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Chinese Authorities to Regulate New Media Ads

The Beijing News, 5/24/11

Gan Lin, deputy director of China's State Administration for Industry and Commerce (SAIC), said yesterday at a press conference that the SAIC will investigate new forms of ads including product placement ads, mobile internet ads, and "pre-roll" ads, and will propose regulations for these types of advertising.

For the past few years, a variety of pre-roll ads, controversial product placements, online ads and SMS ads have appeared in films, television shows, and television programs to such an extent that it is no longer possible to ignore the impact of the advertising industry. Meanwhile, misleading and fraudulent online and mobile ads have been cause for considerable complaints from consumers.

Sun Hongzhi, secretary of SAIC, said that due to historical limitations, existing advertising law only covers traditional media such as radio, television, film, newspapers and periodicals. Sun added advertising regulations will now be revised to cover more forms of new media.

Keywords: Gan Lin online advertising mobile advertising video advertising Sun Hongzhi film Internet television SAIC regulation

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