<p>
平台拟更新《i百联平台商品信息展示规则》</p>
<p>
公示期:2022年3月8日至2022年3月16日,2022年3月17日起正式生效。如有相关建议/意见,请邮件至平台合规联合工作小组(qqd_pthglhgzxz@bl.com)。</p>
<p>
<!--[if gte mso 9]><xml>
<o:OfficeDocumentSettings>
<o:AllowPNG/>
</o:OfficeDocumentSettings>
</xml><![endif]--><!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:DrawingGridVerticalSpacing>7.8 磅</w:DrawingGridVerticalSpacing>
<w:DisplayHorizontalDrawingGridEvery>0</w:DisplayHorizontalDrawingGridEvery>
<w:DisplayVerticalDrawingGridEvery>2</w:DisplayVerticalDrawingGridEvery>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-US</w:LidThemeOther>
<w:LidThemeAsian>ZH-CN</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:SpaceForUL/>
<w:BalanceSingleByteDoubleByteWidth/>
<w:DoNotLeaveBackslashAlone/>
<w:ULTrailSpace/>
<w:DoNotExpandShiftReturn/>
<w:AdjustLineHeightInTable/>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:EnableOpenTypeKerning/>
<w:DontFlipMirrorIndents/>
<w:OverrideTableStyleHps/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--><!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="false"
DefSemiHidden="false" DefQFormat="false" DefPriority="99"
LatentStyleCount="375">
<w:LsdException Locked="false" Priority="0" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index 9"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" Name="toc 9"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footnote text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="header"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footer"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index heading"/>
<w:LsdException Locked="false" Priority="35" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of figures"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="envelope address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="envelope return"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="line number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="page number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of authorities"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="macro"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="toa heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 5"/>
<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Closing"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Signature"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="true"
UnhideWhenUsed="true" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Mention"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Smart Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hashtag"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Unresolved Mention"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:普通表格;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin:0cm;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:10.5pt;
mso-bidi-font-size:11.0pt;
font-family:"Calibri",sans-serif;
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;
mso-font-kerning:1.0pt;}
</style>
<![endif]--></p>
<p align="center" class="MsoNormal" style="text-align:center;text-indent:32.3pt;
mso-char-indent-count:2.02">
<span lang="EN-US" style="font-size:16.0pt;
font-family:"微软雅黑",sans-serif">i</span><span style="font-size:16.0pt;
font-family:"微软雅黑",sans-serif">百联平台商品信息展示规则</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">根据《中华人民共和国广告法》、</span> <span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:
minor-latin;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin">《中华人民共和国价格法》、</span> <span style="font-family:
宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">《价格违法行为行政处罚规定》、</span> <span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:
minor-latin;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin">《禁止价格欺诈行为的规定》等法律法规规定,平台内经营者提交</span><span lang="EN-US">/</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">录入的商品资料、广告宣传物料、商品价格需遵循以下标准</span><span lang="EN-US">/</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">规范:</span></p>
<h1>
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:
minor-latin;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin">一般审查标准</span></h1>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">一、基本原则</span><span style="color:black;
mso-themecolor:text1"> </span></h2>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;mso-pagination:widow-orphan">
<span lang="EN-US" style="font-family:宋体;color:black;mso-themecolor:text1">1.</span><span style="font-family:宋体;color:black;mso-themecolor:text1">广告应当真实、合法,以健康的表现形式表达广告内容,符合社会主义精神文明建设和弘扬中华民族优秀传统文化的要求。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">2.</span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中使用的画面、形象应当优美、高雅、文明,不得使人产生厌恶、恐怖、痛苦等不良感觉,不得有过分的感官刺激,不得含有性挑逗或性诱惑,不得导致危险或不良行为的发生。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> </span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">二、关于虚假广告</span></h2>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l30 level1 lfo36">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告不得含有虚假或者引人误解的内容,不得欺骗、误导消费者。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l30 level1 lfo36">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告有下列情形之一的,为虚假广告:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)商品或者服务不存在的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)所宣传的商品或者服务的主要内容(包括商品和服务所能达到的标准、效用,所使用的注册商标,获奖情况,销售情况以及产品生产企业和服务提供单位等),以及与商品或者服务有关的允诺等信息与实际情况不符,对购买行为有实质性影响的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)使用虚构、伪造或者无法验证的科研成果、统计资料、调查结果、文摘、引用语等信息作证明材料的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">4</span>)虚构使用商品或者接受服务的效果的;</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">(<span lang="EN-US">5</span>)以虚假或者引人误解的内容欺骗、误导消费者的其他情形。</span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">三、关于商品或者服务主要要素表述</span></h2>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l25 level1 lfo35">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中对商品或者对服务的主要要素(商品的性能、功能、产地、用途、质量、成分、价格、生产者、有效期限、允诺等或者对服务的内容、提供者、形式、质量、价格、允诺等)有表示的,应当清楚、明白,不得使消费者产生误解。 </span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l25 level1 lfo35">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中表明推销的商品或者服务附带赠送的,应当明示所附带赠送商品或者服务的品种、规格、数量、期限和方式。</span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l25 level1 lfo35">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;mso-bidi-font-family:Calibri;mso-bidi-theme-font:
minor-latin;color:black;mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中应当标示标注的内容,应当显著、清晰。</span></p>
<h2>
<span style="mso-bookmark:
_Toc445819806"><span style="mso-bidi-font-size:10.5pt;font-family:宋体;
mso-ascii-font-family:"Calibri Light";mso-ascii-theme-font:major-latin;
mso-fareast-theme-font:major-fareast;mso-hansi-font-family:"Calibri Light";
mso-hansi-theme-font:major-latin;color:black;mso-themecolor:text1">四、不得发布法律、法规禁止的广告</span></span><span style="mso-bidi-font-size:10.5pt;color:black;mso-themecolor:text1"> </span></h2>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;mso-pagination:widow-orphan">
<span style="mso-bidi-font-size:
10.5pt;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">广告不得有下列情形:</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">使用或者变相使用中华人民共和国的国旗、国歌、国徽,军旗、军歌、军徽;</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">使用或者变相使用国家机关、国家机关工作人员的名义或者形象;不得利用党和国家领导人的形象(含各种卡通虚拟形象),包括离任或者已故党和国家领导人的形象作商业促销宣传。不得使用特型演员以扮演党和国家领导人形象的方式发布商业广告。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">广告中不得含有以下内容:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)含有“特供”、“专供”国家机关的内容或类似内容;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)利用与国家机关有密切联系的特定地点名称或者标志性建筑物的名称,及利用国宴、国宾等内容宣传“特供”、“专供”的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)假借“特供”、“专供”或“内部特供、专用”等类似名称推销商品、服务,进行引人误解的虚假宣传的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">4</span>)其他含有“特供”、“专供”国家机关及类似内容,易造成社会不良影响的。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">使用“国家级”、“最高级”、“最佳”等用语;“要注意依据广告内容、具体语境综合判定是否属于禁止使用的绝对化用语”。针对具体广告内容的审查中应当注意以下三点:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)具有词义的相同性。该条款禁止的绝对化用语不仅限于法律中列举的“最高级”、“最佳”的用语,还包括与其具有相同词义的用语,即表示程度的最高级形容词。《广告法》第九条第(三)项所含的“国家级”用语,不视作绝对化用语,而作为禁止在广告中使用的广告用语。如果“国家级”称号系通过法律或行政法规授权获得的,应当允许使用。广告中引用该商品或服务获得的评奖内容,视作广告内容的组成部分;广告中以“最……之一”的形式表述的,视作为表示程度的最高级形容词。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)具有语义的关联性。符合上述条件的形容词,形容标的应当是广告所推销的商品或所提供的服务。此处的关联性不仅指商品或服务本身,还应包括与广告商品或服务相关,对购买行为有实质性影响的其他信息。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)具有语境的排他性。结合广告个案的综合语境,绝对化用语的意思表示具有损害同行竞争者利益的可能性,即其对商品或服务的绝对化表示贬低了其他同类商品或服务。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">在结合广告内容和综合语境的前提下,不应属于禁止使用的绝对化用语的情形,归纳列举(但不限于此)如下:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)表示时空顺序的用语,或者可被证实的历史事实,不会发展变化的,例如“首款、首秀、首发、最早、独家、唯一”以及“销量、销售额、市场占有率第一”等。广告审查中应当查验广告内容真实性的相关证明,并标明时间和适用范围,通过公开数据获得的结论还应当标明数据来源。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)明示为自我比较的程度分级,例如某商品广告称为消费者提供舒适、高端、顶级三款高品质的商品,其中的“顶级”不具有排除其他同类商品的可能,不属于禁止使用的绝对化用语。此类情形还例如:最大户型、最小尺码、顶配车型等。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)在某行业领域由相关标准认定的分级,或者已被公众广泛接受的分级,例如安吉白茶国家标准中,把产品分为“精品、特级、一级、二级”共四个质量等级,针对特定“精品级”安吉白茶广告称为“最高等级”或“最高级”,通常不属于禁止使用的绝对化用语。广告审查中应当要求广告主提供有关分级的依据及等级检验证明,不得混淆等级标准把非最高等级商品一并宣传为最高级。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">4</span>)明示商家的经营理念和追求目标的,如“顾客第一”、“力求完美品质”等用语,客观上没有造成误导的可能,不属于禁止使用的绝对化用语。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;mso-pagination:
widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">损害国家的尊严或者利益,泄露国家秘密;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">广告中不得随意使用变形地图或者违法编制出版的地图,在使用中国地图过程中,不得擅自改变国家界限、行政区域界限以及漏绘钓鱼岛、赤尾岛、南海诸岛等重要岛屿。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">广告中涉及中国地图的,应查验测绘部门核发的《地图审查批准书》或标注在地图版权页上的审图号。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">广告中不得将中国香港、澳门、台湾地区与中国或者其他主权国家并列,不得使用一中一台、中港、中澳等表达方式。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">妨碍社会安定,损害社会公共利益;</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">危害人身、财产安全,泄露个人隐私;</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">7.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">妨碍社会公共秩序或者违背社会良好风尚;</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">8.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">含有淫秽、色情、赌博、迷信、恐怖、暴力的内容;</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">9.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">含有民族、种族、宗教、性别歧视的内容;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">使用妇女模特,不得有损于妇女形象和健康。妇女模特采用裸露内衣的画面以及泳装,应当与宣传的商品和画面的环境相适应。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">10.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">妨碍环境、自然资源或者文化遗产保护;</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">11.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">在目前医疗技术条件下,近视不能治愈。发布儿童青少年近视防控产品服务的广告,应当遵守《广告法》的各项规定,并不得使用“康复”、“恢复”、“摘镜”、“降低度数”、“近视治愈”、“近视克星”、“度数修复”等表述或者降低近视度数的画面、视频等误导近视儿童青少年和家长。</span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l13 level1 lfo34">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;mso-bidi-font-family:Calibri;mso-bidi-theme-font:
minor-latin"><span style="mso-list:Ignore">12.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">法律、行政法规规定禁止的其他情形。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt"> </span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">五、关于广告中未成年人和残疾人保护</span></h2>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l27 level1 lfo33">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告不得损害未成年人和残疾人的身心健康。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l27 level1 lfo33">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">针对不满十四周岁的未成年人的商品或者服务的广告不得含有下列内容:<br />
(<span lang="EN-US">1</span>)劝诱其要求家长购买广告商品或者服务;<br />
(<span lang="EN-US">2</span>)可能引发其模仿不安全行为。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l27 level1 lfo33">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">儿童广告应当有益于儿童生理和心理健康,有利于培养儿童优秀的思想品质和高尚的品德。不适宜儿童使用的商品广告,不得有儿童参加演示。针对儿童宣传的广告,应当进行浅显的能够为儿童正确理解的描述。广告中出现的儿童或家长,应当表现为具有良好行为或态度的典范。不得发布下列儿童广告: </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)有损儿童的身心健康和道德品质的;<span lang="EN-US"><span style="mso-spacerun:yes"> </span></span></span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)利用儿童给家长施加购买压力的; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)影响儿童对长辈或他人尊重或友善的;<span lang="EN-US"><span style="mso-spacerun:yes"> </span></span></span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">4</span>)影响对儿童进行正确教育的; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">5</span>)以是否拥有某种商品使儿童产生优越感或自卑感的; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">6</span>)儿童模特对宣传的商品的演示超出一般儿童行为能力的; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">7</span>)表现不应由儿童单独从事的某种活动的; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">8</span>)可能引发儿童任何不良事故或行为的; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">9</span>)利用超出儿童判断力的描述,使儿童误解,或者变相欺骗儿童的。</span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">六、关于广告中涉及行政许可内容</span></h2>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l32 level1 lfo32">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告内容涉及的事项需要取得行政许可的,应当与许可的内容相符合。</span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">七、关于广告引证内容使用</span></h2>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l19 level1 lfo31">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告使用数据、统计资料、调查结果、文摘、引用语等引证内容的,应当真实、准确,并表明出处。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l19 level1 lfo31">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">引证内容有适用范围和有效期限的,应当明确表示。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l19 level1 lfo31">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中使用的数据、统计资料和调查结果等内容,不简单等同于《广告法》所称“引证内容”。广告中使用的数据、统计资料和调查结果,通常是由第三方提供的,当然也不排除广告主通过试验、市场调查等方式自行取得。如果广告中使用的数据……等引证内容是由第三方提供的,则应当标明出处,即引证内容的来源。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)根据以上解释,如果广告中使用的数据、统计资料和调查结果是由广告主自行取得的(包括广告主委托第三方取得的),不受“应当表明出处”的形式要件约束。对此,广告主应当具备自行或委托第三方开展试验、调查的相关证明材料。广告发布者和经营者应当依据证明材料核对广告内容的合法性,包括是否伪造、篡改数据构成虚假广告,是否存在片面使用数据、隐瞒与生活常态迥异的试验条件等构成误导广告等情形,对内容违法或证明文件不全的广告,不得提供设计、制作、代理和发布等广告服务。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)“文摘”是指选取有关文章的部分片段;“引用语”是指转引他人的语言或文字材料。广告中使用“文摘”“引用语”等内容的,通常视作广告的引证内容,应当遵守《广告法》第十一条的规定。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)对广告中使用的数据、统计资料、调查结果、文摘、引用语等内容,除按照上述标准审查是否为广告中的“引证内容”之外,还应当依据相关证明材料,全面审查广告内容的实质合法性,视情要求标明有关说明事项,不得使用不真实、不准确、断章取义的广告内容,欺骗或误导消费者。</span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">八、关于在广告中使用专利</span></h2>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l4 level1 lfo30">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中涉及专利产品或者专利方法的,应当标明专利号和专利种类。 </span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l4 level1 lfo30">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">未取得专利权的,不得谎称取得专利权。 </span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l4 level1 lfo30">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">禁止使用未授予专利权的专利申请和已经终止、撤销、无效的专利做广告。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;mso-pagination:widow-orphan;mso-list:l4 level1 lfo30">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中宣传在商品或者服务中使用的专利,还应注意该专利在商品或者服务中的实际使用。</span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">九、关于贬低广告</span></h2>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;mso-pagination:
widow-orphan;mso-list:l11 level1 lfo29">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">广告不得贬低其他生产经营者的商品或者服务。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;mso-pagination:
widow-orphan;mso-list:l11 level1 lfo29">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">比较广告应符合公平、公正竞争的原则;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)比较广告的内容应当是相同的商品或可类比的商品,比较之处应当具有可比性;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)比较的内容应当有科学的依据和证明;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">3</span>)比较广告使用的语言、文字的描述,应当准确,并且能使消费者理解,不得直接或间接影射、中伤、诽谤其他产品和服务;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">4</span>)比较广告不得造成不使用该种商品将会造成严重损失或者不良后果的感觉(安全、劳保用品除外)。</span></p>
<h2>
<span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十、关于广告中使用医疗用语或者易与药品、医疗器械相混淆的用语</span></h2>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;mso-pagination:
widow-orphan;mso-list:l28 level1 lfo28">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">除医疗、药品、医疗器械广告外,禁止其他任何广告涉及疾病治疗功能,并不得使用医疗用语或者易使推销的商品与药品、医疗器械相混淆的用语。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;mso-pagination:
widow-orphan;mso-list:l28 level1 lfo28">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">除医疗、药品、医疗器械广告外,在其他任何广告中使用下列用词(用语)的,可以认定其违反《广告法》第十七条的规定。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">1</span>)涉及疾病诊断和治疗的内容,包括:使用医学名称及诊疗科目名称,如中医、西医、中西医结合、内科、外科、妇科、五官科、牙科等;使用各种疾病的名称及疾病的治疗用语,如医疗、医治、治疗、诊治、就诊、治愈、康复等;含有疾病诊断方法和手段的用词,如体检、化验、<span lang="EN-US">B</span>超、<span lang="EN-US">CT</span>、透射、验血等;含有疾病治疗方法和手段的用词,如处方、开方、抗病毒、手术及手术名称、注射、化疗、理疗、整形等;含有表述疾病症状改善的用词,如退烧、退热、止痛、止咳等;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(<span lang="EN-US">2</span>)属于医疗术语或医疗用语的,包括:中药、西药、药方、复方、药物、消炎、抗炎、活血、解毒、抗敏、防敏、脱敏、祛瘀;</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">(<span lang="EN-US">3</span>)除消毒用品以及具有特殊功能的日化产品(如洗涤用品、人体清洁用品等)以外,在化妆品以及其他直接适用于人体的商品广告中使用抗菌、抑菌、除菌、灭菌、防菌等(此类商品在广告中宣传直接作用于人体后,会对人体产生抗菌、抑菌、除菌、灭菌、防菌的作用。如果广告仅是宣传商品本身的抗菌、抑菌、除菌、灭菌、防菌作用的,且具备科学性、真实性依据的,如抗菌毛巾、抗菌袜子、抗菌牙刷、抗菌纸尿裤等,其在商品原料中添加了抗菌、抑菌、除菌等成分,又有相关检测报告的,不违反《广告法》第十七条的规定)</span></p>
<h2>
<span style="mso-bookmark:
_Toc445819807"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十一、保护未成年人</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l5 level1 lfo1">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;mso-bidi-font-family:Calibri;mso-bidi-theme-font:
minor-latin;color:black;mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">不得在中小学校、幼儿园内开展广告活动,不得利用中小学生和幼儿在学习生活中必须使用或者经常接触的物品、场所等载体发布或者变相发布广告,但公益广告除外。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l5 level1 lfo1">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;mso-bidi-font-family:Calibri;mso-bidi-theme-font:
minor-latin;color:black;mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">在针对未成年人的大众传播媒介上不得发布医疗、药品、保健食品、医疗器械、化妆品、酒类、美容广告,以及不利于未成年人身心健康的网络游戏广告。</span><span style="mso-bidi-font-size:10.5pt;color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819808"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十二、广告代言人</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l0 level1 lfo2">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告代言人在广告中对商品、服务作推荐、证明,应当依据事实,符合广告法和有关法律、行政法规规定,并不得为其未使用过的商品或者未接受过的服务作推荐、证明。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l0 level1 lfo2">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">不得利用不满十周岁的未成年人作为广告代言人。</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l0 level1 lfo2">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">对在虚假广告中作推荐、证明受到行政处罚未满三年的自然人、法人或者其他组织,不得利用其作为广告代言人。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l0 level1 lfo2">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">医疗、药品、医疗器械广告不得利用广告代言人作推荐、证明;</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l0 level1 lfo2">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">保健食品广告不得利用广告代言人作推荐、证明;</span></p>
<h2>
<span style="mso-bookmark:
