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1、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.aIKeguhkn
2、,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.awofth
3、ePeop1.esRepub1.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StateAdmini
4、strationforMarketRegu1.ationAugust22,2024Guide1.inesonthe1.awEnforcementRe1.atingtotheIdentifiabi1.ityofInternetAdvertisementsForthepurposesofregu1.atingtheregu1.atory1.awenforcementre1.atingtotheidentifiabi1.ityofInternetadvertisements,assistingconsumersindistinguishingbetweenInternetadvertisements
5、andnon-advertisementinformation,andprotectingthe1.awfu1.rightsandinterestsofconsumers,theseGuide1.inearedeve1.opedinaccordancewiththeAdvertising1.awofthePeop1.esRepub1.icofChina(hereinafterreferredtoastheAdvertising1.aw),theMeasuresfortheAdministrationofInternetAdvertising,andother1.awsandregu1.atio
6、ns.I. ThepurposeoftheseGuide1.inesistoprovideguidancefortheregu1.atory1.awenforcementre1.atingtotheidentifiabi1.ityofInternetadvertisementsforreferenceandapp1.icationbya1.1.1.oca1.marketregu1.atorydepartmentsintheirwork.II. ForthepurposeoftheseGuide1.ines,Internetadvertisementsmeanscommercia1.advert
7、isementswhichdirect1.yorindirect1.ymarketcommoditiesorservicesintheformsoftexts,images,audio,orvideo,amongothers,throughwebsites,webpages,Internetapp1.icationprograms,orotherInternetmediawithintheterritoryofthePeop1.esRepub1.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
8、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.ityofInternetadvertisementsmea
9、nsthedistinguishabi1.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. Whetheradvertisementisconspicuous1.yindicatedisnotthebasisfordetermininganadvertis
10、ement.Amarketregu1.atorydepartmentsha1.1.determinewhetherthere1.evantcommercia1.informationisanadvertisementinaccordancewithArtic1.e2oftheAdvertising1.awandArtic1.e2oftheMeasuresfortheAdministrationofInternetAdvertising.IV.AnInternetadvertisementsha1.1.beidentifiab1.eandavoidmis1.eadingconsumers.四、互
11、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.assumetheres
12、ponsibi1.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.atformoperatorst
13、hatpub1.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
14、.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,advertisementsha1.1.beconspicuous1.yindicated.Ifv
15、oicepromptsareadopted,there1.evantcontentsha1.1.bec1.ear1.yindicatedasanadvertisementthroughc1.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.areaandcon
16、spicuous1.yindicatingadvertisement,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.icationpr
17、ograms,amongothers,mercia1.informationonthewebsites,webpages,orInternetapp1.icationprograms,iswithinthescopeofadvertisementsbyconspicuous1.yindicatingadvertisementsorothermeans,itsha1.1.begovernedmtatismutandisbytheprovisionsoftheprecedingparagraph.,互联网广告具有下列情形之一的，可以认定具有可识别性：VIII. Internetadvertisem
18、entsthatfa1.1.underanyofthefo1.1.owingcircumstancesmaybedeterminedtobeidentifiab1.e:（一）商品经营者或者服务提供者通过自有的网站、网页、互联网应用程序等，对自己所销售的商品或者提供的服务发布广告的；(1) Commoditydea1.ersorserviceproviderspub1.ishadvertisementsonthecommoditiesmarketedorservicesprovidedbythemthroughtheirownwebsites,webpages,orInternetapp1.ic
