Online advertising has exploded, leading to the widespread dissemination of misinformation. To effectively regulate this market, lawmakers need to fully consider short-term and long-term solutions that are appropriate to the nature of the services, the actual development of the market, and the needs of state management. Short-term solutions In the draft amendments to the 2012 Advertising Law, regarding programmatic advertising, lawmakers should consider adding new obligations for businesses providing intermediary digital platforms, such as: (1) Providing information to authorities upon request according to the prescribed procedures. This information is limited to data collected for advertising distribution purposes and within the capabilities of the enterprise. (2) Developing and publicly announcing a mechanism for removing advertising content deemed illegal upon receiving direct reports from users or official requests from competent authorities. (3) Designing features such as labeling advertising content in applications to distinguish it from search results or organic content, giving users the ability to turn off personalized advertising features and opt out of advertising categories. (4) Publishing technical standards, codes of conduct, and transparent annual reports on compliance with regulations ensuring online safety. There should be no obligation imposed on intermediary service providers to actively monitor content, as stated in Article […]
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