The Cyberspace Administration of China ("CAC") recently drafted the Administrative Measures for Internet Pop-up Push Services (Draft for Comment) (the "Draft for Comment") to solicit public opinions. 

The Draft for Comment specifies that internet pop-up push services shall not set up algorithm models that violate laws and regulations or violate ethics and morality to induce users' addiction and excessive consumption; shall not abuse personalized pop-up windows or use algorithms to block or excessively recommend any information; shall not abuse algorithms to create portraits for minor users or push any information to minor users that may affect their physical and mental health. Meanwhile, the Draft for Comment stresses that, to use pop-up window to push any advertisement information, content compliance review must be passed, and it shall not violate relevant national laws and regulations; it shall be identifiable, with the text "advertisement" being noticeably marked and explicitly shown to users; efforts shall be made to ensure that any pop-up advertisement can be closed with only one click. Furthermore, it is prohibited to present any third-party link, QR code and other information that maliciously attracts traffic and causes a redirect by means of pop-up information push; or to use pop-up information push to induce users' click throughs to falsify viewership data and commit traffic hijacking.

(Source: Cyberspace Administration of China)