Advertiser to mitigate influence within a due scope, issue a fine to the Advertiser ranging from one to three times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB100,000 to 200,000; and in case the violation is serious, issue a fine

ranging from three to five times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB200,000 to 1,000,000, and the Advertiser can be canceled of its business license, and the Advertising Approval Authority can revoke its advertising approval document, and does not process its application for advertising approval within one year.

1) Publishes medical, pharmaceutical, or medical device advertising in violation of Article 16 of this Law;

2) Publishes an advertising that mentions efficacy in curing diseases, or uses medical jargon, or use words that are prone to cause consumers to confuse the commodity being promoted with medical drug or device, in violation of Article 17 of this Law;

3) Publishes advertising for functional food in violation of Article 18 of this Law;

4) Publishes advertising for pesticide, veterinary drug, feed and feed addictives in violation of Article 21 of this Law;

5) Publishes alcohol advertising in violation of Article 23 of this Law; 6) Publishes advertising on education and/or training in violation of Article

24 of this Law; 7) Publishes advertising for a commodity or service that has expectation

for investment returns such as invitation to investors in violation of Article 25 of this Law;

8) Publishes real estate advertising in violation of Article 26 of this Law; 9) Publishes advertising for seeds of agricultural crops, trees and grass,

breeder livestock and poultry, aquatic breeding, farming and culture in violation of Article 27 of this Law;

10) Uses minors under the age of ten as Endorser in violation of paragraph 2 of Article 38 of this Law;

11) Uses natural person, legal person, or other organization as Endorser in violation of paragraph 3 of Article 38 of this Law;

12) Publishes advertising in kindergarten, primary and middle schools, or on items related to kindergarten, primary and middle school students in violation of Article 39 of this Law;

13) Publishes advertising for commodity or service aimed at minors under the age of fourteen in violation of paragraph 2 of Article 14 of this Law;

14) Publishes unapproved advertising in violation of Article 46 of this Law; If a medical organization has violation described in the above paragraph,

for serious cases, in addition to penalties issued by the industry and commerce administration department according to this Law, the health administration department can cancel its diagnosis and treatment item(s) or cancel its license to operate as a medical organization.

In case an Advertising Operator or Advertising Publisher knows or should know there is violation as described in paragraph 1 of this Article, but still designs, produces, acts as an agent, or publishes the advertising, the industry

and commerce administration department should confiscate the advertising cost, and issue a fine ranging from one to three times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB100,000 to 200,000. In serious cases, issue a fine ranging from three to five times of the advertising cost, and in case the advertising cost is hard to calculate or is obviously low, issue a fine ranging from RMB200,000 to 1,000,000, and relevant departments can close down temporarily its advertising publishing business, cancel its business license, and registration certificate to publish advertising.

Article 59 For the following conduct, the industry and commerce administration department should demand cease to publish advertising, and issue a fine to the advertiser in an amount less than RMB100,000.

1) Content of advertising violates Article 8 of this Law; 2) Citation in the advertising violates Article 11 of this Law; 3) Advertising that mentions patent violates Article 12 of this Law; 4) Advertising devalues the commodity or service of other manufacturer or

operator in violation of Article 13 of this Law. If Advertising Operator or Advertising Publisher knows or should know the

violation exists as described in the above paragraph but still designs, produces, acts as agent or publishes the advertising, the industry and commerce administration department should issue a fine under RMB100,000.

If an advertising is not identifiable as an advertising, which is in violation of Article 14 of this Law, or an advertising is an covert advertising for medical, pharmaceutical, medical device or functional food, which is in violation of Article 19 of this Law, the industry and commerce administration department should demand rectification, and issue a fine to the Advertising Publisher in an amount under RMB100,000.

Article 60 If a radio, television, newspaper or periodical publishing house engages in publishing advertising without registering for publishing advertising, which is in violation of Article 29 of this Law, the industry and commerce administration department shall demand rectification, confiscate illegal income, and if the illegal income is more than RMB10,000, issue a fine ranging from one to three times of the illegal income, and if the illegal income is less than RMB10,000, issue a fine ranging from RMB5,000 to 30,000.

Article 61 If an Advertising Operator or Advertising Publisher does not establish or perfect advertising business management system, or verify advertising content, as required by relevant national provisions, which is in violation of Article 34 of this Law, the industry and commerce administration department should demand rectification, and issue a fine in an amount less than RMB50,000.

If an Advertising Operator or Advertising Publisher does not announce its charge standard or methods, which is in violation of Article 35 of this Law, the pricing regulation department should demand rectification, and can issue a fine under RMB50,000.

