China’s top regulator calls for a approach of online ad content

SHANGHAI (Reuters) – China’s top regulator on Friday demanded online platforms to police ads more, marking another attempt by the government to clean up “illegal” web content.

China’s national Administration for the Regulation of the Market (SAMR), a body under the Council of State, issued a public notice calling on local authorities to “seriously study” ads, in which the political sensitivity and vulgar content.

In particular, the body calls for more research to advertising to make warranties, representations or exaggerations about healthy food and medicines, or the promotion of the “risk-free or guaranteed rate financial investment.”

It also called for an investigation into the ads that are on “the making of the horrible impact on society.”

The regulator cited web portals, search engines, e-commerce sites, and small online media as targets.

Online ads are a sore subject for a number of China’s internet companies.

In 2016, search giant Baidu Inc. faced with a huge scandal when a student with cancer, died after treatment from a hospital offering a false remedy advertised on the site.

China’s top internet regulator went on to claim the company in the search results, “had an impact on the student, the death and demanded the reduction of the numbers of paid promotions on search results.

Since then, false advertising is still a hard topic for China, and supervisors. In 2017, an editorial in China’s People’s Daily, a state-backed newspaper, the so-called false advertising a “malignant tumor.”

Reporting by Josh Horwitz; Editing by Gopakumar Warrier

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