Radio and Television Advertising Broadcast Management Rules

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SARFT Decree No. 61

Chapter I: General Principles

Article 1: In order to standardize radio and television advertising broadcasting order, stimulate the healthy development of the radio and television advertising sector, and guarantee citizens’ lawful rights and interest, according to laws and administrative regulations such as the “Advertising Law of the People’s Republic of China”, the “Radio and Television Management Regulations”, etc., these Rules are formulated.

Article 2: These Rules apply to advertising broadcast activities of radio and television broadcasting organs such as radio stations, television stations (including radio and television stations), etc., (hereafter simply named “broadcasting organs”), as well as corresponding activities of radio and television transmission organs.

Article 3: Radio and television advertising as named in these Rules includes public interest advertising and commercial advertising (including information services, radio shopping and television shopping segment advertising, etc.)

Article 4: Radio and television advertising broadcast activities shall persist in taking people at the core, and abide by the principles of lawfulness, honesty, fairness and sincerity.

Article 5: Administrative radio, film and television entities conduct localized management and stratified responsibility over radio and television advertising broadcast activities.

The State Council administrative radio, film and television entity is responsible for radio and television advertising broadcast activity supervision and management work nationwide.

County-level and higher local People’s Government administrative radio, film and television entities are responsible for radio and television advertising broadcast supervision and management work in their administrative areas.

Article 6: Administrative radio, film and television entities encourage public-interest radio and television advertising production and broadcast, awards will be granted to groups and individuals with clear achievements.

Chapter II: Advertising content

Article 7: Radio and television advertising is an important component part of radio and television programmes, and shall persist in the correct orientation, establish a desirable cultural level and harmonize with the radio or television programme.

Article 8: Radio and television advertising is prohibited to contain the following content:

(1) content violating the basic principles determined in the Constitution;

(2) content endangering national unity, sovereignty and territorial integrity, endangering national security, or damaging State reputation or interest;

(3) content inciting ethnic hatred, ethnic discrimination, endangering ethnic customs and traditions, injuring ethnic feelings, destroying ethnic unity, violating religious policies;

(4) content disordering social order, destroying social stability;

(5) content propagating heresy, obscenity, gambling, violence, superstition, endangering public social morals or excellent ethnic cultural traditions;

(6) content insulting, discriminating or slandering others, violating others’ lawful rights and interests;

(7) content luring minors into committing harmful activities or generating harmful value systems, endangering their physical and mental health;

(8) content using absolutist language, cheating or misleading the public, intentionally using wrongly written characters or distorting proverbs;

(9) content in commercial advertising using or covertly using the People’s Republic of China’s flag, national emblem or anthem, using or covertly using the name, image, sound, famous remarks or calligraphy of national leaders or leading personalities, or the name or image of State organ personnel;

(10) content in advertising for medicines, medical appliances, treatments and health information propagating recovery rates and effectiveness, or using the image of doctors, experts, patients or persons from the public, etc., to testify on curative effect;

(11) other content prohibited by laws, administrative regulations and relevant State provisions.

Article 9: It is prohibited to broadcast the following radio and television advertising:

(1) advertising issued under the image of news reports;

(2) tobacco product advertising;

(3) prescription drug advertising;

(4) advertising for medicines, foodstuffs, medical appliances or treatments treating malignant tumours, liver disease, venereal disease or having an improving function;

(5) advertising for voice services such as name analysis, astrological analysis, fate appraisal, friend-making or chatting, etc.;

(6) advertising for milk products in which the language “breast milk substitute” appears;

(7) other advertising prohibited by laws, administrative regulations and relevant State provisions.

Article 10: Current affairs and news-type programmes (columns) may not carry the name of enterprises or products. Programmes such as special interview programmes with relevant persons, special enterprise reports, etc., may not contain content such as addresses, contact details, etc.

Article 11: Advertising having an investment nature such as investment consulting, financial management, franchising participation, etc., shall have warning content such as “investment carries risk”, etc.

Article 12: Except from advertising approved according to the law such as for benefit lottery tickets, sports lottery tickets, etc., other advertising having a gambling character may not be broadcast.

Chapter III: Advertising broadcasting

Article 13: Radio and television advertising broadcast shall be reasonably arranged. For commercial advertising, total quantities, balancing and disposition shall be controlled.

Article 14: Radio and television advertising broadcast may not influence the integrity of radio and television programmes. Except from the pauses between natural segments in programmes, advertising may not be inserted at liberty.

Article 15: Broadcasting organs may not broadcast commercial advertising in excess of 12 minutes per programme per hour. Therein, total broadcast of commercial advertising may not exceed 18 minutes on radio stations between 11:00 and 13:00 and television stations between 19:00 and 21:00.

