Provisional Radio and Television Advertising Broadcast Management Rules

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State Administration of Radio, Film and Television Decree (No. 17)

The “Provisional Radio and Television Advertising Broadcast Management Rules” were passed at the Administration meeting of 18 August 2003, are hereby promulgated, and take effect on 1 January 2004.

Director: Xu Guangchun

15 September 2003

Article 1: In order to guarantee the correct guidance of radio and television advertising, standardize radio and television advertising broadcast activities, strengthen radio and television advertising management, according to the “Advertising Law of the People’s Republic of China”, the “Radio and Television Management Regulations” and other relevant laws and regulations, these Rules are formulated.

Article 2: These Rules apply to radio stations and television stations (including radio and television stations) engaging in advertising broadcasting-type activities.

Article 3: The State Administration of Radio, Film and Television is responsible for nationwide radio and television advertising broadcast activity management.

County-level and higher local administrative radio and television departments are responsible for radio and television advertising broadcast activity management within their jurisdictions.

Article 4: Radio and television advertising shall be truthful and lawful, may not contain false content, and may not mislead consumers.

Article 5: Radio and television advertising shall conform to the requirements of the construction of the Socialist spiritual civilization, shall abide by Socialist morals and professional ethics, and benefit the spiritual and mental health of the popular masses.

Article 6 Radio and television advertising shall safeguard the State’s dignity and interest, respect the traditional culture of the motherland, and may not contain content harming national unity, sovereignty and territorial integrity.

Images and sounds of the national flag, national emblem, national anthem and national leaders may not appear in commercial advertising. Celebrated quotes from leading personages may not be used or distorted for use as commercial advertising slogans.

Article 7: Radio and television advertising shall safeguard ethnic unity, abide by State policies on ethnicity and religion, and may not contain content propagating ethnic separation or blaspheming ethnic customs and habits.

Article 8: Radio and television advertising shall safeguard social public order, establish Socialist moral customs, and may not contain content of messily throwing away waste, trampling green fields, damaging flowers, plants and trees and other environmental destruction, as well as content detrimental to the natural world and ecology, precious wild animal protection, etc.

Article 9: Radio and television advertising shall benefit the physical and mental health of minors and children, and may not contain content that may lead minors and children into an uncivilized manner or bad behaviour, or that is detrimental to parents and elder generations’ conducting a correct education of minors and children.

Article 10: Radio and television advertising shall respect women and the disabled, may not discriminate or insult women and the disabled, and may not display uncivilized images of persons.

Article 11: Radio and television advertising shall be healthy and civilized, advertising containing sexual or suggestively sexual content, etc., may not be broadcast, and advertising on venereal disease treatments may not be broadcast. Radio and television advertising may not broadcast advertising containing content propagating gambling, violence or instigating crime.

Article 12: Radio and television advertising shall respect science, and may not contain content propagating superstition, heresy and pseudoscience.

Article 13: Radio and television advertising shall use standard spoken and written language, and may not wilfully use wrongly written characters or use homophones to change proverbs. Except for registered trademarks and enterprise names, no unsimplified characters may be used.

Article 14: Radio stations and television stations are prohibited to broadcast advertising for tobacco products, narcotic products, mental drugs, toxic drugs, radioactive drugs and other special sorts of drugs.

Article 15: Radio and television advertising shall be clearly divided from other radio and television programmes, and advertising may not be broadcast or covertly broadcast in the form of news reporting. Current affairs news programmes and current affairs news columns may not be named after enterprises or products. Relevant persons’ special interviews, enterprise special subject reporting and other programmes may not contain advertising or propaganda content such as addresses, telephone numbers, contact methods, etc.

Article 16: Radio stations and television stations’ quantity of broadcasting public interest advertising per programme set per day may not be less than 30% of the total advertising quantity.

Article 17: Radio stations and television stations’ proportion of radio and television advertising broadcast per programme set per day, may not exceed 20% of the total broadcast time of that programme set per day. Within this, radio stations’ advertising broadcast quantity per programme set per hour, between 11:00 and 13:00 and television stations between 19:00 and 21:00, may not exceed 15% of the total programme broadcast time, i.e. 9 minutes.

Article 18: When broadcasting radio and television advertising, the integrity of radio and television programmes shall be maintained, and apart from intermissions between paragraphs of programmes, no advertising may be inserted as well. Except between 19:00 and 21:00, television stations broadcasting one television drama episode (generally about 45 minutes in length), may insert advertising once, the insertion time may not exceed 2.5 minutes.

Article 19: When broadcasting radio and television advertising, the audiences’ life habits shall be respected, between 6:30 and 7:30, 11:30 and 12:30 as well as 18:30 and 20:00, the times when people eat their meals, no advertising that could easily lead to audiences’ disgust may be broadcast, such as advertising for curing piles, athlete’s foot, etc., as well as feminine napkins and other hygienic products.

