China: Adopted Internet Advertising Management Measures including consumer protection regulation

On 25 February 2023, China's State Administration for Market Regulation (SAMR) adopted its Internet Advertising Management Measures, including consumer protection measures, which will come into effect on 1 May 2023. The Measures clarify the responsibilities of advertisers and the limitations to lawful advertisement on the internet, including the prohibition of a series of dark patterns to influence consumer behaviour. The Measures also require advertisements to be identifiable. If relevant, details about algorithmic recommendation services must be published. Violations of the provisions in the Measures are subject to administrative sanctions.