A pop-up advertisement on a web page. Advertisers who publish pop-up ads on Web pages may face fines of between 5,000 to 30,000 yuan ($800-$4,800) if they fail to offer users a noticeable opt-out option in one click. (Photo/Chinanews.com)
(ECNS) -- Advertisers who publish pop-up ads on Web pages may face fines of between 5,000 to 30,000 yuan ($800-$4,800) if they fail to offer users a noticeable opt-out option in one click, according to a revised Advertisement Law approved on April 24 by China's top legislative body.
The amendment to the 21-year-old Advertisement Law, which will take effect on September 1, stipulates that advertisements published on the Internet must not affect the net's normal use. Internet service providers are also charged with the obligation to help stop unlawful ads.
Zhao Xudong, a professor of commercial law at Beijing-based China University of Political Science and Law, told West China Metropolis Daily that Internet service providers such as Tencent and popular online shopping site Taobao should shoulder supervision responsibilities for ads published on their platforms. They may be held partially responsible for any illegal ads found to have slipt through, Zhao explained.
The law also bans organizations and individuals from dispatching ads to homes or vehicles without first getting permission or being requested to do so.
China is also getting tougher on false advertising and tobacco ads, while banning any kind of ad targeting minors. Those under the age of 10 are also banned from acting as advertising endorsers.
