On March 27, China’s State Administration for Market Regulation (SAMR) released the Administrative Measures for Internet Advertising (the "Measures"), with effect from May 1, 2023.

The Measures further define the responsibilities to be assumed by advertisers, internet advertising operators and publishers, and internet information service providers, respectively; actively respond to the social concerns, and set out the norms to regulate some acts frequently complained by the public, such as pop-up advertisements, splash advertisements, and the use of smart devices to publish advertisements; refine the regulatory rules for advertising in key areas, such as soft sell advertising, internet advertisements containing links, pay-per-click advertising, algorithm recommendation-based advertising, internet livestreaming advertising, and publication of advertisements subject to review in disguised form; and add the administrative provisions on advertisement endorser. All these provide important institutional guarantees for strengthening the law enforcement in internet advertising and offer new impetus for the sound and orderly development of internet advertising industry. 

(Source: China’s State Administration for Market Regulation)