Measures on the Administration of Internet Advertising were recently revised and released and will come into effect on May 1, according to the State Administration for Market Regulation, China's top market regulator on March 24.

The measures further refine the responsibilities of Internet advertising-related business entities, clarify behavioral norms and strengthen regulatory measures, which are of significance in maintaining the market order and helping the standardized and healthy sustainable development of the digital economy.

The measures regulate pop-up advertisements, open-screen advertisements, and the use of smart devices to publish advertisements. It also refines the rules for regulating advertising through soft text, by means of algorithmic recommendations and using live streaming.

The jurisdictional provisions for advertising spokespersons have been added, which provides an institutional guarantee for strengthening the supervision and enforcement of internet advertising, and gives new momentum to the standardized and orderly development of the internet advertising industry.

China's top market regulator will provide training for local market regulators and improve the awareness of advertising entities to operate lawfully, in a bid to promote high-quality development of the internet advertising industry.

The new measures were revised based on the Interim Measures on the Administration of Internet Advertising, formulated in 2016, to adapt to the new trends and requirements of the industry.