The Administrative Enforcement Guidelines on Cited Content in Commercial Advertisements came into force on June 3, 2026.
Commercial advertisements aim to promote goods and services for profit. For this reason, many operators tend to break promotional boundaries to achieve better publicity outcomes. In particular, numerous enterprises frequently cite test data, survey reports and other materials to make their advertisements appear objective and credible. There is a wide variety of problems regarding cited content in advertisements. On June 3, 2026, the State Administration for Market Regulation (SAMR) issued the Administrative Enforcement Guidelines on Cited Content in Commercial Advertisements, laying down clearer compliance requirements for advertisements referencing data, excerpts, survey results and similar materials. Given the Guidelines contain extensive…