国家市场监督管理总局近日发布了《广告引证内容执法指南》，对广告引证行为进行了首次规范，着力遏制"大字吸睛、小字免责"等常见的虚假广告套路[1]。该指南要求广告主对引证内容承担举证责任，并明确了地域范围的底线为省级行政区域，禁止广告主自行划定过小领域[1]。这一举措旨在将广告监管从内容真实审查转向多维治理，让消费者能够清晰、准确地理解广告信息[1]。
根据新规，广告主依法应当对引证内容等广告内容的真实性、准确性、合法性负责，并依法承担举证责任[1]。前5个月，市场监管部门共查处广告违法案件1.5万件，处罚没款6929.89万元[1]。与此同时，中国广告业保持快速发展态势，2025年广告业收入首次突破2万亿元，达到20502.1亿元，同比增长32.6%[1]。其中互联网广告发布收入占据主导地位，今年上半年互联网广告发布收入达6121亿元，同比增长25.3%，占全部广告发布收入的86%[1]。
China's State Administration for Market Regulation has released the "Guidelines for Enforcing Advertisement Citation Content," establishing the first regulatory framework to address misleading advertising practices such as using large eye-catching text paired with small disclaimer text [1]. The guidelines shift advertising oversight from merely verifying content truthfulness to a more comprehensive regulatory approach, enabling consumers to clearly understand advertisement information [1].
Under the new rules, advertisers bear the legal responsibility for the accuracy, truthfulness, and lawfulness of cited content and must provide supporting evidence [1]. The guidelines set provincial-level administrative regions as the minimum geographic scope that can be cited, prohibiting advertisers from arbitrarily narrowing the scope to smaller jurisdictions such as counties or municipalities [1]. This measure directly targets common deceptive tactics where advertisers make broad claims but use restrictive geographic qualifications to evade accountability.
Enforcement efforts have intensified recently, with market regulators investigating and processing approximately 15,000 advertising violation cases in the first five months of the year, resulting in fines totaling 692.989 million yuan [1].