_Toc445819814"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十三、语言文字的正确使用</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告使用的语言文字,用语应当清晰、准确,用字应当规范、标准。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告用语用字应当使用普通话和规范汉字。</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告中不得单独使用汉语拼音。广告中如需使用汉语拼音时,应当正确、规范,并与规范汉字同时使用。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告中数字、标点符号的用法和计量单位等,应当符合国家标准和有关规定。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告中不得单独使用外国语言文字。广告中如因特殊需要配合使用外国语言文字时,应当采用以普通话和规范汉字为主、外国语言文字为辅的形式,不得在同一广告语句中夹杂使用外国语言文字。广告中的外国语言文字所表达的意思,与中文意思不一致的,以中文意思为准。在下列情况下,广告中使用的外国语言文字不适用上述规定:</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)商品、服务通用名称,已注册的商标,经国家有关部门认可的国际通用标志、专业技术标准等;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)经国家有关部门批准,以外国语言文字为主的媒介中的广告所使用的外国语言文字。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告用语用字,不得出现下列情形:</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)使用错别字;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)违反国家法律、法规规定使用繁体字;</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)使用国家已废止的异体字和简化字;</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)使用国家已废止的印刷字样;</span></p>
<p class="MsoNormal" style="margin-left:42.0pt;mso-para-margin-left:2.0gd;
text-indent:-21.0pt;mso-char-indent-count:-2.0">
<span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;
mso-themecolor:text1">5</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)广告中出现的注册商标定型字、文物古迹中原有的文字以及经国家有关部门认可的企业字号用字等,不适用上述规定,但应当与原形一致,不得引起误导。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">7.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告中成语的使用必须符合国家有关规定,不得引起误导,对社会造成不良影响。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l17 level1 lfo4">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">8.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告中因创意等需要使用的手书体字、美术字、变体字、古文字,应当易于辨认,不得引起误导。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819813"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十四、审查广告主经营范围</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoNormal" style="text-indent:21.0pt">
<span lang="EN-US" style="color:black;mso-themecolor:text1">i</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">百联所推销的商品或者所提供的服务应当符合广告主的经营范围,应依发布的广告内容审核广告主资质,包括但不限于如下:</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">审核营业执照;</span><span style="color:black;mso-themecolor:
text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布旅游服务广告的,审核《旅行社业务经营许可证》;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布医疗服务广告的,审核《医疗机构执业许可证》;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布证券投资咨询服务广告的,审核《证券投资咨询业务资格证书》;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布民办教育机构广告的,审核《民办学校办学许可证》;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布自费出国留学中介服务广告的,审核《自费出国留学中介服务机构资格认定证书》。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">7.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布化妆品广告的,审核《化妆品生产企业卫生许可证》、《化妆品生产许可证》以及按照《化妆品管理办法》及相关法律法规应当取得的材料。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">8.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布的广告中使用人民币图样的,或者发布含有人民币图样商品的广告,审核中国人民银行人民币图样许可批准文件、中国人民银行经营流通人民币许可证、装帧流通人民币许可批准文件。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l9 level1 lfo3">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">9.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布的广告根据《广告法》和相应的法律法规,应当审核的其他材料。</span></p>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<h1>
<span style="mso-bookmark:
_Toc445819821"><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">商品类广告审查标准</span></span></h1>
<h2>
<span style="mso-bookmark:
_Toc445819822"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">一、普通食品广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l14 level1 lfo5">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">《食品安全法》禁止生产经营的以及违反国家食品卫生有关规定生产经营的食品禁止发布广告。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l14 level1 lfo5">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">不得在大众传播媒介或者公共场所发布声称全部或者部分替代母乳的婴儿乳制品、饮料和其他食品广告,<span style="color:black;mso-themecolor:text1">不得使用哺乳妇女和婴儿的形象。</span></span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l14 level1 lfo5">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">食品广告不得出现下列内容:</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin">(</span><span lang="EN-US">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">)使用医疗用语和与药品相混淆的用语;</span></p>
<p class="MsoNormal" style="margin-left:21.0pt">
<span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">(</span><span lang="EN-US">2</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">)直接或间接地宣传对疾病的治疗作用,或者借助宣传某些成份的作用明示或暗示该食品的治疗作用;</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:0cm;mso-char-indent-count:
0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:
minor-latin;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">)不得宣传保健功能,也不得借助宣传某些成份的作用明示或者暗示其保健作用。</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得使用医疗机构、医生、专家、消费者的名义或者形象直接或间接为产品的特定功效作证明。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l14 level1 lfo5">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">药食同源物质目录以国家卫生和计生委员会公布的《按照传统既是食品又是中药材物质目录》内记载的为准。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:21.0pt;text-align:left;text-indent:0cm;mso-char-indent-count:
0;mso-pagination:widow-orphan">
<span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">药食同源物质作为原料生产药品或者食品、保健食品的,其广告标准按照生产加工后的商品属性予以规范。 </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:0cm;mso-char-indent-count:
0">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">药食同源物质单独作为商品进行销售的,应当根据生产加工企业及生产标准判定其商品性质。生产加工企业为食品生产企业,或按照食品<span lang="EN-US">QS</span>标准进行生产的,商品性质属于食品,其广告标准应当遵守《广告法》第十七条的规定,不得涉及疾病治疗功能,并不得使用医疗用语或者易使推销的商品与药品、医疗器械相混淆的用语。生产加工企业为药品生产企业,并按照药品或者中药饮片的加工标准进行生产加工的,商品性质属于中药材或者中药饮片,宣传的功效内容以最新《中华人民共和国药典》中的相关记载为准,并遵守《广告法》第十六条的规定。</span></p>
<h2>
<span style="mso-bookmark:
_Toc445819823"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">二、三品一械广告</span></span><span style="color:black;mso-themecolor:text1"> </span><span style="font-family:宋体;
mso-ascii-font-family:"Calibri Light";mso-ascii-theme-font:major-latin;
mso-fareast-theme-font:major-fareast;mso-hansi-font-family:"Calibri Light";
mso-hansi-theme-font:major-latin;color:black;mso-themecolor:text1">(药品、医疗器械、保健食品、特殊医学用途配方食品)</span></h2>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体">一、发布的含有药品、医疗器械、保健食品、特殊医学用途配方食品的产品名称、适应症(功能主治)、产品使用范围、保健功能、配方、营养学特征以及其他关联性内容的广告,应当按照《广告法》(<span lang="EN-US">2015</span>年<span lang="EN-US">9</span>月<span lang="EN-US">1</span>日起施行)和《药品、医疗器械、保健食品、特殊医学用途配方食品广告审查管理暂行办法》(国家市场监管总局令第<span lang="EN-US">21</span>号。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">二、未经审查,不得发布药品、医疗器械、保健食品、特殊医学用途配方食品广告。药品、医疗器械、保健食品和特殊医学用途配方食品广告中只宣传产品名称(含药品通用名称和药品商品名称)的,无需审查。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">发布药品、医疗器械、保健食品和特殊医学用途配方食品广告应当显著标明广告批准文号(只宣传产品名称的除外)。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">药品、医疗器械、保健食品和特殊医学用途配方食品广告中应当显著标明的内容,其字体和颜色必须清晰可见、易于辨认,在视频广告中应当持续显示。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">三、广告主、广告经营者、广告发布者应当严格按照审查通过的内容发布药品、医疗器械、保健食品和特殊医学用途配方食品广告,不得进行剪辑、拼接、修改。已经审查通过的广告内容需要改动的,应当重新申请广告审查。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">四、下列药品、医疗器械、保健食品和特殊医学用途配方食品不得发布广告:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(一)麻醉药品、精神药品、医疗用毒性药品、放射性药品、药品类易制毒化学品,以及戒毒治疗的药品、医疗器械; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(二)军队特需药品、军队医疗机构配制的制剂; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(三)医疗机构配制的制剂; </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(四)依法停止或者禁止生产、销售或者使用的药品、医疗器械、保健食品和特殊医学用途配方食品<span lang="EN-US">; </span></span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(五)法律、行政法规禁止发布广告的情形。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">五、处方药和特殊医学用途配方食品中的特定全营养配方食品广告只能在国务院卫生行政部门和国务院药品监督管理部门共同指定的医学、药学专业刊物上发布。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">不得利用处方药或者特定全营养配方食品的名称为各种活动冠名进行广告宣传。不得使用与处方药名称或者特定全营养配方食品名称相同的商标、企业字号在医学、药学专业刊物以外的媒介变相发布广告,也不得利用该商标、企业字号为各种活动冠名进行广告宣传。 </span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">特殊医学用途婴儿配方食品广告不得在大众传播媒介或者公共场所发布。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">六、下列情形的,不得继续发布审查批准的广告,申请人应当主动申请注销药品、医疗器械、保健食品和特殊医学用途配方食品广告批准文号:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(一)主体资格证照被吊销、撤销、注销的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(二)产品注册证明文件、备案凭证或者生产许可文件被撤销、注销的;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(三)法律、行政法规规定应当注销的其他情形。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">七、药品广告的内容应当以国务院药品监督管理部门核准的说明书为准。药品广告涉及药品名称、药品适应症或者功能主治、药理作用等内容的,不得超出说明书范围。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">药品广告应当显著标明禁忌、不良反应,处方药广告还应当显著标明“本广告仅供医学药学专业人士阅读”,非处方药广告还应当显著标明非处方药标识(<span lang="EN-US">OTC</span>)和“请按药品说明书或者在药师指导下购买和使用”。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">八、医疗器械广告的内容应当以药品监督管理部门批准的注册证书或者备案凭证、注册或者备案的产品说明书内容为准。医疗器械广告涉及医疗器械名称、适用范围、作用机理或者结构及组成等内容的,不得超出注册证书或者备案凭证、注册或者备案的产品说明书范围。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">推荐给个人自用的医疗器械的广告,应当显著标明“请仔细阅读产品说明书或者在医务人员的指导下购买和使用”。医疗器械产品注册证书中有禁忌内容、注意事项的,广告应当显著标明“禁忌内容或者注意事项详见说明书”。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">九、保健食品广告的内容应当以市场监督管理部门批准的注册证书或者备案凭证、注册或者备案的产品说明书内容为准,不得涉及疾病预防、治疗功能。保健食品广告涉及保健功能、产品功效成分或者标志性成分及含量、适宜人群或者食用量等内容的,不得超出注册证书或者备案凭证、注册或者备案的产品说明书范围。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">保健食品广告应当显著标明“保健食品不是药物,不能代替药物治疗疾病”,声明本品不能代替药物,并显著标明保健食品标志、适宜人群和不适宜人群。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">十、特殊医学用途配方食品广告的内容应当以国家市场监督管理总局批准的注册证书和产品标签、说明书为准。特殊医学用途配方食品广告涉及产品名称、配方、营养学特征、适用人群等内容的,不得超出注册证书、产品标签、说明书范围。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">特殊医学用途配方食品广告应当显著标明适用人群、“不适用于非目标人群使用”“请在医生或者临床营养师指导下使用”。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">十一、药品、医疗器械广告不得含有下列内容:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(一)表示功效、安全性的断言或者保证;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(二)说明治愈率或者有效率;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(三)与其他药品、医疗器械的功效和安全性或者其他医疗机构比较;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(四)利用广告代言人作推荐、证明;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(五)法律、行政法规规定禁止的其他内容。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">十二、保健食品广告不得含有下列内容:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(一)表示功效、安全性的断言或者保证;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(二)涉及疾病预防、治疗功能;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(三)声称或者暗示广告商品为保障健康所必需;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(四)与药品、其他保健食品进行比较;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(五)利用广告代言人作推荐、证明;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(六)法律、行政法规规定禁止的其他内容。