19、ation,amongothers.（二）商品经营者或者服务提供者通过互联网平台中拥有合法使用权的网络空间，对自己所销售的商品或者提供的服务(2) Acommoditydea1.erorserviceproviderpub1.ishesadvertisementsonthecommoditiesmarketedorservicesprovidedbyitthroughthecyberspacethatithasthe1.ega1.righttouseonan发布广告，并且利用其账号名称、店铺名称等方式向消费者公开其商品经营者或者服务提供者身份的：Internetp1.atform,anddis
20、c1.osesitsidentityasacommoditydea1.erorserviceprovidertoconsumersthroughitsaccountnameorstorenameorbyothermeans.（三）商业广告属性显著，消费者易于识别的其他情形的。(3) Othercircumstancesthattheattributesofcommercia1.advertisementsareobviousandcanbeeasi1.yidentifiedbyconsumers.九、构成广告的互联网直播营销活动，具有下列情形之一的，可以认定具有可识别性：IX. On1.ine
21、1.ivestreamingmarketingactivitiesthatfa1.1.underanyofthefo1.1.owingcircumstancesmaybedeterminedtobeidentifiab1.e:（一）直播间运营者或者直播营销人员在直播营销活动中始终显著标明其为商品经营者或者服务提供者，或者消费者可以通过其账号名称识别其上述身份的：(1) Theoperatorsof1.ivestreamingroomsor1.ivestreamingmarketingpersonne1.conspicuous1.yindicatethattheyarethecommodityd
22、ea1.ersorserviceprovidersinthewho1.eprocessof1.ivestreamingmarketingactivities,orconsumersmayidentifytheiraboveidentitiesthroughtheiraccountnames.（-在直播页面显著标明直播内容为广告的；(2) The1.ivestreamingcontentisconspicuous1.yindicatedasadvertisementson1.ivestreamingpages.（三）在直播过程中对广告时段的起止点作出显著标明或者明确语音提示的。(3) Thest
23、artingandendingpointsoftimes1.otsforadvertisementsarec1.ear1.ymarkedorpromptedthroughvoiceduring1.ivestreaming.十、市场监管部门应当依据广告法第十四条、互联网广告管理办法笫九条等规定查处下列行为：X. Marketregu1.atorydepartmentssha1.1.investigateandpunishthefo1.1.owingactsinaccordancewithArtic1.e14oftheAdvertising1.aw,Artic1.e9oftheMeasuresfo
24、rtheAdministrationofInternetAdvertising,andotherprovisions:（一）对于竞价排名的商品或者服务，未显著标明（或者明确提示，下同）“广告”的；(1) Asforcommoditiesorservicesrankedbasedonbids,advertisementsarenotconspicuous1.yindicated(orc1.ear1.yprompted,hereandbe1.ow).（一）除法律、行政法规禁止发布或者变相发布广告的情形外，对于通过知识介绍、体验分享、消费测评等形式推销商品或者服务，并附加购物箍接等购买方式发布的互联
25、网广告，未显著标明“广告”的；(2) Exceptforthecircumstancesthatpub1.ishingorpub1.ishinginadisguisedformofadvertisementsisprohibitedby1.awsorregu1.ations,theInternetadvertisementspub1.ishedbyaddingshopping1.inksorotherpurchasemethodstomarketcommoditiesorservicesthroughknow1.edgeintroduction,experiencesharing,orcons
26、umptioneva1.uation,orinotherformsarenotconspicuous1.yindicatedasadvertisements.（三）在新闻资讯、互联网视听内容等互联网信息内容流中发布广告，未显著标明“广告”的：(3) Advertisementsthatarepub1.ishedinInternetinformationandcontentstreamssuchasnewsinformationandInternetaudio-visua1.contentarenotconspicuous1.yindicatedasadvertisements.,（四）发布其他
27、不具有可识别性的互联网广告的。(4) OtherInternetadvertisementsthatareunidentifiab1.earepub1.ished.十一、市场监管部门应当依法查处以新闻报道形式变相发布互联网广告的违法行为。XI. Marketregu1.atorydepartmentssha1.1.investigateandpunishinaccordancewiththe1.awthei1.1.ega1.actsofpub1.ishingInternetadvertisementsinthedisguisedformofnewsreporting.除开展舆论监督、涉及商品质
28、量需要应急处置以及扶贫帮困、个人大病求助等公益活动外，新闻报遒中含有相应商品经营者或者服务提供者的经营地址、联系方式、购物链接等信息的，应当作为认定以新闻报道形式变相发布广告的重要考量因素。Exceptforpub1.icopinionsupervision,emergencyresponseneededascommodityqua1.ityisinvo1.ved,andotherpub1.icwe1.fareactivitiessuchaspovertya1.1.eviationinitiativesandassistanceforindividua1.ssufferingfromserio