Article 62 If there is any of the following case for the Endorser, the industry and commerce administration department should confiscate the illegal income, and issue a fine ranging from one to two times of the illegal income.

1) Recommends or testifies in medical, pharmaceutical or medical device advertising, which is in violation of Item 4, paragraph 1, Article 16 of this Law;

2) Recommends or testifies in functional food advertising, which is in violation of Item 5, paragraph 1, Article 18 of this Law;

3) Recommends or testifies for a commodity or service that he or she has not used, which is in violation of paragraph 1, Article 38 of this Law;

4) Recommends or testifies for a commodity or service in an advertising that he or she knows or should know is false.

Article 63 For Advertisers who distribute advertising in violation of Article 43 of this Law, relevant departments shall demand cease of illegal conduct, and issue a fine ranging from RMB5,000 to 30,000.

For using the Internet to publish advertising which does not obviously note turning off sign to ensure turning off with one click, which is in violation of paragraph 2 of Article 44 of this Law, the industry and commerce administration department shall demand rectification, and issue a fine to the Advertiser ranging from RMB5,000 to 30,000.

Article 64 If administrator of a public place, telecom business operator or Internet information provider knows or should know an advertising activity is illegal and yet does not stop it, which is in violation of Article 45 of this Law, the industry and commerce administration department should confiscate illegal income, and if the illegal income is more than RMB50,000, issue a fine ranging from one to three times of the illegal income, and if the illegal income is less than RMB50,000, issue a fine ranging from RMB10,000 to 50,000. If the violation is serious, relevant department(s) shall cease its operation according to law.

Article 65 If an applicant hides the truth, or provides false material, when applying for advertising approval, which is in violation of this Law, Advertising Approval Authority should ignore the application, or does not approve it, give warning, and does not accept its application for advertising approval within one year. If advertising approval is obtained through cheating or bribery means, among others, the Advertising Approval Authority should cancel the approval, issue a fine ranging from RMB100,000 to 200,000, and does not accept its application for advertising approval within three years.

Article 66 For cases of falsifying, altering or transferring advertising approval document, which is in violation of this Law, industry and commerce administration department should confiscate illegal income, and issue a fine ranging from RMB10,000 to 100,000.

Article 67 For illegal conduct described in this Law, the industry and commerce administration department should enter into credibility files, and disclose to the public according to relevant laws and regulations.

Article 68 In case a radio, television, newspaper, periodical, or audio/video publishing house publishes illegal advertising, or publishes covert advertising in the form of news report, or publishes covert medical, pharmaceutical, drug, medical device, or functional food advertising in the form of introducing health or regimen knowledge, and the industry and commerce administration department should issue penalty according to this Law, such penalty should be copied to press, publishing and state radio, film and television departments and other relevant departments. Press, publishing, state radio, film and television departments and other relevant departments should issue penalty to responsible supervisor and directly responsible staff; and if the violation is serious, the advertising publishing business of this media entity can be suspended.

If press, publishing, state radio, film and television departments and other relevant departments fail to penalize the radio, television, newspaper, periodical, or audio/video publishing house, responsible supervisor and directly responsible staff shall be penalized according to law.

Article 69 If an Advertiser, Advertising Operator or Advertising Publisher has the following infringement conduct, which is in violation of this Law, it should bear civil liabilities:

1) The advertising causes detriment to the physical or mental health of minors or disabled persons;

2) Impostor of another’s patent; 3) Devalues the commodity or service of other manufacturer or operator; 4) Uses other person’s name or image without consent in the advertising; 5) Other conduct of infringing others’ lawful civil rights and interests. Article 70 If the legal person of company or enterprise whose business

license was cancelled because of publishing false advertising, or has other illegal conduct described by this Law, and who is personally responsible for the illegal conduct, such legal person cannot assume director, supervisory board member, or executive of any company or enterprise within three years from the date the company or enterprise business license is cancelled.

Article 71 For refusal or interference in supervision and inspection by industry and commerce administration department, which is in violation of this Law, or there is any other conduct that constitutes violation of security administration, issue security administration penalty; and if the conduct constitutes crime, criminal charges shall be sought according to law.

Article 72 If Advertising Approval Authority approves illegal advertising content, the appointing agency or supervisory department should issue penalty according to law on responsible supervisors and directly responsible staff, and if the conduct constitutes crime, criminal charges shall be sought according to law.

Article 73 If the industry and commerce administration department does not process according to law illegal advertising conduct identified when carrying out advertising monitoring duty, or illegal advertising conduct as

complained or reported, penalty should be issued according to law on responsible supervisors and directly responsible staff.

If industry and commerce administration department or staff of relevant departments responsible for advertising administration related work neglect their duty, abuse their power, or play favoritism and commit irregularities, penalty shall be sought according to law.

