Advertising is the "cash cow" of Internet companies, and some platform companies derive more than half of their revenue from advertising. However, the controversy caused by this "cow" continues: Is the online celebrity anchor an advertising spokesperson? Does planting grass and soft writing count as advertising? Is it reasonable to wait for countdown advertisements without opening members In the newly revised "Internet Advertising Management Measures", these questions have finally been answered. According to the new law, anchors are usually advertising operators and publishers. At the same time, it is also clear that if live streaming marketers recommend or certify goods or services in their own name or image, which constitutes advertising endorsements, they shall bear the responsibilities and obligations of advertising endorsers according to law. The key here lies in the words "in one's own name or image". In short, if the anchor simply introduces the product according to the script provided by the merchant, he is the advertisement publisher; If the anchor uses personal language skills such as "I trust the XX brand", "I have used it and feel it's very easy to use" to make recommendations, it may be identified as an advertising spokesperson. The greatest significance of clarifying identity lies in providing regulatory basis and safeguarding rights. In recent years, when anchors have overturned their cars, some people have questioned whether they only take the money and are not responsible, but discussions often get stuck in the identity of the anchor. Now that there is a basis for judgment, the advertising spokesperson should bear corresponding responsibilities according to law. For example, a false endorsement can be fined up to twice the endorsement fee. This means that in the future, the anchor of "rollover" may not be able to escape the blame with a light "unknowns". A similar situation exists for planting grass and soft writing. According to the Advertising Law, advertisements should be recognizable, but at present, a large number of grass planted soft texts are vague and difficult to distinguish. Users think it's a kind hearted person sharing selflessly, but it's actually a "child care" that has received money. The new law clearly states that if a product or service is promoted through knowledge introduction, experience sharing, consumption evaluation, and other forms of purchase, such as adding shopping links, the advertisement publisher should prominently indicate "advertising.". This article has had a significant impact on some platforms and bloggers that have started out as grass farmers. Imagine when an old classmate who hasn't seen you for a long time first identifies himself as a salesperson. Do you even have to guess the purpose of his intimate greetings? After the advertisement is marked, the reading volume of the planted cursive text is likely to be affected, and the existing business model of the platform and blogger clearly needs to be adjusted. The new law has a greater impact on some business models that were not covered by the original law but are now explicitly prohibited. For example, most video platform advertisements are designed with a countdown, and some even have to watch for 90 seconds. The new law prohibits countdown advertising and requires ensuring that one click shutdown is good news for users. But the platform is definitely not happy: if advertisements can be closed with one click, the experience gap between members and non members will not be that large, and users may not be willing to buy members; "If the viewing time cannot be guaranteed, advertisers may not be willing to post it.". The "Measures" will be implemented on May 1, and in two months' time, it is worth paying attention to the direction of member advertising. In addition, the new law also regulates chaos such as Internet of Things advertising, dodging advertisements that cannot be closed, and advertising that sells medicines under the guise of health and wellness, compacting platform responsibilities and having a profound impact on the entire Internet advertising industry. Platform and advertising practitioners need to realize that the brutal growth period is over, and compliance will become the key word for the future development of the industry. But positive