China steps up pressure on tech with draft online ad rules

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China’s market regulator proposed new rules on Nov 26 that would increase online advertising oversight, including stipulating that adverts should not affect normal Internet use or mislead users.

Authorities in China have tightened regulation across a range of industries this year, with an emphasis on technology.

Internet advertising must “meet the requirements for the establishment of socialist spiritual civilisation and the promotion of excellent traditional culture of the Chinese nation”, the State Administration for Market Regulation said. The proposed rules also call for bans on advertisements aimed at minors promoting medical treatments, cosmetics and online games “that are not conducive to the physical and mental health of minors”.Shares in Hong Kong-listed Tencent and delivery giant Meituan fell 0.5% and 1% respectively after the draft rules were published.

 

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