If the above two conduct constitutes crime, criminal charge shall be sought.

Chapter 6 Supplementary provisions

Article 74 The State encourages and supports public interest advertising campaigns, communication of Socialist core values, and advocacy of civilized norm.

Mass media have the obligation to publish public interest advertising. Radio, television, newspaper and periodical publishing house should publish public interest advertising in page, hours and length as required. Administration of public interest advertising shall be promulgated by industry and commerce administration department of the State Council with relevant departments.

Article 75 This law shall be effective from September 1, 2015.

中华人民共和国广告法(主席令第二十二号)

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中华人民共和国主席令

第 二十二 号

  《中华人民共和国广告法》已由中华人民共和国第十二届全国人民代表大会常务委员会第十四次会议于2015424日修订通过,现将修订后的《中华人民共和国广告法》公布,自201591日起施行。

                                    中华人民共和国主席 习近平

                                     2015424

 

 

 

 

 

 

 

中华人民共和国广告法

19941027日第八届全国人民代表大会常务委员会第十次会议通过 2015424日第十二届全国人民代表大会常务委员会第十四次会议修订)

目  录

第一章 总  则

第二章 广告内容准则

第三章 广告行为规范

第四章 监督管理

第五章 法律责任

第六章 附  则

 

第一章 总  则

第一条 为了规范广告活动,保护消费者的合法权益,促进广告业的健康发展,维护社会经济秩序,制定本法。

第二条 在中华人民共和国境内,商品经营者或者服务提供者通过一定媒介和形式直接或者间接地介绍自己所推销的商品或者服务的商业广告活动,适用本法。

本法所称广告主,是指为推销商品或者服务,自行或者委托他人设计、制作、发布广告的自然人、法人或者其他组织。

本法所称广告经营者,是指接受委托提供广告设计、制作、代理服务的自然人、法人或者其他组织。

本法所称广告发布者,是指为广告主或者广告主委托的广告经营者发布广告的自然人、法人或者其他组织。

本法所称广告代言人,是指广告主以外的,在广告中以自己的名义或者形象对商品、服务作推荐、证明的自然人、法人或者其他组织。

第三条 广告应当真实、合法,以健康的表现形式表达广告内容,符合社会主义精神文明建设和弘扬中华民族优秀传统文化的要求。

第四条 广告不得含有虚假或者引人误解的内容,不得欺骗、误导消费者。

广告主应当对广告内容的真实性负责。

第五条 广告主、广告经营者、广告发布者从事广告活动,应当遵守法律、法规,诚实信用,公平竞争。

第六条 国务院工商行政管理部门主管全国的广告监督管理工作,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。

县级以上地方工商行政管理部门主管本行政区域的广告监督管理工作,县级以上地方人民政府有关部门在各自的职责范围内负责广告管理相关工作。

第七条 广告行业组织依照法律、法规和章程的规定,制定行业规范,加强行业自律,促进行业发展,引导会员依法从事广告活动,推动广告行业诚信建设。

第二章 广告内容准则

第八条 广告中对商品的性能、功能、产地、用途、质量、成分、价格、生产者、有效期限、允诺等或者对服务的内容、提供者、形式、质量、价格、允诺等有表示的,应当准确、清楚、明白。

广告中表明推销的商品或者服务附带赠送的,应当明示所附带赠送商品或者服务的品种、规格、数量、期限和方式。

法律、行政法规规定广告中应当明示的内容,应当显著、清晰表示。

第九条 广告不得有下列情形:

(一)使用或者变相使用中华人民共和国的国旗、国歌、国徽,军旗、军歌、军徽;

(二)使用或者变相使用国家机关、国家机关工作人员的名义或者形象;

(三)使用“国家级”、“最高级”、“最佳”等用语;

(四)损害国家的尊严或者利益,泄露国家秘密;

(五)妨碍社会安定,损害社会公共利益;

(六)危害人身、财产安全,泄露个人隐私;

(七)妨碍社会公共秩序或者违背社会良好风尚;

(八)含有淫秽、色情、赌博、迷信、恐怖、暴力的内容;

(九)含有民族、种族、宗教、性别歧视的内容;

(十)妨碍环境、自然资源或者文化遗产保护;

