Hangzhou, July 1st (Xī Jīnyàn) According to a message from the Zhejiang Provincial Market Supervision Administration on July 1st, in response to the current problems of internet interactive advertising marketing promotion activities such as big wheel, lucky bag, gold egg breaking, red packet distribution, and other marketing promotion activities, setting up consumption traps, and profiting from default selection and silent authorization, Zhejiang has issued and implemented the

In recent years, with the rapid development of the platform economy and the iterative upgrading of digital technology, internet advertising has become one of the application scenarios with early application of digital technology, good implementation effect, and high profit conversion rate.

In 2024, the digital advertising business represented by internet advertising in Zhejiang Province achieved a revenue of 132.321 billion yuan, accounting for 81.93% of its advertising business revenue.

However, while the industry is developing rapidly, problems such as automatic redirection, induced consumption, technical abuse, and pop-up interference occur from time to time, seriously affecting the consumer experience and posing illegal and regulatory risks of infringing on consumer rights and interests.

According to the information, common illegal behaviors of interactive advertising and publicity mainly include: using activities such as big wheel, lucky bags, gold egg breaking, and red envelope distribution to attract consumers with high prize rates, while the prize page is actually used to divert traffic by merchants; the displayed products in interactive activities do not match the actual products; platform operators know or should know that the interactive advertising and publicity conducted by operators within the platform infringes on the legitimate rights and interests of consumers, but fail to take necessary measures in accordance with the law.

In order to protect the legitimate rights and interests of consumers and promote the healthy development of Internet advertising, the Zhejiang Provincial Administration for Market Regulation guided the Hangzhou Market Regulation Bureau to formulate the 'Guidance on the Lawful Operation of Internet Interactive Advertising and Publicity Risk Control (Trial Implementation)', systematically regulating the behavior of Internet interactive advertising.

The 'Guidance' consists of 25 articles, for the first time clearly defining the forms, legal applicability, basic principles, and market supervision principles of Internet interactive advertising and publicity activities. It requires that interactive advertising forms should be identifiable and publicize the entity information to avoid misleading consumers; the content should be true and comprehensive, and false inducement and assistance in false publicity should be prohibited to avoid诱导 consumption; technically, it ensures that advertisements can be closed with one click, inform the jump, and prohibit the insertion of links and forced jumps to avoid interfering with the normal use of consumers; and on the service side, it standardizes the procedures for automatic renewal and the return of deposits and protects the legitimate rights and interests of minors to avoid consumers suffering property losses.

The 'Guidance' first clarifies the concept of online lottery and proposes the management requirements of 'two public announcements, two prohibitions, and one record'. The operators of online lotteries should publish the rules of online lottery and the rules of special prizes in a prominent manner, prohibit false publicity and 'tyrant clauses', and retain complete records of the lottery.

According to the relevant person in charge of the Hangzhou Market Regulation Bureau, the 'Guidance' systematically defines more than 20 types of interactive advertising publicity forms for the first time, clearly distinguishing the legal boundaries of advertising and publicity, and provides a replicable supervision template.

In addition, the 'Guidance' achieves the organic combination of standardized supervision and law enforcement with the promotion of industrial development through the dual-track system of 'technical supervision + rule refinement' and 'rule + case'. For example, Articles 9, 10, 18, and 19 prohibit false publicity, traffic hijacking, and data falsification that扰乱 market fairness, effectively regulating the competitive behavior of operators. In addition to the 'Guidance', the related typical cases in the field of Internet interactive advertising and publicity provide practical samples for grassroots law enforcement.

The 'Guidance' also directly hits the pain points of consumption by significantly publicizing the activity rules, ensuring 'one-click shutdown', automatic renewal, and the return of deposits, enhancing the public's confidence in the consumption of Internet services.

On June 30th, the Zhejiang Province Internet Interactive Advertising Compliance Practice Guidance Conference was held in Hangzhou. The conference conducted propaganda and interpretation of the 'Guidance on the Lawful Operation of Internet Interactive Advertising and Publicity Risk Control (Trial Implementation)', explaining the supervision rules through case studies.

The relevant person in charge of the Zhejiang Provincial Administration for Market Regulation stated that they will strengthen the safety defense line, enhance the whole chain control, uphold the bottom line of credibility, protect commercial ethics, innovate the way of supervision, improve the governance efficiency, resolutely resist the unhealthy atmosphere of 'low quality competition', 'low price competition', and 'inferior product competition', enhance the positive energy of competing with credibility, reputation, and long-term development, and continuously optimize the ecological environment of the Internet advertising industry in Zhejiang Province.