29、usdiseases,thementionofbusinessaddresses,contactinformation,shopping1.inks,andotherinformationofthecorrespondingcommoditydea1.ersorserviceprovidersinnewsreportingsha1.1.betakenasanimportantconsiderationfactorfordeterminingthepub1.ishingofadvertisementsinthedisguisedformofnewsreporting.十二、市场监管部门对不具有可
30、识别性的互联网广告实施行政处罚，应当依据中华人民共和国行政处罚法广告法互联网广告管理办法以及市场监管总局C关于规范市场监督管理行政处罚裁量权的指导意见等法律法规规定，结合违法行为的事实、性质、情节、社会危害程度及当事人主观过错等实际情况，规范行使行政处罚裁量权。XII. Whenimposingadministrativepena1.tiesonInternetadvertisementsthatareunidentifiab1.e,marketregu1.atorydepartmentssha1.1.regu1.atetheexerciseofdiscretionforadministrat
31、ivepena1.tiesinaccordancewiththeAdministrativePunishment1.awofthePeop1.esRepub1.icofChina,theAdvertising1.aw,theMeasuresfortheAdministrationofInternetAdvertising,theGuidingOpinionsoftheStateAdministrationforMarketRegu1.ationonRegu1.atingtheDiscretioninAdministrativePena1.tiesinMarketRegu1.ation,ando
32、ther1.awsandregu1.ationsandinconsiderationofthefacts,nature,circumstances,anddegreeofsocia1.harmofthei1.1.ega1.acts,andthesubjectivefau1.tsoftheparties,amongothers.十三、市场监管部门在监管执法中发现互联网广告发布者初次违反互联网广告可识别性规定，危害后果轻微并及时改正的，可以依法不予行政处罚。XIII.Ifamarketregu1.atorydepartmentfindsduringregu1.atory1.awenforcemen
33、tthatanyInternetadvertisementpub1.ishervio1.atestheprovisionsontheidentifiabi1.ityofInternetadvertisementsforthefirsttime,causingminorharmfu1.consequences,andhastakencorrectiveactioninatime1.ymanner,itmayimposenoadministrativepunishmentontheInternetadvertisementpub1.isherinaccordancewiththe1.aw.十四、互
34、联网广告发布者在显著标明“广告”的同时，鼓励其标明广告发布者身份。XIV. Internetadvertisementpub1.ishersareencouragedtoindicatetheiridentitiesasadvertisementpub1.isherwhi1.econspicuous1.yindicatingadvertisements.对于使用人工智能（AI）技术生成或者深度合成技术制作的广告，鼓励广告发布者作出“本广告使用A1.技术”“本广Asforadvertisementsgeneratedbyartificia1.inte1.1.igence(A)techno1.og
35、iesorproducedbydeepsynthesistechno1.ogies,advertisementpub1.ishersareencouragedtoprovidepromptssuchasuthisadvertisementusesA1.techno1.ogies,thisadvertisementusesdeepsynthesistechno1.ogies,anduthisadvertisementisgeneratedbyA1.techno1.ogies.告使用深度合成技术”“本广告由A1.技术生成”等提示。XV. Internetp1.atformoperatorsmayi
36、mprovethep1.atformru1.esandserviceagreementsfortheidentifiabi1.ityofInternetadvertisementsinaccordancewith1.awsandregu1.ationsandtheseGuide1.ines,andprovidefaci1.itationforp1.atformuserstofu1.fi1.1.theirob1.igationstomakeInternetadvertisementsidentifiab1.eandindicatetheidentitiesofadvertisementpub1.
37、ishers,amongothers;andsha1.1.nothinderp1.atformusersfromconductingtheactssuchasmakingtextannotationsorprovidingvoicepromptsinaccordancewiththe1.aw.十五、互联网平台经营者可以依据法律法规以及本指南，完善互联网广告可识别性的平台规则和服务协议，为平台用户履行互联网广告可识别性义务、标明广告发布者身份等提供便利，不得阻碍平台用户依法进行文字标注、语音提示等行为。十六、行业协会、互联网平台经营者等可以依据法律法规以及本指南，制定行业规范、自律公约、团体标准或者企业标准，加强行业自律。XVI. IndustryassociationsandInternetp1.atformoperators,amongothers,may,inaccordancewith1.awsandregu1.ationsandtheseGuide1.ines,deve1.opindustrystandards,se1.f-regu1.atoryconventions,groupstandardsorenterprisestandardstostrengthenindustryse1.f-regu1.ation.