(十一)法律、行政法规规定禁止的其他情形。

第十条 广告不得损害未成年人和残疾人的身心健康。

第十一条 广告内容涉及的事项需要取得行政许可的,应当与许可的内容相符合。

广告使用数据、统计资料、调查结果、文摘、引用语等引证内容的,应当真实、准确,并表明出处。引证内容有适用范围和有效期限的,应当明确表示。

第十二条 广告中涉及专利产品或者专利方法的,应当标明专利号和专利种类。

未取得专利权的,不得在广告中谎称取得专利权。

禁止使用未授予专利权的专利申请和已经终止、撤销、无效的专利作广告。

第十三条 广告不得贬低其他生产经营者的商品或者服务。

第十四条 广告应当具有可识别性,能够使消费者辨明其为广告。

大众传播媒介不得以新闻报道形式变相发布广告。通过大众传播媒介发布的广告应当显著标明“广告”,与其他非广告信息相区别,不得使消费者产生误解。

广播电台、电视台发布广告,应当遵守国务院有关部门关于时长、方式的规定,并应当对广告时长作出明显提示。

第十五条 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,药品类易制毒化学品,以及戒毒治疗的药品、医疗器械和治疗方法,不得作广告。

前款规定以外的处方药,只能在国务院卫生行政部门和国务院药品监督管理部门共同指定的医学、药学专业刊物上作广告。

第十六条 医疗、药品、医疗器械广告不得含有下列内容:

(一)表示功效、安全性的断言或者保证;

(二)说明治愈率或者有效率;

(三)与其他药品、医疗器械的功效和安全性或者其他医疗机构比较;

(四)利用广告代言人作推荐、证明;

(五)法律、行政法规规定禁止的其他内容。

药品广告的内容不得与国务院药品监督管理部门批准的说明书不一致,并应当显著标明禁忌、不良反应。处方药广告应当显著标明“本广告仅供医学药学专业人士阅读”,非处方药广告应当显著标明“请按药品说明书或者在药师指导下购买和使用”。

推荐给个人自用的医疗器械的广告,应当显著标明“请仔细阅读产品说明书或者在医务人员的指导下购买和使用”。医疗器械产品注册证明文件中有禁忌内容、注意事项的,广告中应当显著标明“禁忌内容或者注意事项详见说明书”。

第十七条 除医疗、药品、医疗器械广告外,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使推销的商品与药品、医疗器械相混淆的用语。

第十八条 保健食品广告不得含有下列内容:

(一)表示功效、安全性的断言或者保证;

(二)涉及疾病预防、治疗功能;

(三)声称或者暗示广告商品为保障健康所必需;

(四)与药品、其他保健食品进行比较;

(五)利用广告代言人作推荐、证明;

(六)法律、行政法规规定禁止的其他内容。

保健食品广告应当显著标明“本品不能代替药物”。

第十九条 广播电台、电视台、报刊音像出版单位、互联网信息服务提供者不得以介绍健康、养生知识等形式变相发布医疗、药品、医疗器械、保健食品广告。

第二十条 禁止在大众传播媒介或者公共场所发布声称全部或者部分替代母乳的婴儿乳制品、饮料和其他食品广告。

第二十一条 农药、兽药、饲料和饲料添加剂广告不得含有下列内容:

(一)表示功效、安全性的断言或者保证;

(二)利用科研单位、学术机构、技术推广机构、行业协会或者专业人士、用户的名义或者形象作推荐、证明;

(三)说明有效率;

(四)违反安全使用规程的文字、语言或者画面;

(五)法律、行政法规规定禁止的其他内容。

第二十二条 禁止在大众传播媒介或者公共场所、公共交通工具、户外发布烟草广告。禁止向未成年人发送任何形式的烟草广告。

禁止利用其他商品或者服务的广告、公益广告,宣传烟草制品名称、商标、包装、装潢以及类似内容。

烟草制品生产者或者销售者发布的迁址、更名、招聘等启事中,不得含有烟草制品名称、商标、包装、装潢以及类似内容。

第二十三条 酒类广告不得含有下列内容:

(一)诱导、怂恿饮酒或者宣传无节制饮酒;

(二)出现饮酒的动作;

(三)表现驾驶车、船、飞机等活动;

(四)明示或者暗示饮酒有消除紧张和焦虑、增加体力等功效。

第二十四条 教育、培训广告不得含有下列内容:

(一)对升学、通过考试、获得学位学历或者合格证书,或者对教育、培训的效果作出明示或者暗示的保证性承诺;

(二)明示或者暗示有相关考试机构或者其工作人员、考试命题人员参与教育、培训;

(三)利用科研单位、学术机构、教育机构、行业协会、专业人士、受益者的名义或者形象作推荐、证明。

第二十五条 招商等有投资回报预期的商品或者服务广告,应当对可能存在的风险以及风险责任承担有合理提示或者警示,并不得含有下列内容:

(一)对未来效果、收益或者与其相关的情况作出保证性承诺,明示或者暗示保本、无风险或者保收益等,国家另有规定的除外;