Article 20: Radio stations and television stations shall strictly according to relevant State regulations, control the broadcast of advertising for alcoholic drinks. Advertising for alcoholic drinks per television programme set per day may not exceed 12 items, among which the amount between 19:00 and 21:00 may not exceed two times; advertising for alcoholic dinks per radio programme set per day may not exceed two items.

Article 21: Broadcast platforms, relay stations (including repeater stations and receiving stations) and cable radio and television transmission organs, when transmitting or relaying radio and television programmes, shall guarantee the integrity of the transmitted or relayed programmes. They may not in any form insert advertising organized by themselves, and may not switch the original advertising at will, they may not broadcast advertising through scrolling characters, added characters and other forms.

Article 22: Television stations broadcasting advertising may not conceal the logo of the station (channel). When broadcasting programmes or columns named after enterprises or products, the enterprise or product logo can only appear in the lower right corner of the screen, the quantity may not exceed one, the logo may not be larger than the logo of the station (channel), and may not cover regular programme subtitles.

Article 23: It is prohibited for advertisers and advertising contractors to intervene in radio and television programme broadcast.

Article 24: Radio station and television station organs engaging in advertising business activities shall obtain qualifications as provided by the State, non-advertising business departments may not engage in radio and television advertising business activities, journalists may not contract advertising business under the name of newsgathering.

Article 25: Radio stations and television stations shall establish and complete advertising business broadcast management systems, strengthen management over advertising business contracting registration, examination and verification, filing and preservation, etc.

Radio stations and television stations shall complete advertising examination personnel systems, to conduct inspection of radio and television advertising content set to be broadcast, enterprise qualifications, etc., advertising that has not been signed off on by the examination personnel may not be published.

Article 26: County-level or higher administrative radio and television departments shall establish monitoring systems for radio and television advertising, and timely deal with problems they discover.

Article 27: County-level or higher administrative radio and television departments, radio stations and television stations shall establish mass complaints mechanisms, timely investigate critical opinions put forward by audiences on radio and television advertising, and respond about the results to the complainant.

Article 28: Those violating these Rules, are punished according to the “Advertising Law of the People’s Republic of China” and the “Radio and Television Management Regulations”.

Article 29: Those violating the provisions of Articles 17, 18, 19, 20 and 21 of these Rules, where circumstances are light, will be issued with a warning, or ordered to rectify within a certain period by the county-level or higher administrative radio and television department, and may also be fined 20.000 Yuan or less. Those refusing to rectify or where acts violating regulations occur three times within 60 days, will be subject to a punishment decision of cessation of advertising broadcast or suspension of broadcast on the corresponding channel (frequency) by the provincial-level or higher administrative radio and television department. Where circumstances are grave, the original approving organ cancels permits, and at the same time, the corresponding responsibility of the directly responsible persons and the main persons in charge is investigated.

Article 30: These Rules take effect on 1 January 2004.

广播电视广告播放管理暂行办法
国家广播电影电视总局令(第17号):

《广播电视广告播放管理暂行办法》经2003年8月18日局务会议通过,现予发布,自2004年1月1日起施行。

局长:徐光春
二○○三年九月十五日

第一条 为保证广播电视广告的正确导向,规范广播电视广告播放行为,加强广播电视广告管理,根据《中华人民共和国广告法》、《广播电视管理条例》等有关法律、法规,制定本办法。

第二条 广播电台、电视台(含广播电视台)从事广告播放等活动,适用本办法。 

第三条 国家广播电影电视总局负责对全国广播电视广告播放活动的管理。

县级以上地方广播电视行政部门负责对本辖区内的广播电视广告播放活动的管理。

第四条 广播电视广告应当真实合法,不得含有虚假内容,不得误导消费者。

第五条 广播电视广告应当符合社会主义精神文明建设的要求,应当遵守社会公德和职业道德,有利于人民群众的身心健康。

第六条 广播电视广告应当维护国家尊严和利益,尊重祖国传统文化,不得含有危害国家统一、主权和领土完整的内容。

商业广告中不得出现国旗、国徽、国歌及国家领导人的形象和声音。不得利用或篡改领袖人物名言作为商业广告用语。

第七条 广播电视广告应当维护民族团结,遵守国家民族、宗教政策,不得含有宣扬民族分裂、亵渎民族风俗习惯的内容。

第八条 广播电视广告应当维护社会公共秩序,树立社会主义道德风尚,不得含有乱扔废弃物、践踏绿地、毁坏花草树木等破坏环境,以及不利于自然生态、珍稀野生动物保护等内容。