Under special circumstances, such as conducting transmission or relay responsibilities, commercial advertising broadcast may be postponed.

Article 16: The duration that broadcasting organs broadcast public interest advertising may not be less than 3% of the commercial advertising duration per programme per day. Therein, the amount of public interest advertising broadcast may not be less than 4 items (times) on radio stations between 11:00 and 13:00 and television stations between 19:00 and 21:00.

Article 17: When broadcasting television dramas, it is permitted to insert commercial advertising two times per programme (calculated as 45 minutes), the duration of every time may not exceed 1 minute 30 seconds. Therein, in television dramas broadcast between 19:00 and 21:00, it is permitted to insert commercial advertising once per programme, the duration may not exceed one minute.

When broadcasting films, the time and quantity of inserted commercial advertising will be implemented with reference to the previous provision.

Article 18: For commercial advertising inserted into films or television dramas, a notice will be given as to the duration of the advertising.

Article 19: Apart from film or television drama theatres or programme (column) heading symbols, it is prohibited to broadcast corner advertising in any form.

Article 20: Film or television drama theatres or programme (column) heading symbols may not contain the following images:

(1) those only displaying enterprise or product names, or in which the name of the theatre or programme (column) is hard to distinguish;

(2) those rolling and changing, where the time that they are shown exceeds five minutes, or the space between the times they are shown is less than 10 minutes;

(4) where writing or images such as business service scope, project, function, contact methods, celebrities, etc., appear.

Article 21: Film or television drama theatres or programmes (columns) may not have medicines or medical appliances for diseases such as skin disease, epilepsy, haemorrhoids, athlete’s foot, gynaecology, reproductive and urinary systems.

Article 22: When transmitting or relaying radio and television programmes, the integrity of the transmitted or relayed programmes must be guaranteed. Advertising in transmitted or relayed programmes may not be replaced or covered over; self-organized advertising may not in any way, such as moving captions, overlapping captions, corner advertising, etc. be inserted.

Article 23:The content of advertising broadcast by foreign satellite television channels that have been approved for landing inside the borders, must conform to the laws and regulations of China and the provisions of these Rules.

Article 24: Broadcast of commercial advertising shall respect the life habits of the public. During the public’s mealtimes, from 6:30 until 7:30, 11:30 until 12:30 and 18:30 until 20:00, no advertising for medicines, medical appliances or treatments healing skin disease, haemorrhoids, athlete’s foot, gynaecology, reproductive and urinary systems, etc., and female hygiene products may be broadcast.

Article 25: Broadcast organs shall strictly control commercial advertising of alcoholic beverages, and may not broadcast them on channels and frequencies and in programmes (columns) mainly broadcast for minors. Radio stations may not broadcast in excess of 2 items of commercial advertising for strong alcoholic beverages per programme per hour; television stations may not broadcast in excess of 12 items of commercial advertising for strong alcoholic beverages per programme per day, and thereof may not broadcast in excess of 2 items between 19:00 and 21:00.

Article 26: During the holiday period of elementary and secondary schools and times when minors are a concentrated audience, or on channels or frequencies and in programmes (columns) mainly broadcast for minors, no commercial advertising may be broadcast that is not suited to minor audiences.

Article 27: When broadcasting commercial television advertising, the channel logo and frequency symbol may not be hidden.

Article 28: Advertisers and advertising businesses may not intervene or influence the correct broadcast of radio or television programmes through methods such as advertising input, etc.

Chapter IV: Supervision and management

Article 29: County-level or higher People’s Government administrative radio, film and television entities shall strengthen supervision and management over radio and television advertising broadcast activities in their administrative areas, and establish and perfect supervision and management systems and technological methods.

Article 30: County-level or higher People’s Government administrative radio, film and television entities shall establish public reporting mechanisms, announce reporting telephone lines, and timely investigate and deal with issues, and announce results.

Article 31: County-level or higher People’s Government administrative radio, film and television entities shall, within five working days of making a punishment decision concerning unlawful radio and television advertising activities, report the punishment situation to the People’s Government administrative radio, film and television entity of one level higher for filing.

Article 32: Under special circumstances such as because of public interest requirements, etc., provincial, autonomous region and municipal-level or higher People’s Government administrative radio, film and television entities may request broadcasting organs to broadcast designated public interest advertising on specified times, or make a decision of ceasing broadcast of commercial advertising.

Article 33: Broadcasting organs engaging in radio business activities shall obtain lawful qualifications, non-radio business entities may not engage in radio and television advertising business activities, journalists may not be contracted to do advertising work under the guise of interviews.