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">十三、药品、医疗器械、保健食品和特殊医学用途配方食品广告不得包含下列情形:</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(一)使用或者变相使用国家机关、国家机关工作人员、军队单位或者军队人员的名义或者形象,或者利用军队装备、设施等从事广告宣传;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(二)使用科研单位、学术机构、行业协会或者专家、学者、医师、药师、临床营养师、患者等的名义或者形象作推荐、证明;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(三)违反科学规律,明示或者暗示可以治疗所有疾病、适应所有症状、适应所有人群,或者正常生活和治疗病症所必需等内容;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(四)引起公众对所处健康状况和所患疾病产生不必要的担忧和恐惧,或者使公众误解不使用该产品会患某种疾病或者加重病情的内容;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(五)含有“安全”“安全无毒副作用”“毒副作用小”;明示或者暗示成分为“天然”,因而安全性有保证等内容;</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(六)含有“热销、抢购、试用”“家庭必备、免费治疗、免费赠送”等诱导性内容,“评比、排序、推荐、指定、选用、获奖”等综合性评价内容,“无效退款、保险公司保险”等保证性内容,怂恿消费者任意、过量使用药品、保健食品和特殊医学用途配方食品的内容<span lang="EN-US">;</span></span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(七)含有医疗机构的名称、地址、联系方式、诊疗项目、诊疗方法以及有关义诊、医疗咨询电话、开设特约门诊等医疗服务的内容<span lang="EN-US">;</span></span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">(八)法律、行政法规规定不得含有的其他内容。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">十四、广播电台、电视台、报刊音像出版单位、互联网信息服务提供者不得以介绍健康、养生知识等形式变相发布医疗、药品、医疗器械、保健食品广告。</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">十五、除医疗、药品、医疗器械广告外,禁止其他任何广告涉及疾病治疗功能,并不得使用医疗用语或者易使推销的商品与药品、医疗器械相混淆的用语。</span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">十六、不得在针对未成年人的大众传播媒介上发布药品、保健食品、医疗器械、特殊医学用途配方食品广告。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="mso-bidi-font-size:10.5pt;
color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">十七、宣传保健食品的功效不得超过国家相关规定中提及的如下</span><span lang="EN-US" style="color:black;mso-themecolor:text1"> 27 </span><span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">种:增强免疫力;辅助降血脂;辅助降血糖;抗氧化;辅助改善记忆;缓解视疲劳;促进排铅;清咽;辅助降血压;改善睡眠;促进泌乳;缓解体力疲劳;提高缺氧耐受力;对辐射危害有辅助保护功能;减肥;改善生长发育;增加骨密度;改善营养性贫血;对化学性肝损伤的辅助保护作用;祛痤疮;祛黄褐斑;改善皮肤水份;改善皮肤油份;调节肠道菌群;促进消化;通便;对胃粘膜损伤有辅助保护功能。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:21.0pt;mso-char-indent-count:2.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">十八、保健食品广告,仅宣传可用于保健食品的物品,不宣传保健食品禁用物品。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)可用于保健食品的物品现包括:人参、人参叶、人参果、三七、土茯苓、大蓟、女贞子、山茱萸、川牛膝、川贝母、川芎、马鹿胎、马鹿茸、马鹿骨、丹参、五加皮、五味子、升麻、天门冬、天麻、太子参、巴戟天、木香、木贼、牛蒡子、牛蒡根、车前子、车前草、北沙参、平贝母、玄参、生地黄、生何首乌、白及、白术、白芍、白豆蔻、石决明、石斛(需提供可使用证明)、地骨皮、当归、竹茹、红花、红景天、西洋参、吴茱萸、怀牛膝、杜仲、杜仲叶、沙苑子、牡丹皮、芦荟、苍术、补骨脂、诃子、赤芍、远志、麦门冬、龟甲、佩兰、侧柏叶、制大黄、制何首乌、刺五加、刺玫果、泽兰、泽泻、玫瑰花、玫瑰茄、知母、罗布麻、苦丁茶、金荞麦、金樱子、青皮、厚朴、厚朴花、姜黄、枳壳、枳实、柏子仁、珍珠、绞股蓝、胡芦巴、茜草、荜茇、韭菜子、首乌藤、香附、骨碎补、党参、桑白皮、桑枝、浙贝母、益母草、积雪草、淫羊藿、菟丝子、野菊花、银杏叶、黄芪、湖北贝母、番泻叶、蛤蚧、越橘、槐实、蒲黄、蒺藜、蜂胶、酸角、墨旱莲、熟大黄、熟地黄、鳖甲;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)保健食品禁用物品现包括:八角莲、八里麻、千金子、土青木香、山莨菪、川乌、广防已、马桑叶、马钱子、六角莲、天仙子、巴豆、水银、长春花、甘遂、生天南星、生半夏、生白附子、生狼毒、白降丹、石蒜、关木通、农吉痢、夹竹桃、朱砂、米壳(罂粟壳)、红升丹、红豆杉、红茴香、红粉、羊角拗、羊踯躅、丽江山慈姑、京大戟、昆明山海棠、河豚、闹羊花、青娘虫、鱼藤、洋地黄、洋金花、牵牛子、砒石(白砒、红砒、砒霜)、草乌、香加皮(杠柳皮)、骆驼蓬、鬼臼、莽草、铁棒槌、铃兰、雪上一枝蒿、黄花夹竹桃、斑蝥、硫磺、雄黄、雷公藤、颠茄、藜芦、蟾酥。</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<h2>
<span style="mso-bookmark:
_Toc445819824"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">三、特殊标识产品广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">不得将“驰名商标”字样用于广告宣传、展览以及其他商业活动中。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">未经相关主管部门批准并公布作为新食品原料(新资源食品)的,不得作为新食品原料进行宣传。新食品原料是指在我国无传统食用习惯的以下物品:动物、植物和微生物;从动物、植物和微生物中分离的成分;原有结构发生改变的食品成分;其他新研制的食品原料。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">未经认证的有机产品(有机产品指生产、加工和销售符合中国有机产品国家标准的供人类消费、动物食用的产品),不得作为有机产品进行宣传。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">未经认证的无公害农产品(无公害农产品指产地环境、生产过程和产品质量符合国家有。关标准和规范的要求,经认证合格获得认证证书并允许使用无公害农产品标志的未经加工或者初加工的食用农产品),不得作为无公害农产品进行宣传。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">未经核准而使用绿色食品(绿色食品指产自优良生态环境、按照绿色食品标准生产、实行全程质量控制并获得绿色食品标志使用权的安全、优质食用农产品及相关产品)标志的,不得作为绿色食品进行宣传。</span><span style="color:black;mso-themecolor:text1"> </span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">未经核准的地理标志产品(地理标志产品指产自特定地域,所具有的质量、声誉或其他特性本质上取决于该产地的自然因素和人文因素,经审核批准以地理名称进行命名的产品),不得宣传地理标志。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">仅商务部认定的中华老字号企业或品牌方可使用中华老字号标识和文字,使用时必须采用统一规定的标识,且只能用于与获得称号相一致的产品或服务上,不得扩大使用范围。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l33 level1 lfo6">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">7.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">凡是列入农业转基因生物标识目录的农业转基因生物及产品,必须按照相关规定进行标识,并按合法标识的内容进行宣传。</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<h2>
<span style="mso-bookmark:
_Toc445819825"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">四、母乳代用品广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l18 level1 lfo7">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">不得在大众传播媒介或者公共场所发布声称全部或者部分替代母乳的婴儿乳制品、饮料和其他食品广告<span style="color:black;mso-themecolor:text1">。替代母乳的婴儿乳制品、饮料和其他食品系指以婴儿为对象的婴儿配方食品(婴儿配方食品指按照适用的食品标准,经工业配置的能够满足四到六个月以内婴儿正常营养需要并适合其生理特点的母乳代用品),以及在市场上以婴儿为对象销售的或以其它形式提供的经改制或不经改制适宜于部分或全部代替母乳的其它乳及乳制品、食品和饮料,包括瓶饲辅助食品(辅助食品指当母乳或婴儿配方食品不能满足营养需要时,适合作为这两者补充的任何食品)、奶瓶和奶嘴。</span></span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l18 level1 lfo7">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">不得向医疗卫生保健机构、孕妇、婴儿家庭赠送母乳代用品、样品或减价销售母乳代用品。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l18 level1 lfo7">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">婴幼儿配方乳粉禁止使用</span><span lang="EN-US">“</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">进口奶源</span><span lang="EN-US">”“</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">源自国外牧场</span><span lang="EN-US">”“</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">生态牧场</span><span lang="EN-US">”“</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">进口原料</span><span lang="EN-US">”</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">等模糊信息,不允许明示或者暗示</span><span lang="EN-US">“</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">益智、增加抵抗力或者免疫力、保护肠道</span><span lang="EN-US">”</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">等,也不许标注虚假、夸大、违反科学原则或者绝对化的内容。</span></p>
<h2 style="margin-left:25.5pt;text-indent:-25.5pt;mso-list:l23 level1 lfo26">
<span style="mso-bookmark:
_Toc445819826"><span lang="EN-US" style="mso-bidi-font-family:
宋体;mso-bidi-theme-font:major-fareast;color:black;mso-themecolor:text1"><span style="mso-list:Ignore">五、<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";mso-ascii-theme-font:
major-latin;mso-fareast-theme-font:major-fareast;mso-hansi-font-family:"Calibri Light";
mso-hansi-theme-font:major-latin;color:black;mso-themecolor:text1">酒类广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">酒类广告(酒类广告指含有酒类商品名称、商标、包装、制酒企业名称等内容的广告)应当符合卫生许可的事项,不得使用医疗用语或者易与药品相混淆的用语。酒类是指酒精度(乙醇含量)大于</span><span lang="EN-US" style="color:black;mso-themecolor:text1"> 0.5</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">%(体积分数)的含酒精饮料,包括发酵酒、蒸馏酒、配制酒、食用酒精以及其他含有酒精成分的饮品,经国家有关行政管理部门依法批准生产的药酒、保健食品酒类除外。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体">经卫生行政部门批准的有医疗作用的酒类商品,其广告发布标准按照药品广告发布标准。经食品药品监管部门批准的有保健功能的酒类商品,其广告发布标准按照保健食品广告发布标准。</span></p>
<p class="MsoListParagraph">
<span lang="EN-US" style="font-family:宋体;color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">酒类广告不得出现的内容:</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)诱导、怂恿饮酒或者宣传无节制饮酒;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)出现饮酒的动作;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)表现驾驶车、船、飞机等活动;</span><span style="color:
black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)明示或者暗示饮酒有消除紧张和焦虑、增加体力等功效;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">5</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)把个人、商业、社会、体育、性生活或者其他方面的成功归因于饮酒的明示或者暗示;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">6</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不符合社会主义精神文明建设的要求,违背社会良好风尚和不科学、不真实的其他内容。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span lang="EN-US" style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;mso-font-kerning:
0pt">酒类广告中不得发布虚构的降价促销,不得宣传“破例”、“特批”、“限量”等误导消费者的内容。不得以虚构的原价或者不存在的“定价”、“出厂价”、“指导价”等误导消费者。广告中宣传原价的,应提供降价前一周内在同一销售场所有票据的最低销售价格证明。</span></p>
<p class="MsoNormal">
<span lang="EN-US" style="font-family:宋体;color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;mso-font-kerning:
0pt">关于酒类广告中使用未成年人的形象的理解</span></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:21.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span style="font-family:宋体">《广告法》第十条规定广告不得损害未成年人的身心健康,《广告法》第四十条规定不得在针对未成年人的大众传播媒介上发布酒类广告,《未成年人保护法》第三十七条明确规定禁止向未成年人出售烟酒,因此在酒类广告中应谨慎使用未成年人形象,不得向未成年人介绍、推荐酒类商品,不得以未成年人的名义或者形象介绍酒类商品或者出现未成年人购买、消费酒类商品的内容。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:21.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;line-height:150%;font-family:宋体;
mso-bidi-font-family:宋体;mso-font-kerning:0pt"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">酒类广告不得出现把个人、商业、社会、体育、性生活等方面的成功归因于饮酒的内容: </span></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:21.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span style="mso-bidi-font-size:12.0pt;line-height:150%;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">个人、商业、社会、体育、性生活等方面的成功,与饮酒没有必然联系,却在一定程度上体现了诱导、怂恿饮酒的故意,此类广告内容涉嫌虚假,也涉嫌违反《广告法》第二十三条的规定。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:21.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;line-height:150%;font-family:宋体;
mso-bidi-font-family:宋体;mso-font-kerning:0pt"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">7.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;mso-font-kerning:
0pt">关于酒类广告中评优、评奖、评名牌、推荐等内容的理解</span></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:21.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span style="font-family:宋体">《酒类广告管理办法》废止后,酒类广告中不再禁止出现酒类商品的评优、评奖、评名牌、推荐等评比结果。应当依据《广告法》第十一条的规定审查相关广告内容;评比活动应当真实、合法,奖项表达应当准确、清楚,表明评奖单位、评奖范围和获奖时间;奖项表达中不得违法使用绝对化用语。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:21.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span lang="EN-US" style="font-family:宋体"> </span></p>
<p class="MsoListParagraph" style="margin-left:18.0pt;text-indent:-18.0pt;
mso-char-indent-count:0;mso-list:l7 level1 lfo27">
<span lang="EN-US" style="font-family:宋体;mso-bidi-font-family:宋体;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">8.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:10.5pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">关于广告中以酒类商品作为奖品或者礼品的理解</span></p>
<p align="left" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:left;text-indent:21.0pt;mso-char-indent-count:2.0;mso-pagination:
widow-orphan">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">根据《广告法》第八条的规定,应当标明赠品的品种、规格、数量、期限和方式等。</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="mso-bidi-font-size:10.5pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">虽然促销酒类商品或者将酒类商品作为奖品、礼品,并不等同于宣传无节制饮酒,但企业还是应当正确把握尺度,鼓励在酒类广告中标注“适度饮酒”等相关提示语,倡导健康的生活方式。</span></p>
<h2 style="margin-left:25.5pt;text-indent:-25.5pt;mso-list:l23 level1 lfo26">
<span style="mso-bookmark:
_Toc445819827"><span lang="EN-US" style="mso-bidi-font-family:
宋体;mso-bidi-theme-font:major-fareast;color:black;mso-themecolor:text1"><span style="mso-list:Ignore">六、<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";mso-ascii-theme-font:
major-latin;mso-fareast-theme-font:major-fareast;mso-hansi-font-family:"Calibri Light";
mso-hansi-theme-font:major-latin;color:black;mso-themecolor:text1">化妆品广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">化妆品广告内容必须真实、健康、科学、准确,不得以任何形式欺骗和误导消费者。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">根据《化妆品监督管理条例》的规定:化妆品分为特殊化妆品和普通化妆品。国家对特殊化妆品实行注册管理,对普通化妆品实行备案管理。用于染发、烫发、祛斑美白、防晒、防脱发的化妆品以及宣称新功效的化妆品为特殊化妆品。特殊化妆品以外的化妆品为普通化妆品。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:0cm;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan">
<span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">牙膏参照本普通化妆品的规定进行管理。牙膏按照国家标准、行业标准进行功效评价后,可以宣称牙膏具有防龋、抑牙菌斑、抗牙本质敏感、减轻牙龈问题等功效。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">根据《广告法》第十一条第一款规定,广告内容涉及的事项需要取得行政许可的,应当与许可的内容相符合。发布特殊化妆品广告,或者宣传特殊化妆品功效的,应当提供国家食品药品监督管理部门核发的特殊化妆品注册证。对于不能提供特殊化妆品注册证的特殊化妆品广告<span lang="EN-US">,</span>根据《广告法》第三十四条第二款规定,广告经营者不得提供设计、制作、代理服务,广告发布者不得发布。 </span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">《化妆品监督管理条例》施行前已经注册的用于育发、脱毛、美乳、健美、除臭的化妆品自《化妆品监督管理条例》施行之日起设置<span lang="EN-US">5</span>年的过渡期(至<span lang="EN-US">2025</span>年末),过渡期内可以继续生产、进口、销售,过渡期满后不得生产、进口、销售该化妆品。过渡期内亦可持有原特殊用途化妆品批准文件发布广告。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">根据《化妆品监督管理条例》第四十三条的规定 化妆品广告的内容应当真实、合法。化妆品广告不得明示或者暗示产品具有医疗作用,不得含有虚假或者引人误解的内容,不得欺骗、误导消费者。使用他人名义保证或以暗示方法使人误解其效用的,构成《广告法》和《化妆品监管管理条例》所指引人误解的虚假广告,属于法律禁止范围。 </span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-indent:-18.0pt;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">化妆品广告使用性能或者功能、销量方面数据的,应当遵守《广告法》第八条和第十一条规定,其中涉及引用第三方调查、统计数据的,应当表明出处;相关数据有适用范围或者有效期限的,应当明确表示。涉及性能、功能的数据来源于实验结果或者调查结果的,如果实验或调查的条件、方法、范围等具体内容,对消费者正确理解相关广告数据宣称有重大影响的,应当同时以显著、清晰的方式在广告中标注。将对特定人群按照特定方式开展的实验或者调查,其结果数据可能含有不确定性和不可复制性,因此,在化妆品广告中作为承诺或保证可能存在法律风险。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:17.85pt;text-indent:-18.0pt;mso-char-indent-count:0;
line-height:12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">7.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">儿童化妆品是指适用于年龄在<span lang="EN-US">12</span>岁以下(含<span lang="EN-US">12</span>岁)儿童,具有清洁、保湿、爽身、防晒等功效的化妆品。标识“适用于全人群”“全家使用”等词语或者利用商标、图案、谐音、字母、汉语拼音、数字、符号、包装形式等暗示产品使用人群包含儿童的产品按照儿童化妆品管理。儿童化妆品广告中不得标注“食品级”“可食用”等词语或者食品有关图案。儿童牙膏参照《儿童化妆品监督管理规定》管理。</span></p>
<p class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:17.85pt;text-indent:0cm;mso-char-indent-count:0;line-height:
12.0pt;mso-pagination:widow-orphan">
<span style="mso-bidi-font-size:12.0pt;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">平台内儿童化妆品经营者应当在其经营活动主页面全面、真实、准确披露与化妆品注册或者备案资料一致的化妆品标签等信息,并在产品展示页面显著位置持续公示儿童化妆品标志。非儿童化妆品不得标注儿童化妆品标志。</span></p>
<p style="margin-top:0cm;margin-right:0cm;margin-bottom:0cm;margin-left:18.0pt;
margin-bottom:.0001pt;text-indent:-18.0pt;line-height:12.0pt;mso-list:l16 level1 lfo37;
background:white">
<span lang="EN-US" style="font-size:10.0pt;
mso-bidi-font-size:12.0pt;color:black"><span style="mso-list:Ignore">8.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black">根据《化妆品标识管理规定》《化妆品命名规定》《化妆品命名指南》等文件要求,化妆品宣称用语应根据其语言环境来确定,禁止表达的词意或使用的词语包括但不限于以下词语:</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">1</span>)绝对化词意。如速效、超强、全方位、特级、换肤、去除皱纹等。</span></p>
<p style="margin-top:0cm;margin-right:0cm;margin-bottom:0cm;margin-left:40.0pt;
margin-bottom:.0001pt;text-indent:-40.0pt;mso-char-indent-count:-4.0;
line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:
12.0pt;color:black"> (<span lang="EN-US">2</span>)虚假性词意。如只添加部分天然产物成分的化妆品,但宣称产品“纯天然”的,属虚假性词意。</span></p>
<p style="margin-top:0cm;margin-right:0cm;margin-bottom:0cm;margin-left:40.0pt;
margin-bottom:.0001pt;text-indent:-40.0pt;mso-char-indent-count:-4.0;
line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:
12.0pt;color:black"> (<span lang="EN-US">3</span>)夸大性词意。如“专业”可适用于在专业店或经专业培训人员使用的染发类、烫发类、指(趾)甲类等产品,但用于其他产品则属夸大性词意。</span></p>
<p style="margin-top:0cm;margin-right:0cm;margin-bottom:0cm;margin-left:50.0pt;
margin-bottom:.0001pt;text-indent:-50.0pt;mso-char-indent-count:-5.0;
line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:
12.0pt;color:black"> (<span lang="EN-US">4</span>)医疗术语、明示或暗示医疗作用和效果的词语。如处方、药用、治疗、解毒、抗敏、除菌、无斑、祛疤、生发、溶脂、瘦身及各类皮肤病名称、各种疾病名称等。</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">5</span>)医学名人的姓名。如扁鹊、华佗、张仲景、李时珍等。</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">6</span>)已经批准的药品名。如肤螨灵等。</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">7</span>)与产品的特性没有关联,消费者不易理解的词意。如解码、数码、智能、红外线等。</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">8</span>)庸俗性词意。如“裸”用于“裸体”时属庸俗性词意,不得使用;用于“裸妆”(如彩妆化妆品)时可以使用。</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">9</span>)封建迷信词意。如鬼、妖精、卦、邪、魂。又如“神”用于“神灵”时属封建迷信词意。</span></p>
<p style="margin:0cm;margin-bottom:.0001pt;line-height:12.0pt;background:white">
<span style="font-size:10.0pt;mso-bidi-font-size:12.0pt;color:black"> (<span lang="EN-US">10</span>)超范围宣称产品用途的用语。如特殊化妆品宣称不得超出《化妆品监督管理条例》及《化妆品分类规则和分类目录》中规定的特殊妆品含义的解释。普通化妆品不得宣称特殊化妆品作用。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;line-height:12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">9.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">化妆品广告不得宣传医疗作用。广告应当显著标明:“化妆品不能宣称医疗作用,也没有治疗作用,宣称治疗儿童湿疹等皮肤病的产品不属于化妆品”</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;line-height:12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">10.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中宣传化妆品名称不得含有“中药”、“中草药”、“中药精华”等用语,如 “中药染发剂”、“中药精华洗发液”等。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;line-height:12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">11.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">化妆品广告中不得将“中药”、“中草药”、“中药精华”等词语与化妆品商标、品类等联合使用,产生化妆品等同于“中药”、“中草药”、“中药精华”的语意,如“中药精华<span lang="EN-US"> XX</span>产品”等。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;line-height:12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">12.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">化妆品广告中不得将“中药”、“中草药”、“中药精华”等词语与化妆品功效组合使用,使消费者对化妆品的作用机理和使用范围产生误认,如“中药去屑”等。</span></p>
<p align="left" class="MsoListParagraph" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:18.0pt;text-align:left;text-indent:-18.0pt;mso-char-indent-count:
0;line-height:12.0pt;mso-pagination:widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">13.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">化妆品中添加有法定允许的中药成分的,可以在化妆品广告中出现具体的中药材品名(如“人参”、“首乌” 等)。</span></p>
<p align="left" class="MsoListParagraph" style="margin-left:18.0pt;text-align:left;
text-indent:-18.0pt;mso-char-indent-count:0;line-height:12.0pt;mso-pagination:
widow-orphan;mso-list:l16 level1 lfo37">
<span lang="EN-US" style="font-size:9.0pt;mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt"><span style="mso-list:Ignore">14.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="mso-bidi-font-size:12.0pt;font-family:宋体;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">上述情形之外在化妆品广告中使用“中药”、“中草药”、“中药精华”等词语是否构成宣传医疗作用,应结合广告相关语境进行个案判定。</span></p>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819828"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">七、生活产品广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l26 level1 lfo8">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">不得发布治疗性功能障碍、辅助性生活的有关性产品(包括避孕器具)的广告。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819831"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">八、收藏品广告</span></span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l29 level1 lfo9">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">收藏品包括纪念币(纪念币是具有特定主题的限量发行的人民币,包括普通纪念币和贵金属纪念币)、人民币纪念品、邮票、集邮票品、文物字画、贵金属制品和其他工艺品。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l29 level1 lfo9">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">收藏品广告的审查要求:</span><span style="color:black;mso-themecolor:
text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得使用国家机关及其工作人员的名义;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得使用“破例批准”、“打破惯例”等广告用语;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用其他企事业单位、社会团体、组织或者个人的名义、形象进行宣传的,应当查验该单位、团体、组织或者个人出具的书面证明材料(包括许可使用其名义、形象进行广告宣传的书面材料),宣传内容应与事实相符;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得以新闻报道形式发布收藏品广告,不得使用“热点追踪”等标题误导消费者;</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">5</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得含有诸如“必将一路飙涨”、“升值潜力无限”、“市值很可能一跃千里”等无根据的升值承诺或者含有投资回报的内容;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">6</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得使用“最佳”、“最高级”、“顶级”、“极品”等绝对化用语。</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l29 level1 lfo9">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">非法定货币发行机构发行的纪念章、纪念品等不得谎称为纪念币。发布以其他国家和地区名义发行的法定贵金属纪念币广告,应当查验该纪念币经中国人民银行同意进口的审批文件和该纪念币海关报关凭证。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l29 level1 lfo9">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">未经批准不得使用人民币图样制作各种收藏品。未经批准不得擅自进行人民币装帧。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l29 level1 lfo9">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">未经国家邮政主管部门审批不得在各种材料、介质的制品上仿印、仿制邮票图案。各类仿制邮票不得谎称为邮票、个性化邮票不得谎称为纪念邮票欺骗误导消费者。非邮政集邮经营部门不得仿印邮票图案制作集邮品。集邮品广告不得使用“经国家邮政局审批”、“经国家邮政部门批准”或“国家邮政主管部门限量发行”等国家机关名义做宣传。集邮品广告可以介绍邮票历年交易价格和当前市场行情等客观、真实情况,但不得在广告中发布有关集邮品以及邮票价格升值预测和投资回报承诺等内容。集邮品广告中有关集邮品的发行(或联合发行)单位名称、发行时间、生产单位名称、售价、鉴定机构等内容的,应当真实、清楚、明白。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l29 level1 lfo9">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">6.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">禁止发布如下集邮票品广告:</span><span style="color:black;mso-themecolor:
text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)伪造、变造的邮资凭证;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)国家禁止流通的集邮票品;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)</span><span lang="EN-US" style="color:black;
mso-themecolor:text1">1949 </span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">年</span><span lang="EN-US" style="color:black;mso-themecolor:
text1"> 10 </span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">月</span><span lang="EN-US" style="color:black;mso-themecolor:
text1"> 1 </span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">日以后发行的带有“中华民国”字样的集邮票品;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)未经国家邮政主管部门审批的仿印仿制邮票图案制品;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">5</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)属于走私进口的其他国家(地区)发行的邮票及其制品。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819832"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">九、卫星电视广播地面接收设施</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l10 level1 lfo10">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">除经批准的定点卫星电视广播地面接收设施生产企业可以向省级广播电视行政部门及其批准的卫星电视广播地面接收设施安装企业定向提供产品信息外,禁止任何单位和个人利用各种媒介或者形式发布涉及卫星电视接收天线、卫星电视高频头、卫星电视接收机、境外电脑卫星电视接收卡及相关软件和境内卫星电视节目专用解码器以及相关安装服务、境外卫星电视节目专用解码器、境外卫星电视节目接收参数、接收方法及相关安装服务、境外卫星电视节目内容、境外卫星电视频道及其品牌和有关接收设施的推广和安装的广告。</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<h2>
<span style="mso-bookmark:
_Toc445819833"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十、烟草广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l3 level1 lfo11">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">含有烟草企业名称、标识,烟草制品名称、商标、包装、装潢等内容的广告都属于烟草广告。禁止利用广播、电影、电视、报纸、期刊发布烟草广告;禁止利用广播、电视、电影节目以及报纸、期刊的文章,变相发布烟草广告。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l3 level1 lfo11">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">烟草广告发布媒介的限制:</span><span style="color:black;mso-themecolor:
text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)禁止在大众传播媒介或者公共场所、公共交通工具、户外发布烟草广告;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)禁止向未成年人发送任何形式的烟草广告;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)禁止利用其他商品或者服务的广告、公益广告,宣传烟草制品名称、商标、包装、装潢以及类似内容;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)烟草制品生产者或者销售者发布的迁址、更名、招聘等启事中,不得含有烟草制品名称、商标、包装、装潢以及类似内容。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l3 level1 lfo11">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">烟草广告发布内容的限制:</span><span style="color:black;mso-themecolor:
text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)烟草广告中必须标明“吸烟有害健康”的忠告语。忠告语必须清晰、易于辨认,所占面积不得少于全部广告面积的</span><span lang="EN-US" style="color:black;mso-themecolor:text1"> 10</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">%。</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)烟草广告中不得有下列情形:吸烟形象;未成年人形象;鼓励、怂恿吸烟的;</span><span style="color:black;mso-themecolor:text1"> </span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">表示吸烟有利人体健康、解除疲劳、缓解精神紧张的;其他违反国家广告管理规定的。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819834"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">十一、农林广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l2 level1 lfo12">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">农药、兽药、饲料和饲料添加剂广告不得含有下列内容:</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)表示功效、安全性的断言或者保证;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用科研单位、学术机构、技术推广机构、行业协会或者专业人士、用户的名义或者形象作推荐、证明;</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)说明有效率;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)违反安全使用规程的文字、语言或者画面;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">5</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)法律、行政法规规定禁止的其他内容。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l2 level1 lfo12">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">农作物种子、林木种子、草种子、种畜禽、水产苗种和种养殖广告关于品种名称、生产性能、生长量或者产量、品质、抗性、特殊使用价值、经济价值、适宜种植或者养殖的范围和条件等方面的表述应当真实、清楚、明白,并不得含有下列内容:</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)作科学上无法验证的断言;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)表示功效的断言或者保证;</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)对经济效益进行分析、预测或者作保证性承诺;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用科研单位、学术机构、技术推广机构、行业协会或者专业人士、用户的名义或者形象作推荐、证明。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l2 level1 lfo12">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">农药、兽药应当在发布前由有关广告审查部门对广告内容进行审查;未经审查,不得发布。</span></p>
<h1>
<span style="mso-bookmark:
_Toc445819835"><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">服务类广告审查标准</span></span><span style="color:black;
mso-themecolor:text1"> </span></h1>
<h2>
<span style="mso-bookmark:
_Toc445819836"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">一、医疗</span></span><span style="font-family:
宋体;mso-ascii-font-family:"Calibri Light";mso-ascii-theme-font:major-latin;
mso-fareast-theme-font:major-fareast;mso-hansi-font-family:"Calibri Light";
mso-hansi-theme-font:major-latin;color:black;mso-themecolor:text1">广告</span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l1 level1 lfo13">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">仅能为医疗机构发布医疗广告(“医疗广告”指利用各种媒介或者形式直接或间接介绍医疗机构或医疗服务的广告)。该等医疗机构应获得《医疗广告审查证明》。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l1 level1 lfo13">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">医疗广告内容仅限于以下项目:医疗机构第一名称、医疗机构地址、所有制形式、医疗机构类别、诊疗科目、床位数、接诊时间和联系电话;前六项发布的内容必须与核发的《医疗机构执业许可证》或其副本载明的内容一致。发布医疗广告应当标注《医疗广告审查证明》文号。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l1 level1 lfo13">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">医疗广告的表现形式不得含有以下情形:</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)表示功效、安全性的断言或者保证;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)涉及医疗技术、诊疗方法、疾病名称、药物的;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)说明治愈率或者有效率</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)淫秽、迷信、荒诞的;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">5</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)与其他医疗机构比较的;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">6</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用广告代言人作推荐、证明;</span><span style="color:
black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">7</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)使用解放军和武警部队名义的;</span><span style="color:
black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">8</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用患者、卫生技术人员、医学教育科研机构及人员以及其他社会社团、组织的名义、形象作证明的。</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">8</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)禁止利用新闻形式、医疗资讯服务类专题节(栏)目发布或变相发布医疗广告。有关医疗机构的人物专访、专题报道等宣传内容,可以出现医疗机构名称,但不得出现有关医疗机构的地址、联系方式等医疗广告内容;不得在同一媒介的同一时间段或者版面发布该医疗机构的广告;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">9</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)法律、行政法规规定禁止的其他内容。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l1 level1 lfo13">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">医疗美容广告的表现形式不得含有以下情况:</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">1</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">违背社会良好风尚,制造“容貌焦虑”,将容貌不佳与“低能”“懒惰”“贫穷”等负面评价因素做不当关联或者将容貌出众与“高素质”“勤奋”“成功”等积极评价因素做不当关联。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">2</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">违反药品、医疗器械、广告等法律法规规定,对未经药品管理部门审批或者备案的药品、医疗器械作广告。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">3</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">宣传未经卫生健康行政部门审批、备案的诊疗科目和服务项目。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">4</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">宣传诊疗效果或者对诊疗的安全性、功效做保证性承诺。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">5</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">利用行业协会以及其他社会社团或组织的名义、形象作证明,使用患者名义或者形象进行诊疗前后效果对比或者作证明。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">6</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">利用广告代言人为医疗美容做推荐、证明。医疗美容广告中出现的所谓“推荐官”“体验官”等,以自己名义或者形象为医疗美容做推荐证明的,应当被认定为广告代言人。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">7</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">以介绍健康、养生知识、人物专访、新闻报道等形式变相发布医疗美容广告。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">8</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">对食品、保健食品、消毒产品、化妆品宣传与医疗美容相关的疾病治疗功能。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">9</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">其他违反广告法律法规规定,严重侵害群众权益的行为。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:
text1">10</span><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">)</span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">医疗美容广告中涉及“医生”“专家”的:</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">(一)医疗美容广告中出现的卫生技术人员、医疗教育科研机构及其人员的名义、形象属实的,应认定为使用医生或者专业人士为医疗广告代言的广告违法行为。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">(二)广告中将未依法取得医师执业资格或医疗教育、科研相关职称的人宣称为“医生”“医学专家”等医学专业人士,足以误导消费者认为其属于医生等专业人士的,应认定为虚假医疗美容广告。相关人员涉嫌非法行医的,要及时通报同级卫生健康行政部门。</span></p>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">(三)对卫生技术人员、医疗教育科研人员的专访、专题报道中出现有关美容医疗机构的地址和联系方式等内容的,应认定为以介绍健康、养生知识、人物专访、新闻报道等形式变相发布医疗美容广告。</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span lang="EN-US" style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819837"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">二、旅游广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">1. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">取得旅行社业务经营许可证的旅行社(企业法人)或取得备案登记证明的旅行社分社、旅行社营业部(服务网点)可以发布旅游广告。旅行社营业部(服务网点)发布的旅游广告中,应当载明其设立旅行社或向其设立旅行社作出委托的旅行社的基本信息(旅行社名称、旅行社业务经营许可证号等)。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">2. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅行社(包括旅行社分社、旅行社营业部(服务网点))(以下统称为旅行社)应按照旅游行政管理部门下发的旅行社业务经营许可证或备案登记证明上许可经营业务范围发布旅游广告。经营境内旅游业务的旅行社只能发布国内旅游广告,经营出境旅游业务的旅行社可以发布国内旅游广告、也可以发布出境旅游广告。赴台旅游广告只能由本市具备经营大陆居民赴台旅游业务资质的旅行社(本市</span><span lang="EN-US" style="mso-bidi-font-size:12.0pt;line-height:150%;font-family:宋体;
mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:Calibri;mso-font-kerning:
0pt">12</span><span style="mso-bidi-font-size:12.0pt;line-height:150%;
font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;mso-font-kerning:
0pt">家旅行社名单)发布。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">3. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅游广告内容应当真实、合法,广告中涉及的旅行社名称、旅行社业务经营许可证编号或旅行社分社、旅行社营业部(服务网点)备案登记证明、地址、联系电话、旅游线路、项目、时间、价格、允诺等服务内容,应当准确、清楚、明白。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">4. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">两家以上旅行社联合发布旅游广告时,应当明示具体旅游项目的承接旅行社,不得混淆误导消费者。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">5. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">组织出境旅游业务的广告所标明的目的地国家和地区,应当是国务院旅游行政主管部门公布的中国公民出境旅游目的地国家和地区。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">6. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅游广告不得违法使用“最高级”、“最佳”、“国家级”等用语。旅游广告中宣传旅游景区质量等级时,应当规范使用《旅游景区质量等级管理办法》中质量等级如“国家</span><span lang="EN-US" style="mso-bidi-font-size:12.0pt;line-height:150%;font-family:宋体;
mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:Calibri;mso-font-kerning:
0pt">5A</span><span style="mso-bidi-font-size:12.0pt;line-height:150%;
font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;mso-font-kerning:
0pt">级景区”、“国家</span><span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:Calibri;
mso-font-kerning:0pt">4A</span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">级景区”等,不得使用类似“国家级</span><span lang="EN-US" style="mso-bidi-font-size:
12.0pt;line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;
mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast;
mso-bidi-font-family:Calibri;mso-font-kerning:0pt">5A</span><span style="mso-bidi-font-size:12.0pt;line-height:150%;font-family:宋体;mso-ascii-theme-font:
minor-fareast;mso-fareast-theme-font:minor-fareast;mso-hansi-theme-font:minor-fareast;
mso-bidi-font-family:宋体;mso-font-kerning:0pt">景区”的表述方式。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">7. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅游广告中标明的旅游项目价格,应当是旅行社一次性收取的全部团费,应包括消费者必须支付的所有旅游合同项目费用。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">8. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅游广告不得以低于正常接待和服务成本的报价招徕旅游者,不得以不符合实际的虚低价格误导消费者。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">9. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅行社在促销活动中提供低于正常接待和服务成本的优惠价旅游服务的,应当明示优惠理由、起止时间和优惠数量。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">10. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">广告中表明推销的旅游服务附带赠送的,应当明示所附带赠送商品或者服务的品种、规格、数量、期限和方式。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">11. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">优惠价格或者促销活动有限制或者附加条件的,如有人数、有效日期、团队、消费等限制条件的,应当在广告中明确表明。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">12. </span><span style="mso-bidi-font-size:12.0pt;
line-height:150%;font-family:宋体;mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:
minor-fareast;mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;
mso-font-kerning:0pt">旅游广告涉及的旅游活动,不得含有安排旅游者参观或者参与违反我国法律、法规和社会公德的项目或者活动的宣传。</span></p>
<p class="MsoNormal">
<span style="mso-bidi-font-size:12.0pt;font-family:宋体;
mso-ascii-theme-font:minor-fareast;mso-fareast-theme-font:minor-fareast;
mso-hansi-theme-font:minor-fareast;mso-bidi-font-family:宋体;mso-font-kerning:
0pt">各媒体单位要依据法律、行政法规查验旅游广告涉及的有关证明文件,核对广告内容。不得发布内容虚假违法,或证明文件和内容不符的旅游广告。</span></p>
<h2>
<span style="mso-bookmark:
_Toc445819838"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">三、投资理财广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l35 level1 lfo14">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">融资广告:禁止发布的内容包括:企业内部集资,未经国家授权部门批准而向社会发行</span><span style="color:black;mso-themecolor:text1"> </span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">融资证券,违反国家法律、法规及其他相关规定而发行各种融资债券及其他集资或者变相集资活动,比照其他证券和投资的收益,说明或暗示付还本金或者支付利息是有绝对保证的。非法集资内容的广告禁止发布,具体包括如下:</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)未经国家有关部门批准,以吸收存款、发行股票、债券、彩票、投资基金或者其他债权凭证的形式,向社会公众募集资金的活。</span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)未经国家有关部门批准的非金融单位和个人以支付或变相支付利息、红利或者给予定期分配实物等融资活动;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)房地产、产权式商铺的售后包租、返租销售活动;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)内部职工股、原始股、投资基金以及其他未经过证监会核准,公开或者变相公开发行证券的活动;未经批准,非法经营证券业务的活动;地方政府直接向公众发行债券的活动;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">5</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)除国家有关部门批准发行的福利彩票、体育彩票之外的彩票发行活动;以购买商品或者发展会员为名义获利的活动。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l35 level1 lfo14">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">股票广告:须有“股市有风险,投资者须慎重入市”的忠告语。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l35 level1 lfo14">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">贷款金融广告:未经中国人民银行批准,任何单位和个人不得从事吸收公众贷款等商业银行业务;禁止不具备金融经营业务资格的单位和个人发布“提供房产贷款”广告;不得在广告中出现须由金融机构认定的有关贷款事项;禁止发布含有涉及信用卡违规套现内容的广告。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l35 level1 lfo14">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">证券投资咨询广告:股评人、分析师应当是取得中国证券业协会核发《中国证券业执业证书》的个人。须有“市场有风险,投资需谨慎”的忠告语。不得出现的内容包括:以“黑马推荐”等方式明示或暗示投资者一定获得投资收益;得以夸大、虚报荐股业绩等方式(包括以推荐的个股市场表现代替推荐的证券组合的市场表现)进行不实、诱导性的广告宣传;宣传过往荐股业绩、产品、咨询机构和人员的能力。以软件工具、终端设备等为载体,向客户提供投资建议或者类似功能服务的属于证券投资咨询内容。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l35 level1 lfo14">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">5.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">招商等有投资回报预期的商品或者服务广告,应当对可能存在的风险以及风险责任承担有合理提示或者警示,并不得含有下列内容:</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)对未来效果、收益或者与其相关的情况作出保证性承诺,明示或者暗示保本、无风险或者保收益等,国家另有规定的除外;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用学术机构、行业协会、专业人士、受益者的名义或者形象作推荐、证明。</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<h2>
<span style="mso-bookmark:
_Toc445819839"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">四、加工承揽广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l22 level1 lfo15">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">加工承揽广告须注明忠告语:“广告不能作为承接业务及签订合同的依据”。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l22 level1 lfo15">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">加工承揽广告不得出现的内容包括:</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)业务项目的技术要求、质量标准、规格、材料要求;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)业务项目的生产条件、生产工艺;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)业务项目的来源、预测具体数量、经济效益和分析、完成时限要求;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)完成项目所需人工、资金投入数量。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819840"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">五、特许经营广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l36 level1 lfo16">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布特许经营活动广告应查验广告主的相关证明文件。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l36 level1 lfo16">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">特许经营广告的内容应注意如下:</span><span lang="EN-US" style="color:black;
mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)特许经营活动广告内容应当真实、合法,不得有欺骗、误导的行为;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不符合特许经营特征的商业招投活动不得以特许经营的名义发布广告,包括宣传连锁加盟等;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)不得含有宣传被特许人从事特许经营活动收益的内容,如“短期内收回成本”、“一年回报</span><span lang="EN-US" style="color:black;mso-themecolor:text1"> XX </span><span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">万”等承诺收益的内容及回报率、收益率等。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819841"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">六、教育招生培训广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l21 level1 lfo17">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">可以发布教育培训广告的机构仅包括:经编制部门批准设立的各级各类公办教育机构、由各级教育行政部门审批管理的民办教育机构(含中外合作教育机构)、和由各级人力资源社会保障部门审批管理的民办职业培训机构(含中外合作职业培训机构)。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l21 level1 lfo17">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">发布招生广告的,应当审查招生广告备案文件并按其内容发布广告;同时还应在广告中标注招生广告备案文号。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l21 level1 lfo17">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">教育、培训广告不得含有下列内容:</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)对升学、通过考试、获得学位学历或者合格证书,或者对教育、培训的效果作出明示或者暗示的保证性承诺;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)明示或者暗示有相关考试机构或者其工作人员、考试命题人员参与教育、培训;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)利用科研单位、学术机构、教育机构、行业协会、专业人士、受益者的名义或者形象作推荐、证明。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819842"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">七、房地产广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l34 level1 lfo18">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">房地产广告,房源信息应当真实,面积应当表明为建筑面积或者套内建筑面积,并不得含有下列内容:</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">1</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)升值或者投资回报的承诺;</span><span style="color:black;
mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">2</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)以项目到达某一具体参照物的所需时间表示项目位置;</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">3</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)违反国家有关价格管理的规定;</span><span style="color:
black;mso-themecolor:text1"> </span></p>
<p class="MsoNormal" style="text-indent:10.5pt;mso-char-indent-count:1.0">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:
minor-latin;color:black;mso-themecolor:text1">(</span><span lang="EN-US" style="color:black;mso-themecolor:text1">4</span><span style="font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:black;mso-themecolor:text1">)对规划或者建设中的交通、商业、文化教育设施以及其他市政条件作误导宣传。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h1>
<span style="mso-bookmark:
_Toc445819843"><span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">特殊内容广告审查标准</span></span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></h1>
<h2 style="tab-stops:center 207.65pt">
<span style="mso-bookmark:_Toc445819844"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";mso-ascii-theme-font:
major-latin;mso-fareast-theme-font:major-fareast;mso-hansi-font-family:"Calibri Light";
mso-hansi-theme-font:major-latin;color:black;mso-themecolor:text1">一、获奖、评价类广告</span></span><span lang="EN-US" style="color:black;mso-themecolor:text1"> <span style="mso-tab-count:
1"> </span></span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l15 level1 lfo19">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">除按法律规定和国务院批准的各类带有评比性质的企业营销信息发布活动外,禁止在广告中使用排序、推荐、认定、上榜、抽查检验、统计、公布市场调查结果等对企业及其商品、服务进行排序或综合评价的内容,如“全国销量第一”、“市场占有率第一”、“市场主导品牌”、“消费者首选品牌”、“中国公认名(品)牌”、“×××推荐产品(品牌)”、“×××认定”、“×××认可”、“×××展示”、“×××荟萃”、“×××指定”、各种满意率、信任率以及某类商品、服务上榜企业等。</span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l15 level1 lfo19">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">对赞助体育比赛,文艺演出等大型活动的企业,在广告宣传中不得使用“指定产品(商品)”,可使用“×××活动赞助商(商品)”;对提供赞助商品并在该项活动中使用的,可在其商品广告宣传中使用“×××选用商品”。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l15 level1 lfo19">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">3.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">禁止在广告中使用“中国名牌”、“地方名牌”、“著名商标”。经地级以上人民政府认定的地方名牌,可在广告中使用“×××省名牌”、“×××市名牌”;经省级人民政府认定的地方著名商标,可在广告中使用“×××省(市)著名商标”。</span><span lang="EN-US" style="color:black;mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l15 level1 lfo19">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin"><span style="mso-list:Ignore">4.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">禁止在广告中使用“免检”。</span><span lang="EN-US" style="color:black;
mso-themecolor:text1"><span style="mso-spacerun:yes"> </span></span></p>
<h2>
<span style="mso-bookmark:
_Toc445819845"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">二、涉宗教广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l31 level1 lfo20">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">任何单位和个人不得在大人传播媒介及非宗教活动场所发布有关宗教活动、宗教用品、宗教活动纪念品的广告,以及以讲经、传道为内容的图书、音像制品的广告,包括不得使用“观世音菩萨”的形象。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819846"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">三、涉港澳台广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l8 level1 lfo21">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">对台湾、香港企业产品的宣传要符合宪法原则;谨慎对待和使用寓示中华民族的象征物;尊重中华民族、中国消费者和中国产品。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819847"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">四、含有地图内容的广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l20 level1 lfo22">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">广告中不得随意使用变形地图或者违法编制出版的地图。在使用中国地图过程中,不得擅自改变国家界限、行政区域界限以及漏绘钓鱼岛、赤尾岛、南海诸岛等重要岛屿。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819848"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">五、含有人民币标志的广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l24 level1 lfo23">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">禁止通过各种媒介和形式发布含有外币计价结算内容的广告。</span><span style="color:
black;mso-themecolor:text1"> </span></p>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l24 level1 lfo23">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">2.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">禁止发布将人民币变相作为奖券使用的广告。禁止在广告中宣称凡持有某种号码、某种版或某种面值的人民币,可换取标价超过其面值的商品、服务或兑换到超面值的人民币。</span></p>
<h2>
<span style="mso-bookmark:
_Toc445819849"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin">六、重大题材广告</span></span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l6 level1 lfo24">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">制作、销售涉及重大政治题材、历史事件,使用党和国家领导人头像的纪念品、宣传品、出版物等,必须报经国家有关主管部门的批准。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<span style="mso-bookmark:
_Toc445819850"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">七、公益广告</span></span><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoListParagraph" style="margin-left:21.0pt;text-indent:-21.0pt;
mso-char-indent-count:0;mso-list:l12 level1 lfo25">
<span lang="EN-US" style="mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;color:black;
mso-themecolor:text1"><span style="mso-list:Ignore">1.<span style="font:7.0pt "Times New Roman""> </span></span></span><span style="font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">公益广告不得出现:商品或服务的名称,以及与宣传、推销商品或服务有关的内容,包括单位地址、网址、电话号码、其他联系方式等;以不符合规范的单位名称或商标、标识落款;公益广告画面中出现的单位名称或商标、标识,足以使社会公众在视觉程度上降低了对公益广告内容的感受和认知。违反上述规定的,视为商业广告。</span><span style="color:black;mso-themecolor:text1"> </span></p>
<h2>
<a name="_Toc445819851"></a><a name="_Toc444677401"><span style="mso-bookmark:
_Toc445819851"><span style="font-family:宋体;mso-ascii-font-family:"Calibri Light";
mso-ascii-theme-font:major-latin;mso-fareast-theme-font:major-fareast;
mso-hansi-font-family:"Calibri Light";mso-hansi-theme-font:major-latin;
color:black;mso-themecolor:text1">八、特殊标志广告</span></span></a><span style="color:black;mso-themecolor:text1"> </span></h2>
<p class="MsoNormal">
<span style="font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1">使用特殊标志的,应经特殊标志权利人许可。如未经权利人许可,任何人不得为商业目的(含潜在商业目的)使用奥林匹克标志或世博会标志。</span></p>
<p class="MsoNormal">
<b><span lang="EN-US" style="font-size:22.0pt;color:black;
mso-themecolor:text1;mso-font-kerning:22.0pt"> </span></b></p>
<p class="MsoNormal">
<b><span lang="EN-US" style="font-size:22.0pt;color:black;
mso-themecolor:text1;mso-font-kerning:22.0pt"> </span></b></p>
<p align="center" class="MsoNormal" style="text-align:center">
<b><span style="font-size:22.0pt;font-family:宋体;mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;color:black;
mso-themecolor:text1;mso-font-kerning:22.0pt">关于规范市场价格行为的提醒告诫函</span></b></p>
<p align="left" class="MsoNormal" style="text-align:left;text-indent:24.0pt;
mso-char-indent-count:2.0;line-height:150%;mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">为规范零售市场价格秩序,提醒经营者依法促销、规范竞争、保护消费者合法权益,根据《中华人民共和国价格法》、《价格违法行为行政处罚规定》、《关于商品和服务实行明码标价的规定》、《禁止价格欺诈行为的规定》等法律法规,上海市价格监督检查与反垄断局作如下提醒:</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">一、在网络上销售商品和提供服务,应当同实体店一样,自觉依法明码标价。标价内容要真实明确、清晰醒目,价格变动要及时调整。不得在标价之外加价出售商品,不得收取任何未予标明的费用。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">二、禁止利用虚假的或者使人误解的标价形式或者价格手段,欺骗、诱导消费者进行交易,重点防止出现下列价格违法行为:</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(一)虚构原价,标示的原价属于虚假、捏造,不是本次促销活动前七日内在本交易场所成交且有交易票据的最低交易价格。在对未销售过的商品开展促销活动时,不得使用<span lang="EN-US">“</span>原价<span lang="EN-US">”“</span>原售价<span lang="EN-US">”“</span>成交价<span lang="EN-US">”</span>等类似概念。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(二)销售商品和提供服务前有价格承诺,不履行或者不完全履行。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(三)虚假优惠折扣,标示的打折前价格或者通过实际成交价及折扣幅度计算出的打折前价格高于原价。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(四)使用不实语言或者其他带有欺骗性、误导性的语言、文字、图片等标价,诱导顾客购买。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(五)声称<span lang="EN-US">“</span>特价<span lang="EN-US">”“</span>清仓价<span lang="EN-US">”“</span>全网最低价<span lang="EN-US">”“</span>市场最低价<span lang="EN-US">”“</span>出厂价<span lang="EN-US">”“</span>零利润<span lang="EN-US">”</span>等,但价格表示不真实、不准确,没有依据或者无从比较。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(六)采用与其他经营者或其他销售业态进行价格比较的方式开展促销活动时,未准确标明被比较价格含义,或被比较价格无来源依据。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(七)销售商品或者提供服务,以低价招徕顾客,以高价进行结算。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(八)销售商品或者提供服务有附加条件时,不标示或模糊标示价格附加条件。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">(九)采取价外馈赠方式销售商品、提供服务时,不如实标示馈赠物品的品名、数量,或者馈赠物品为假劣商品。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span style="font-size:12.0pt;line-height:150%;
font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">三、全市各零售企业经营者应当加强价格自律,树立依法经营、诚实守信、公平竞争意识。建立和完善内部价格管理机制和纠错机制,加强对价格促销方案的事前审查,确保活动期间依法促销,自觉杜绝违价行为。价格监督检查机构将加大市场监管力度,对出现违价行为的企业,将按照《价格法》、《价格违法行为行政处罚规定》予以严肃查处,对情节严重、影响较大的企业予以曝光。</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan">
<span lang="EN-US" style="font-size:12.0pt;
line-height:150%;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt"> </span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan;background:white">
<span lang="EN-US" style="font-size:12.0pt;line-height:150%;font-family:宋体;mso-bidi-font-family:
宋体;mso-font-kerning:0pt">*</span><span style="font-size:12.0pt;line-height:
150%;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">原价的定义:</span></p>
<p align="left" class="MsoNormal" style="text-align:left;line-height:150%;
mso-pagination:widow-orphan;background:white">
<span style="font-size:12.0pt;
line-height:150%;font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt">“原价”是指经营者在本次促销活动前七日内在本交易场所成交,有交易票据的最低交易价格(实付金额);如果前七日内没有交易,以本次促销活动前最后一次交易价格(实付金额)作为原价。</span></p>
<p class="MsoNormal">
<span lang="EN-US"> </span></p>
<p align="center" class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;text-align:center;line-height:150%;mso-pagination:widow-orphan">
</p>
<p>
</p>