第九条 广播电视广告应当有利于青少年儿童的身心健康,不得含有可能引发青少年儿童不文明举止、不良行为或不利于父母、长辈对青少年儿童进行正确教育的内容。

第十条 广播电视广告应当尊重妇女、残疾人,不得歧视、侮辱妇女、残疾人,不得出现不文明的人物形象。

第十一条 广播电视广告应当健康文明,不得播放含有色情或性暗示等内容的广告,不得播放治疗性病的广告。广播电视广告不得播放含有宣扬赌博、暴力或者教唆犯罪内容的广告。

第十二条 广播电视广告应当尊重科学,不得含有宣扬迷信、邪教、伪科学的内容。

第十三条 广播电视广告应当使用规范的语言文字,不得故意使用错别字或用谐音乱改成语。除注册商标及企业名称外,不得使用繁体字。

第十四条 禁止广播电台、电视台播放烟草制品广告及麻醉药品、精神药品、毒性药品、放射性药品等特殊药品广告。

第十五条 广播电视广告应当与其他广播电视节目有明显区分,不得以新闻报道形式播放或变相播放广告。时政新闻节目及时政新闻类栏目不得以企业或产品名称冠名。有关人物专访、企业专题报道等节目中不得含有地址、电话、联系办法等广告宣传内容。

第十六条 广播电台、电视台每套节目中每天播放公益广告的数量不得少于广告总播出量的3%。

第十七条 广播电台、电视台每套节目每天播放广播电视广告的比例,不得超过该套节目每天播出总量的20%。其中,广播电台在11:00至13:00之间、电视台在19:00至21:00之间,其每套节目中每小时的广告播出总量不得超过节目播出总量的15%,即9分钟。

第十八条 播放广播电视广告应当保持广播电视节目的完整性,除在节目自然段的间歇外,不得随意插播广告。除19:00至21:00以外,电视台播放一集影视剧(一般为45分钟左右)中,可以插播一次广告,插播时间不得超过2.5分钟。

第十九条 播放广播电视广告应当尊重大众生活习惯,不得在6:30至7:30、11:30至12:30以及18:30至20:00之间人们用餐时播放容易引起受众反感的广告,如治疗痔疮、脚气等类药品及卫生巾等卫生用品的广告。

第二十条 广播电台、电视台应当严格按照国家有关规定控制酒类广告的播出。每套电视节目每日播放的酒类广告不超过12条,其中19:00至21:00间不超过2条;每套广播节目每小时播放的酒类广告,不得超过2条。

第二十一条 发射台、转播台(包括差转台、收转台)、有线广播电视传输网络机构在转播和传输广播电视节目时,应当保证被转播和传输节目的完整性。不得以任何形式插播自行组织的广告,不得随意切换原广告,不得以游动字幕、叠加字幕等形式播放广告。

第二十二条 电视台播放广告时不得隐匿本台(频道)标志。播放以企业或产品冠名的节目、栏目时,企业或产品的标志只能出现在屏幕的右下方,数量不得超过1个,标志画面不得大于本台(频道)标志,不得遮盖正常节目的字幕。

第二十三条 禁止广播电视广告主、广告经营者干预广播电视节目的播放。

第二十四条 广播电台、电视台从事广告经营活动的机构应取得国家规定的资质,非广告经营部门不得从事广播电视广告经营活动,记者不得借采访名义承揽广告业务。

第二十五条 广播电台、电视台应当建立健全广告经营播出管理制度,加强对广告业务承接登记、审核、档案保存的管理。

广播电台、电视台应当健全广告审查员制度,对拟播放的广播电视广告内容、企业资质等进行审查,未经广告审查员签字的广告不得发布。

第二十六条 县级以上广播电视行政部门应当建立对广播电视广告的监听监看制度,对发现的问题及时进行处理。

第二十七条 县级以上广播电视行政部门及广播电台、电视台应当建立公众投诉机制,对受众提出批评性意见的广播电视广告及时检查,并将结果答复投诉者。

第二十八条 违反本办法的,依据《中华人民共和国广告法》和《广播电视管理条例》予以处罚。

第二十九条 违反本办法第十七、十八、十九、二十、二十一条规定,情节轻微的,由县级以上广播电视行政部门予以警告、责令限期改正,并可处以2万元以下罚款。拒不改正或60日内3次出现违规行为的,由省级以上广播电视行政部门做出暂停播放广告、暂停相关频道(频率)播出的处理决定。情节严重的,由原批准机关吊销许可证,同时对直接责任人和主要负责人追究相关责任。

第三十条 本办法自2004年1月1日起施

One thought on “Provisional Radio and Television Advertising Broadcast Management Rules

    Updates 8 June | China Copyright and Media said:
    June 8, 2012 at 3:14 pm

    […] Provisional Radio and Television Advertising Broadcast Management Rules (2003) […]

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