China: State Administration for Market Regulation issued enforcement guidelines on application of Advertising Law

On 4 July 2025, the State Administration for Market Regulation issued the enforcement guidelines on the application of the Advertising Law and Internet Advertising Management Measures. The guidelines state that commercial advertisements should be published by advertisers themselves or through commissioned parties and must simultaneously possess characteristics such as marketing intent, media dissemination, non-specific audiences, and a non-compulsory nature. The definition serves to distinguish commercial advertisements from other forms of commercial promotion. The guidelines also introduce a checklist to help identify scenarios in which various advertising laws and regulations apply.