Article 34: Broadcasting organs shall establish advertising business, examination and broadcast management systems, responsible for conducting examination of broadcasted advertising.

Article 35: Broadcasting organs shall strengthen preservation and management of data materials such as advertising work contracting registration, examination and verification, etc.

Article 36: Commercial advertising for medicines, medical appliances, treatments, foodstuffs, cosmetics, agricultural chemicals, animal medicine, financial management, etc., must be approved by the relevant administrative entity, broadcast organs shall strictly examine and verify their documents and materials of approval according to the law before broadcast. Commercial advertising that has not been approved, of which the materials are incomplete or that has content different from that which was approved may not be broadcast.

Article 37: Where medial experts must be engaged to act as honoured guests for production and broadcast of medicine, medical appliance, treatment and health consulting-type advertising, broadcast organs shall check the honoured guest’s corresponding credentials, such as professional doctor’s licence, employment credentials, job title credentials, etc., and point them out during the advertising according to the facts, persons that do not have corresponding expert qualifications may not be engaged to act as honoured guest.

Article 39: Where advertising violates the provisions of these Rules because of advertisers or advertising business providing false credentials or documents, administrative radio, film and television entities may mitigate or exempt punishment of the relevant broadcast organ.

Article 39: The State Council administrative radio, film and television entity promotes the establishment of broadcast organ sector self-regulation organizations. These organizations may according to the provisions of their articles of association, adopt measures such as announcements to society, recommendations for and cancellation of the title “Radio and Television Advertising Broadcast Sector Self-Regulation Model Work Unit”, strengthen sector self-regulation.

Chapter V: Legal liabilities

Article 40: Those violating the provisions of Article 8 or Article 9 of these Rules, will be ordered by the county-level or higher People’s Government administrative radio, film and television entity to cease the unlawful activity or to conduct rectification, be issued a warning, and a fine of 30.000 Yuan or less may additionally be imposed; where circumstances are grave, the original permit-issuing organ will cancel their “Radio and Television Channel Permit” or their “Radio and Television Broadcast Organ Permit”.

Article 41: Those violating the provisions of Article 15, Article 16 or Article 17 of these Rules, as well as those inserting advertising in violation of the provisions of Article 22 of these Rules, will be punished by the county-level or higher People’s Government administrative radio, film and television entity according to the relevant provisions of Article 50 and Article 51 of the “Radio and Television Management Regulations”

Article 42: Those violating the provisions of Article 10, Article 12, Article 19, Article 20, Article 21, Article 24 through Article 28, Article 34, Article 36 or Article 37 of these Rules, or replaces or covers over advertising in violation of Article 22 of these Rules, will be ordered by the county-level or higher People’s Government administrative radio, film and television entity to cease the unlawful activity or to conduct rectification, be issued a warning, and a fine of 20.000 Yuan or less may additionally be imposed.

Article 43: Broadcast organs violating the provisions of these Rules, will be punished by the county-level or higher People’s Government administrative radio, film and television entity according to relevant State regulations.

Article 44: Where administrative radio, film and television entity personnel abuse their powers, derelict their duty, engage in favouritism and committing irregularities, or do not implement their duties according to the provisions of these Rules, the responsible persons in charge and directly responsible personnel will be punished according to the law.

Chapter VI: Supplementary Provisions

Article 45: These Rules take effect on 1 January 2010. The “Provisional Radio and Television Advertising Broadcast Management Rules” promulgated by the State Administration of Radio, Film and Television on 15 September 2003 are abolished at the same time.

广播电视广告播出管理办法

广电总局令第61号

第一章 总 则

  第一条 为了规范广播电视广告播出秩序,促进广播电视广告业健康发展,保障公民合法权益,依据《中华人民共和国广告法》、《广播电视管理条例》等法律、行政法规,制定本办法。
第二条 广播电台、电视台(含广播电视台)等广播电视播出机构(以下简称“播出机构”)的广告播出活动,以及广播电视传输机构的相关活动,适用本办法。
第三条 本办法所称广播电视广告包括公益广告和商业广告(含资讯服务、广播购物和电视购物短片广告等)。
第四条 广播电视广告播出活动应当坚持以人为本,遵循合法、真实、公平、诚实信用的原则。
第五条 广播影视行政部门对广播电视广告播出活动实行属地管理、分级负责。
国务院广播影视行政部门负责全国广播电视广告播出活动的监督管理工作。
县级以上地方人民政府广播影视行政部门负责本行政区域内广播电视广告播出活动的监督管理工作。
第六条 广播影视行政部门鼓励广播电视公益广告制作和播出,对成绩显著的组织、个人予以表彰。