(二)利用学术机构、行业协会、专业人士、受益者的名义或者形象作推荐、证明。

第二十六条 房地产广告,房源信息应当真实,面积应当表明为建筑面积或者套内建筑面积,并不得含有下列内容:

(一)升值或者投资回报的承诺;

(二)以项目到达某一具体参照物的所需时间表示项目位置;

(三)违反国家有关价格管理的规定;

(四)对规划或者建设中的交通、商业、文化教育设施以及其他市政条件作误导宣传。

第二十七条 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、抗性、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,并不得含有下列内容:

(一)作科学上无法验证的断言;

(二)表示功效的断言或者保证;

(三)对经济效益进行分析、预测或者作保证性承诺;

(四)利用科研单位、学术机构、技术推广机构、行业协会或者专业人士、用户的名义或者形象作推荐、证明。

第二十八条 广告以虚假或者引人误解的内容欺骗、误导消费者的,构成虚假广告。

广告有下列情形之一的,为虚假广告:

(一)商品或者服务不存在的;

(二)商品的性能、功能、产地、用途、质量、规格、成分、价格、生产者、有效期限、销售状况、曾获荣誉等信息,或者服务的内容、提供者、形式、质量、价格、销售状况、曾获荣誉等信息,以及与商品或者服务有关的允诺等信息与实际情况不符,对购买行为有实质性影响的;

(三)使用虚构、伪造或者无法验证的科研成果、统计资料、调查结果、文摘、引用语等信息作证明材料的;

(四)虚构使用商品或者接受服务的效果的;

(五)以虚假或者引人误解的内容欺骗、误导消费者的其他情形。

第三章 广告行为规范 

第二十九条 广播电台、电视台、报刊出版单位从事广告发布业务的,应当设有专门从事广告业务的机构,配备必要的人员,具有与发布广告相适应的场所、设备,并向县级以上地方工商行政管理部门办理广告发布登记。

第三十条 广告主、广告经营者、广告发布者之间在广告活动中应当依法订立书面合同。

第三十一条 广告主、广告经营者、广告发布者不得在广告活动中进行任何形式的不正当竞争。

第三十二条 广告主委托设计、制作、发布广告,应当委托具有合法经营资格的广告经营者、广告发布者。

第三十三条 广告主或者广告经营者在广告中使用他人名义或者形象的,应当事先取得其书面同意;使用无民事行为能力人、限制民事行为能力人的名义或者形象的,应当事先取得其监护人的书面同意。

第三十四条 广告经营者、广告发布者应当按照国家有关规定,建立、健全广告业务的承接登记、审核、档案管理制度。

广告经营者、广告发布者依据法律、行政法规查验有关证明文件,核对广告内容。对内容不符或者证明文件不全的广告,广告经营者不得提供设计、制作、代理服务,广告发布者不得发布。

第三十五条 广告经营者、广告发布者应当公布其收费标准和收费办法。

第三十六条 广告发布者向广告主、广告经营者提供的覆盖率、收视率、点击率、发行量等资料应当真实。

第三十七条 法律、行政法规规定禁止生产、销售的产品或者提供的服务,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设计、制作、代理、发布广告。

第三十八条 广告代言人在广告中对商品、服务作推荐、证明,应当依据事实,符合本法和有关法律、行政法规规定,并不得为其未使用过的商品或者未接受过的服务作推荐、证明。

不得利用不满十周岁的未成年人作为广告代言人。

对在虚假广告中作推荐、证明受到行政处罚未满三年的自然人、法人或者其他组织,不得利用其作为广告代言人。

第三十九条 不得在中小学校、幼儿园内开展广告活动,不得利用中小学生和幼儿的教材、教辅材料、练习册、文具、教具、校服、校车等发布或者变相发布广告,但公益广告除外。

第四十条 在针对未成年人的大众传播媒介上不得发布医疗、药品、保健食品、医疗器械、化妆品、酒类、美容广告,以及不利于未成年人身心健康的网络游戏广告。

针对不满十四周岁的未成年人的商品或者服务的广告不得含有下列内容:

(一)劝诱其要求家长购买广告商品或者服务;

(二)可能引发其模仿不安全行为。

第四十一条 县级以上地方人民政府应当组织有关部门加强对利用户外场所、空间、设施等发布户外广告的监督管理,制定户外广告设置规划和安全要求。

户外广告的管理办法,由地方性法规、地方政府规章规定。

第四十二条 有下列情形之一的,不得设置户外广告:

(一)利用交通安全设施、交通标志的;

(二)影响市政公共设施、交通安全设施、交通标志、消防设施、消防安全标志使用的;

(三)妨碍生产或者人民生活,损害市容市貌的;

