The Beijing Municipal Administration for Market Regulation has organized eight major internet companies to sign the Internet Marketing and Publicity Self-Discipline Convention. The participating entities include Baidu, Ocean Engine, Tencent, Kuaishou, JD.com, Meituan, 360, and Phoenix New Media.
The convention establishes four core principles: value orientation, authenticity, fair competition, and safety compliance. It applies to commercial advertising and marketing activities conducted through text, images, short videos, and live streaming, based on existing laws such as the Advertising Law and the E-commerce Law.
Platforms are required to maintain business records for at least three years and implement a comprehensive review mechanism for content. For live streaming, platforms must verify the qualifications of agencies and individuals. Regarding AI, the convention mandates clear labeling for deep synthesis content and prohibits the use of AI for deceptive marketing.
The agreement also addresses market order and consumer protection. Platforms are prohibited from using misleading promotional tactics, such as unreasonable low-price claims. Furthermore, the convention sets strict rules for sensitive sectors like medical, financial, and real estate, while mandating specific protections for minors.