  第二章 广告内容

  第七条 广播电视广告是广播电视节目的重要组成部分,应当坚持正确导向,树立良好文化品位,与广播电视节目相和谐。
第八条 广播电视广告禁止含有下列内容:
(一)反对宪法确定的基本原则的;
(二)危害国家统一、主权和领土完整,危害国家安全,或者损害国家荣誉和利益的;
(三)煽动民族仇恨、民族歧视,侵害民族风俗习惯,伤害民族感情,破坏民族团结,违反宗教政策的;
(四)扰乱社会秩序,破坏社会稳定的;
(五)宣扬邪教、淫秽、赌博、暴力、迷信,危害社会公德或者民族优秀文化传统的;
(六)侮辱、歧视或者诽谤他人,侵害他人合法权益的;
(七)诱使未成年人产生不良行为或者不良价值观,危害其身心健康的;
(八)使用绝对化语言,欺骗、误导公众,故意使用错别字或者篡改成语的;
(九)商业广告中使用、变相使用中华人民共和国国旗、国徽、国歌,使用、变相使用国家领导人、领袖人物的名义、形象、声音、名言、字体或者国家机关和国家机关工作人员的名义、形象的;
(十)药品、医疗器械、医疗和健康资讯类广告中含有宣传治愈率、有效率,或者以医生、专家、患者、公众人物等形象做疗效证明的;
(十一)法律、行政法规和国家有关规定禁止的其他内容。
第九条 禁止播出下列广播电视广告:
(一)以新闻报道形式发布的广告;
(二)烟草制品广告;
(三)处方药品广告;
(四)治疗恶性肿瘤、肝病、性病或者提高性功能的药品、食品、医疗器械、医疗广告;
(五)姓名解析、运程分析、缘份测试、交友聊天等声讯服务广告;
(六)出现“母乳代用品”用语的乳制品广告;
(七)法律、行政法规和国家有关规定禁止播出的其他广告。
第十条 时政新闻类节(栏)目不得以企业或者产品名称等冠名。有关人物专访、企业专题报道等节目中不得含有地址和联系方式等内容。
第十一条 投资咨询、金融理财和连锁加盟等具有投资性质的广告,应当含有“投资有风险”等警示内容。
第十二条 除福利彩票、体育彩票等依法批准的广告外,不得播出其他具有博彩性质的广告。

  第三章 广告播出

  第十三条 广播电视广告播出应当合理编排。其中,商业广告应当控制总量、均衡配置。
第十四条 广播电视广告播出不得影响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。
第十五条 播出机构每套节目每小时商业广告播出时长不得超过12分钟。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,商业广告播出总时长不得超过18分钟。
在执行转播、直播任务等特殊情况下,商业广告可以顺延播出。
第十六条 播出机构每套节目每日公益广告播出时长不得少于商业广告时长的3%。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,公益广告播出数量不得少于4条(次)。
第十七条 播出电视剧时,可以在每集(以45分钟计)中插播2次商业广告,每次时长不得超过1分30秒。其中,在19:00至21:00之间播出电视剧时,每集中可以插播1次商业广告,时长不得超过1分钟。
播出电影时,插播商业广告的时长和次数参照前款规定执行。
第十八条 在电影、电视剧中插播商业广告,应当对广告时长进行提示。
第十九条 除电影、电视剧剧场或者节(栏)目冠名标识外,禁止播出任何形式的挂角广告。
第二十条 电影、电视剧剧场或者节(栏)目冠名标识不得含有下列情形:
(一)单独出现企业、产品名称,或者剧场、节(栏)目名称难以辨认的;
(二)标识尺寸大于台标,或者企业、产品名称的字体尺寸大于剧场、节(栏)目名称的;
(三)翻滚变化,每次显示时长超过5分钟,或者每段冠名标识显示间隔少于10分钟的;
(四)出现经营服务范围、项目、功能、联系方式、形象代言人等文字、图像的。
第二十一条 电影、电视剧剧场或者节(栏)目不得以治疗皮肤病、癫痫、痔疮、脚气、妇科、生殖泌尿系统等疾病的药品或者医疗机构作冠名。
第二十二条 转播、传输广播电视节目时,必须保证被转播、传输节目的完整性。不得替换、遮盖所转播、传输节目中的广告;不得以游动字幕、叠加字幕、挂角广告等任何形式插播自行组织的广告。
第二十三条 经批准在境内落地的境外电视频道中播出的广告,其内容应当符合中国法律、法规和本办法的规定。
第二十四条 播出商业广告应当尊重公众生活习惯。在6:30至7:30、11:30至12:30以及18:30至20:00的公众用餐时间,不得播出治疗皮肤病、痔疮、脚气、妇科、生殖泌尿系统等疾病的药品、医疗器械、医疗和妇女卫生用品广告。
第二十五条 播出机构应当严格控制酒类商业广告,不得在以未成年人为主要传播对象的频率、频道、节(栏)目中播出。广播电台每套节目每小时播出的烈性酒类商业广告,不得超过2条;电视台每套节目每日播出的烈性酒类商业广告不得超过12条,其中19:00至21:00之间不得超过2条。
第二十六条 在中小学生假期和未成年人相对集中的收听、收视时段,或者以未成年人为主要传播对象的频率、频道、节(栏)目中,不得播出不适宜未成年人收听、收视的商业广告。
第二十七条 播出电视商业广告时不得隐匿台标和频道标识。
第二十八条 广告主、广告经营者不得通过广告投放等方式干预、影响广播电视节目的正常播出。