(四)在国家机关、文物保护单位、风景名胜区等的建筑控制地带,或者县级以上地方人民政府禁止设置户外广告的区域设置的。

第四十三条 任何单位或者个人未经当事人同意或者请求,不得向其住宅、交通工具等发送广告,也不得以电子信息方式向其发送广告。

以电子信息方式发送广告的,应当明示发送者的真实身份和联系方式,并向接收者提供拒绝继续接收的方式。

第四十四条 利用互联网从事广告活动,适用本法的各项规定。

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。

第四十五条 公共场所的管理者或者电信业务经营者、互联网信息服务提供者对其明知或者应知的利用其场所或者信息传输、发布平台发送、发布违法广告的,应当予以制止。

第四章 监督管理

第四十六条 发布医疗、药品、医疗器械、农药、兽药和保健食品广告,以及法律、行政法规规定应当进行审查的其他广告,应当在发布前由有关部门(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。

第四十七条 广告主申请广告审查,应当依照法律、行政法规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、行政法规规定作出审查决定,并应当将审查批准文件抄送同级工商行政管理部门。广告审查机关应当及时向社会公布批准的广告。

第四十八条 任何单位或者个人不得伪造、变造或者转让广告审查批准文件。

第四十九条 工商行政管理部门履行广告监督管理职责,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)询问涉嫌违法当事人或者其法定代表人、主要负责人和其他有关人员,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、广告作品和其他有关资料;

(五)查封、扣押与涉嫌违法广告直接相关的广告物品、经营工具、设备等财物;

(六)责令暂停发布可能造成严重后果的涉嫌违法广告;

(七)法律、行政法规规定的其他职权。

工商行政管理部门应当建立健全广告监测制度,完善监测措施,及时发现和依法查处违法广告行为。

第五十条 国务院工商行政管理部门会同国务院有关部门,制定大众传播媒介广告发布行为规范。

第五十一条 工商行政管理部门依照本法规定行使职权,当事人应当协助、配合,不得拒绝、阻挠。

第五十二条 工商行政管理部门和有关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。

第五十三条 任何单位或者个人有权向工商行政管理部门和有关部门投诉、举报违反本法的行为。工商行政管理部门和有关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、举报的部门应当自收到投诉之日起七个工作日内,予以处理并告知投诉、举报人。

工商行政管理部门和有关部门不依法履行职责的,任何单位或者个人有权向其上级机关或者监察机关举报。接到举报的机关应当依法作出处理,并将处理结果及时告知举报人。

有关部门应当为投诉、举报人保密。

第五十四条 消费者协会和其他消费者组织对违反本法规定,发布虚假广告侵害消费者合法权益,以及其他损害社会公共利益的行为,依法进行社会监督。

第五章 法律责任

第五十五条 违反本法规定,发布虚假广告的,由工商行政管理部门责令停止发布广告,责令广告主在相应范围内消除影响,处广告费用三倍以上五倍以下的罚款,广告费用无法计算或者明显偏低的,处二十万元以上一百万元以下的罚款;两年内有三次以上违法行为或者有其他严重情节的,处广告费用五倍以上十倍以下的罚款,广告费用无法计算或者明显偏低的,处一百万元以上二百万元以下的罚款,可以吊销营业执照,并由广告审查机关撤销广告审查批准文件、一年内不受理其广告审查申请。

医疗机构有前款规定违法行为,情节严重的,除由工商行政管理部门依照本法处罚外,卫生行政部门可以吊销诊疗科目或者吊销医疗机构执业许可证。

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、代理、发布的,由工商行政管理部门没收广告费用,并处广告费用三倍以上五倍以下的罚款,广告费用无法计算或者明显偏低的,处二十万元以上一百万元以下的罚款;两年内有三次以上违法行为或者有其他严重情节的,处广告费用五倍以上十倍以下的罚款,广告费用无法计算或者明显偏低的,处一百万元以上二百万元以下的罚款,并可以由有关部门暂停广告发布业务、吊销营业执照、吊销广告发布登记证件。

广告主、广告经营者、广告发布者有本条第一款、第三款规定行为,构成犯罪的,依法追究刑事责任。

第五十六条 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、广告发布者不能提供广告主的真实名称、地址和有效联系方式的,消费者可以要求广告经营者、广告发布者先行赔偿。

关系消费者生命健康的商品或者服务的虚假广告,造成消费者损害的,其广告经营者、广告发布者、广告代言人应当与广告主承担连带责任。

前款规定以外的商品或者服务的虚假广告,造成消费者损害的,其广告经营者、广告发布者、广告代言人,明知或者应知广告虚假仍设计、制作、代理、发布或者作推荐、证明的,应当与广告主承担连带责任。

