China’s market regulator, the State Administration of Market Regulation (SAMR), is revising its online advertising guidelines, the “Interim Measures for the Administration of Internet Advertising” (the Interim Measures), to improve the supervision of internet advertising.

The Interim Measures are no longer considered suitable today due to the constant changing nature and scope of internet advertising. A draft Measures for the Administration of Internet Advertising (the draft Measures) has been made available for public comment. Comments can be made through post, website, or email until the December 25, 2021.

The SAMR says that the new regulation is intended to regulate advertising online and promote its healthy development as well as protect the rights of consumers.

The fast growth of the internet has created concerns about the monopoly of big internet companies, infringement, and related issues. The Chinese government has started to regulate the digital market by increasing scrutiny and penalties. Internet platforms are assumed to bear higher responsibilities in internet advertising compliance.

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