The State Administration for Market Regulation is comprehensively promoting the governance of the internet advertising ecosystem. This year, the key focus will be on six aspects of market order rectification tasks.

Recently, the State Administration for Market Regulation issued the "Notice on Deepening the Governance of Internet Advertising Ecological Environment" and the "Key Tasks for Rectifying the Order of the Internet Advertising Market," deploying a comprehensive plan for deepening the governance of the internet advertising ecosystem, and deciding to carry out a six-month campaign to rectify the order of the internet advertising market. Currently, China's internet advertising industry is developing rapidly, forming a complex ecosystem driven by data and empowered by technology. However, old issues such as a lack of creativity in internet advertising and an emphasis on hype still exist, while new problems such as the abuse of artificial intelligence and the excessive pursuit of traffic are increasingly prominent. It is urgent to govern the internet advertising ecosystem comprehensively and systematically. To this end, the State Administration for Market Regulation issued the "Notice on Deepening the Governance of Internet Advertising Ecological Environment," proposing for the first time the concept of "governing the internet advertising ecosystem," deploying tasks in five aspects including perfecting the supervision system for internet advertising, strengthening the responsibility of internet platform enterprises, intensifying the supervision of key areas and new formats of advertising, enhancing monitoring technology and law enforcement capacity building, and strengthening the direction and values of advertising, outlining a blueprint for advancing the governance of the internet advertising ecosystem. The governance of the internet advertising ecosystem is a systematic project. The State Administration for Market Regulation has decided to strengthen the rectification of the order of the internet advertising market as a breakthrough in advancing the governance of the internet advertising ecosystem, planning to crack down on internet advertising violations that are strongly reported by the public in a strict and law-abiding manner through a six-month rectification campaign, effectively maintain the order of the internet advertising market, lay a solid foundation for other aspects of the governance of the internet advertising ecosystem, and create a good atmosphere. Therefore, the State Administration for Market Regulation issued the "Key Tasks for Rectifying the Order of the Internet Advertising Market," detailing tasks focusing on six areas including strengthening the guidance and supervision of internet advertising, enhancing the supervision of advertising activities in live e-commerce, strengthening the supervision of AI-generated ads, increasing the regulations on internet pop-up ads, strengthening the regulation of "matrix" internet advertising placements, and further reinforcing the main responsibility of internet platforms, to target prominent issues accurately and maintain a good order in the internet advertising market. This article is reprinted from the "Market Talk" official account. Editor: Jiang Yuanhua.