第五十七条 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,对广告主处二十万元以上一百万元以下的罚款,情节严重的,并可以吊销营业执照,由广告审查机关撤销广告审查批准文件、一年内不受理其广告审查申请;对广告经营者、广告发布者,由工商行政管理部门没收广告费用,处二十万元以上一百万元以下的罚款,情节严重的,并可以吊销营业执照、吊销广告发布登记证件:

(一)发布有本法第九条、第十条规定的禁止情形的广告的;

(二)违反本法第十五条规定发布处方药广告、药品类易制毒化学品广告、戒毒治疗的医疗器械和治疗方法广告的;

(三)违反本法第二十条规定,发布声称全部或者部分替代母乳的婴儿乳制品、饮料和其他食品广告的;

(四)违反本法第二十二条规定发布烟草广告的;

(五)违反本法第三十七条规定,利用广告推销禁止生产、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;

(六)违反本法第四十条第一款规定,在针对未成年人的大众传播媒介上发布医疗、药品、保健食品、医疗器械、化妆品、酒类、美容广告,以及不利于未成年人身心健康的网络游戏广告的。

第五十八条 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,责令广告主在相应范围内消除影响,处广告费用一倍以上三倍以下的罚款,广告费用无法计算或者明显偏低的,处十万元以上二十万元以下的罚款;情节严重的,处广告费用三倍以上五倍以下的罚款,广告费用无法计算或者明显偏低的,处二十万元以上一百万元以下的罚款,可以吊销营业执照,并由广告审查机关撤销广告审查批准文件、一年内不受理其广告审查申请:

(一)违反本法第十六条规定发布医疗、药品、医疗器械广告的;

(二)违反本法第十七条规定,在广告中涉及疾病治疗功能,以及使用医疗用语或者易使推销的商品与药品、医疗器械相混淆的用语的;

(三)违反本法第十八条规定发布保健食品广告的;

(四)违反本法第二十一条规定发布农药、兽药、饲料和饲料添加剂广告的;

(五)违反本法第二十三条规定发布酒类广告的;

(六)违反本法第二十四条规定发布教育、培训广告的;

(七)违反本法第二十五条规定发布招商等有投资回报预期的商品或者服务广告的;

(八)违反本法第二十六条规定发布房地产广告的;

(九)违反本法第二十七条规定发布农作物种子、林木种子、草种子、种畜禽、水产苗种和种养殖广告的;

(十)违反本法第三十八条第二款规定,利用不满十周岁的未成年人作为广告代言人的;

(十一)违反本法第三十八条第三款规定,利用自然人、法人或者其他组织作为广告代言人的;

(十二)违反本法第三十九条规定,在中小学校、幼儿园内或者利用与中小学生、幼儿有关的物品发布广告的;

(十三)违反本法第四十条第二款规定,发布针对不满十四周岁的未成年人的商品或者服务的广告的;

(十四)违反本法第四十六条规定,未经审查发布广告的。

医疗机构有前款规定违法行为,情节严重的,除由工商行政管理部门依照本法处罚外,卫生行政部门可以吊销诊疗科目或者吊销医疗机构执业许可证。

广告经营者、广告发布者明知或者应知有本条第一款规定违法行为仍设计、制作、代理、发布的,由工商行政管理部门没收广告费用,并处广告费用一倍以上三倍以下的罚款,广告费用无法计算或者明显偏低的,处十万元以上二十万元以下的罚款;情节严重的,处广告费用三倍以上五倍以下的罚款,广告费用无法计算或者明显偏低的,处二十万元以上一百万元以下的罚款,并可以由有关部门暂停广告发布业务、吊销营业执照、吊销广告发布登记证件。

第五十九条 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,对广告主处十万元以下的罚款:

(一)广告内容违反本法第八条规定的;

(二)广告引证内容违反本法第十一条规定的;

(三)涉及专利的广告违反本法第十二条规定的;

(四)违反本法第十三条规定,广告贬低其他生产经营者的商品或者服务的。

广告经营者、广告发布者明知或者应知有前款规定违法行为仍设计、制作、代理、发布的,由工商行政管理部门处十万元以下的罚款。

广告违反本法第十四条规定,不具有可识别性的,或者违反本法第十九条规定,变相发布医疗、药品、医疗器械、保健食品广告的,由工商行政管理部门责令改正,对广告发布者处十万元以下的罚款。

第六十条 违反本法第二十九条规定,广播电台、电视台、报刊出版单位未办理广告发布登记,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,违法所得一万元以上的,并处违法所得一倍以上三倍以下的罚款;违法所得不足一万元的,并处五千元以上三万元以下的罚款。