  第四章 监督管理

  第二十九条 县级以上人民政府广播影视行政部门应当加强对本行政区域内广播电视广告播出活动的监督管理,建立、完善监督管理制度和技术手段。
第三十条 县级以上人民政府广播影视行政部门应当建立公众举报机制,公布举报电话,及时调查、处理并公布结果。
第三十一条 县级以上地方人民政府广播影视行政部门在对广播电视广告违法行为作出处理决定后5个工作日内,应当将处理情况报上一级人民政府广播影视行政部门备案。
第三十二条 因公共利益需要等特殊情况,省、自治区、直辖市以上人民政府广播影视行政部门可以要求播出机构在指定时段播出特定的公益广告,或者作出暂停播出商业广告的决定。
第三十三条 播出机构从事广告经营活动应当取得合法资质,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。
第三十四条 播出机构应当建立广告经营、审查、播出管理制度,负责对所播出的广告进行审查。
第三十五条 播出机构应当加强对广告业务承接登记、审核等档案资料的保存和管理。
第三十六条 药品、医疗器械、医疗、食品、化妆品、农药、兽药、金融理财等须经有关行政部门审批的商业广告,播出机构在播出前应当严格审验其依法批准的文件、材料。不得播出未经审批、材料不全或者与审批通过的内容不一致的商业广告。
第三十七条 制作和播出药品、医疗器械、医疗和健康资讯类广告需要聘请医学专家作为嘉宾的,播出机构应当核验嘉宾的医师执业证书、工作证、职称证明等相关证明文件,并在广告中据实提示,不得聘请无有关专业资质的人员担当嘉宾。
第三十八条 因广告主、广告经营者提供虚假证明文件导致播出的广告违反本办法规定的,广播影视行政部门可以对有关播出机构减轻或者免除处罚。
第三十九条 国务院广播影视行政部门推动建立播出机构行业自律组织。该组织可以按照章程的规定,采取向社会公告、推荐和撤销“广播电视广告播出行业自律示范单位”等措施,加强行业自律。

  第五章 法律责任

  第四十条 违反本办法第八条、第九条的规定,由县级以上人民政府广播影视行政部门责令停止违法行为或者责令改正,给予警告,可以并处三万元以下罚款;情节严重的,由原发证机关吊销《广播电视频道许可证》、《广播电视播出机构许可证》。
第四十一条 违反本办法第十五条、第十六条、第十七条的规定,以及违反本办法第二十二条规定插播广告的,由县级以上人民政府广播影视行政部门依据《广播电视管理条例》第五十条、第五十一条的有关规定给予处罚。
第四十二条 违反本办法第十条、第十二条、第十九条、第二十条、第二十一条、第二十四条至第二十八条、第三十四条、第三十六条、第三十七条的规定,或者违反本办法第二十二条规定替换、遮盖广告的,由县级以上人民政府广播影视行政部门责令停止违法行为或者责令改正,给予警告,可以并处二万元以下罚款。
第四十三条 违反本办法规定的播出机构,由县级以上人民政府广播影视行政部门依据国家有关规定予以处理。
第四十四条 广播影视行政部门工作人员滥用职权、玩忽职守、徇私舞弊或者未依照本办法规定履行职责的,对负有责任的主管人员和直接责任人员依法给予处分。

第六章 附 则

  第四十五条 本办法自2010年1月1日起施行。2003年9月15日国家广播电影电视总局发布的《广播电视广告播放管理暂行办法》同时废止。

One thought on “Radio and Television Advertising Broadcast Management Rules

    […] banned, among other things, time-travel in television dramas, critical judging in talent shows and ads for athlete’s foot cures (the latter only during dinner-time, however). What is interesting, however, is that the rules […]

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