【中英文对照版】互联网广告可识别性执法指南.docx

互联网广告可识别性执法指南Guide1.inesonthe1.awEnforcementRe1.atingtotheIdentifiabi1.ityofInternetAdvertisements制定机关：国家市场监督包理总局公布日期：2024.08.22施行日期：2024.0822效施阶：部门规范性文件法加类别：互联网ISWingAuthoritySutcAdministrationforMarketRcgu1.utionDateIssued.08-22-2024EffcciivcDate08-22-20241.eve1.ofAut1.xiri1.y：DepaiUncn1.aIKeguhk>n,1.cunenbArcuof1.aw:Inicnict市场监管总局关于发布互联网广告可识别性执法指南的公告AnnouncementoftheStateAdministrationforMarketRegu1.ationonIssuingtheGuide1.inesonthe1.awEnforcementRe1.atingtotheIdentifiabi1.ityofInternetAdvertisements依据中华人民共和国广告法互联网广告管理办法等法律法规，市场监管总局制定了互联网广告可识别性执法指南，现于公告。InaccordancewiththeAdvertising1.awofthePeop1.e'sRepub1.icofChina,theMeasuresfortheAdministrationofInternetAdvertising,andother1.awsandregu1.ations,theStateAdministrationforMarketRegu1.ationhasdeve1.opedtheGuide1.inesonthe1.awEnforcementRe1.atingtotheIdentifiabi1.ityofInternetAdvertisements,whichareherebyissued.市场监管总局2024年8月22日StateAdministrationforMarketRegu1.ationAugust22,2024Guide1.inesonthe1.awEnforcementRe1.atingtotheIdentifiabi1.ityofInternetAdvertisementsForthepurposesofregu1.atingtheregu1.atory1.awenforcementre1.atingtotheidentifiabi1.ityofInternetadvertisements,assistingconsumersindistinguishingbetweenInternetadvertisementsandnon-advertisementinformation,andprotectingthe1.awfu1.rightsandinterestsofconsumers,theseGuide1.inearedeve1.opedinaccordancewiththeAdvertising1.awofthePeop1.e'sRepub1.icofChina(hereinafterreferredtoasthe"Advertising1.aw"),theMeasuresfortheAdministrationofInternetAdvertising,andother1.awsandregu1.ations.I. ThepurposeoftheseGuide1.inesistoprovideguidancefortheregu1.atory1.awenforcementre1.atingtotheidentifiabi1.ityofInternetadvertisementsforreferenceandapp1.icationbya1.1.1.oca1.marketregu1.atorydepartmentsintheirwork.II. ForthepurposeoftheseGuide1.ines,"Internetadvertisements"meanscommercia1.advertisementswhichdirect1.yorindirect1.ymarketcommoditiesorservicesintheformsoftexts,images,audio,orvideo,amongothers,throughwebsites,webpages,Internetapp1.icationprograms,orotherInternetmediawithintheterritoryofthePeop1.e'sRepub1.icofChina.互联网广告可识别性执法指南为规范互联网广告可识别性相关监管执法工作，帮助消费者辨明互联网广告与非广告信息，保护消费者的合法权益，依据中华人民共和国广告法（以下简称广告法）互联网广告管理办法等法律法规，制定本指甫。一、本指南旨在为开展互联网广告可识别性监管执法工作提供指引，供各地市场监管部门在工作中参考适用。二、本指南所称的互联网广告，是指在中华人民共和国境内，利用网站、网页、互联网应用程序等互联网媒介，以文字、图片、音频、视频或者其他形式直接或者间接地推销商品或者服务的商业广告。本指南所称的互联网广告可识别性，是指互联网广告能够与其他非广告信息相区别，使消费者辨明其为广告。ForthepurposeoftheseGuide1.ines,"identifiabi1.ityofInternetadvertisements"meansthedistinguishabi1.ityofInternetadvertisementsfromothernon-advertisementinformation,whichenab1.esconsumerstoidentifythemasadvertisements.三、是否显著标明“广告”，不是广告的判定依据。市场监管部门应当依据广告法第二条和互联网广告管理办法第二条的规定，对相关商业信息是否属于广告进行认定。III. Whetheradvertisement"isconspicuous1.yindicatedisnotthebasisfordetermininganadvertisement.Amarketregu1.atorydepartmentsha1.1.determinewhetherthere1.evantcommercia1.informationisanadvertisementinaccordancewithArtic1.e2oftheAdvertising1.awandArtic1.e2oftheMeasuresfortheAdministrationofInternetAdvertising.IV.AnInternetadvertisementsha1.1.beidentifiab1.eandavoidmis1.eadingconsumers.四、互联网广告应当具有可识别性，不使消费者产生误解。互联网广告不具有可识别性的，广告发布者应当依法承担相应的法律责任。广告主自行发布互联网广告的，应当承担广告发布者责任。WhereanInternetadvertisementisunidentifiab1.e,theadvertisementpub1.ishersha1.1.assumecorresponding1.ega1.1.iabi1.itiesinaccordancewiththe1.aw.Anadvertiserthatpub1.ishesanInternetadvertisementonitsownsha1.1.assumetheresponsibi1.itiesofanadvertisementpub1.isher.五、互联网平台用户利用平台信息服务发布广告的，该用户是广告发布者。V. IfanInternetp1.atformuserpub1.ishesanadvertisementthroughp1.atforminformationsen/ices,theuserisanadvertisementpub1.isher.互联网平台经营者发布互联网广告，或者利用人工、算法等方式干预自然排序、影响展示效果、附加购物链接并构成广告的，互联网平台经营者应当认定为广告发布者。Internetp1.atformoperatorsthatpub1.ishInternetadvertisements,orinterferewithnatura1.sorting,affectdisp1.ayeffects,oraddshopping1.inks,whichconstitutesadvertisements,throughmanua1.,a1.gorithm,orothermethods,sha1.1.bedeterminedasadvertisementpub1.ishers.六、广告发布者（或者自行发布广告的广告主，下同）可以通过文字标注、语音提示等方式，增强互联网广告的可识别性。VI. Advertisementpub1.ishers(oradvertisersthatpub1.ishadvertisementsontheirown,hereandbe1.ow)mayenhancetheidentifiabi1.ityofInternetadvertisementsthroughtextannotationsorvoiceprompts,amongothers.通过文字标注方式的，应当显著标明“广告”。通过语音提示方式的，应当通过清晰的语音提示其为“广告”。Iftextannotationsareadopted,"advertisement"sha1.1.beconspicuous1.yindicated.Ifvoicepromptsareadopted,there1.evantcontentsha1.1.bec1.ear1.yindicatedasan"advertisement"throughc1.earvoice.七、广告发布者、互联网信息服务提供者通过设置专门区域，并显著标明“广告”或者以其他方式明确告知该区域内商业信息均为广告的，可以认定该区域内广告具有可识别性。VII. Whereanadvertisementpub1.isherorInternetinformationserviceproviderc1.ear1.yinforms,bysettingupaspecia1.areaandconspicuous1.yindicating"advertisement,"orothermeans,thata1.1.thecommercia1.informationintheareaiswithinthescopeofadvertisements,theadvertisementsintheareamaybedeterminedtobeidentifiab1.e.网站、网页、互联网应用程序等通过显著标明“广告”或者以其他方式明确告知该网站、网页、互联网应用程序等中的商业信息均为广告的，参照前款规定执行。Ifwebsites,orwebpages,orInternetapp1.icationprograms,amongothers,merci