第六十一条 违反本法第三十四条规定,广告经营者、广告发布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,由工商行政管理部门责令改正,可以处五万元以下的罚款。

违反本法第三十五条规定,广告经营者、广告发布者未公布其收费标准和收费办法的,由价格主管部门责令改正,可以处五万元以下的罚款。

第六十二条 广告代言人有下列情形之一的,由工商行政管理部门没收违法所得,并处违法所得一倍以上二倍以下的罚款:

(一)违反本法第十六条第一款第四项规定,在医疗、药品、医疗器械广告中作推荐、证明的;

(二)违反本法第十八条第一款第五项规定,在保健食品广告中作推荐、证明的;

(三)违反本法第三十八条第一款规定,为其未使用过的商品或者未接受过的服务作推荐、证明的;

(四)明知或者应知广告虚假仍在广告中对商品、服务作推荐、证明的。

第六十三条 违反本法第四十三条规定发送广告的,由有关部门责令停止违法行为,对广告主处五千元以上三万元以下的罚款。

违反本法第四十四条第二款规定,利用互联网发布广告,未显著标明关闭标志,确保一键关闭的,由工商行政管理部门责令改正,对广告主处五千元以上三万元以下的罚款。

第六十四条 违反本法第四十五条规定,公共场所的管理者和电信业务经营者、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,违法所得五万元以上的,并处违法所得一倍以上三倍以下的罚款,违法所得不足五万元的,并处一万元以上五万元以下的罚款;情节严重的,由有关部门依法停止相关业务。

第六十五条 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批准,予以警告,一年内不受理该申请人的广告审查申请;以欺骗、贿赂等不正当手段取得广告审查批准的,广告审查机关予以撤销,处十万元以上二十万元以下的罚款,三年内不受理该申请人的广告审查申请。

第六十六条 违反本法规定,伪造、变造或者转让广告审查批准文件的,由工商行政管理部门没收违法所得,并处一万元以上十万元以下的罚款。

第六十七条 有本法规定的违法行为的,由工商行政管理部门记入信用档案,并依照有关法律、行政法规规定予以公示。

第六十八条 广播电台、电视台、报刊音像出版单位发布违法广告,或者以新闻报道形式变相发布广告,或者以介绍健康、养生知识等形式变相发布医疗、药品、医疗器械、保健食品广告,工商行政管理部门依照本法给予处罚的,应当通报新闻出版广电部门以及其他有关部门。新闻出版广电部门以及其他有关部门应当依法对负有责任的主管人员和直接责任人员给予处分;情节严重的,并可以暂停媒体的广告发布业务。

新闻出版广电部门以及其他有关部门未依照前款规定对广播电台、电视台、报刊音像出版单位进行处理的,对负有责任的主管人员和直接责任人员,依法给予处分。

第六十九条 广告主、广告经营者、广告发布者违反本法规定,有下列侵权行为之一的,依法承担民事责任:

(一)在广告中损害未成年人或者残疾人的身心健康的;

(二)假冒他人专利的;

(三)贬低其他生产经营者的商品、服务的;

(四)在广告中未经同意使用他人名义或者形象的;

(五)其他侵犯他人合法民事权益的。

第七十条 因发布虚假广告,或者有其他本法规定的违法行为,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三年内不得担任公司、企业的董事、监事、高级管理人员。

第七十一条 违反本法规定,拒绝、阻挠工商行政管理部门监督检查,或者有其他构成违反治安管理行为的,依法给予治安管理处罚;构成犯罪的,依法追究刑事责任。

第七十二条 广告审查机关对违法的广告内容作出审查批准决定的,对负有责任的主管人员和直接责任人员,由任免机关或者监察机关依法给予处分;构成犯罪的,依法追究刑事责任。

第七十三条 工商行政管理部门对在履行广告监测职责中发现的违法广告行为或者对经投诉、举报的违法广告行为,不依法予以查处的,对负有责任的主管人员和直接责任人员,依法给予处分。

工商行政管理部门和负责广告管理相关工作的有关部门的工作人员玩忽职守、滥用职权、徇私舞弊的,依法给予处分。

有前两款行为,构成犯罪的,依法追究刑事责任。

第六章 附  则

第七十四条 国家鼓励、支持开展公益广告宣传活动,传播社会主义核心价值观,倡导文明风尚。

大众传播媒介有义务发布公益广告。广播电台、电视台、报刊出版单位应当按照规定的版面、时段、时长发布公益广告。公益广告的管理办法,由国务院工商行政管理部门会同有关部门制定。

第七十五条 本法自201591日起施行。

 


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N° WIPO Lex CN393