Recently, the State Administration of Market Supervision announced the "Measures for the Administration of Internet Advertising", which further standardizes the Internet advertising issues that have been criticized by various sectors of society, such as the "excessive and excessive" pop-up advertising, the frequent occurrence of live selling chaos, and the false endorsement of celebrity online celebrities, and focuses on strengthening the supervision of Internet advertising. In order to effectively maintain fair competition, a standardized and orderly market order, protect the legitimate rights and interests of consumers, and better create a good market environment for the healthy development of the Internet advertising industry, the State Administration of Market Supervision recently promulgated the "Measures for the Administration of Internet Advertising" (hereinafter referred to as the "Measures"). The "Measures" have further standardized Internet advertising issues that have been criticized by various sectors of society, such as "excessive and excessive" pop-up advertising, frequent live sales chaos, and false endorsements by celebrity online celebrities, and focused on strengthening the supervision of Internet advertising. The release of the "Measures" to adjust traditional e-commerce regulatory thinking is definitely a major event in the internet field. The simple reason is that the size of the internet advertising market is really too large. The "2022 China Internet Advertising Data Report" released by the Zhongguancun Interactive Marketing Laboratory in conjunction with PricewaterhouseCoopers earlier this year shows that the size of China's Internet advertising market is expected to be about 508.8 billion yuan in 2022. Although this is the first negative growth in nearly seven years, its volume is still surprising due to its large base. Internet advertising, compared with the traditional four major media (newspapers, magazines, television, and radio), has unique advantages and is an important part of the implementation of modern marketing media strategy. Many internet giants such as Tencent and Baidu regard it as the main means of realizing traffic, and internet advertising accounts for a significant proportion of their revenue. In this context, the traditional market regulatory model and regulatory thinking have been faced with significant challenges. According to the relevant person in charge of the State Administration of Market Supervision, in 2016, the former State Administration for Industry and Commerce formulated the "Interim Measures for the Administration of Internet Advertising" (hereinafter referred to as the "Interim Measures"), which played an important role in regulating Internet advertising activities and promoting the development of the Internet advertising industry. However, with the development of Internet technology and innovation in advertising models, the Interim Measures have become difficult to adapt to the reality of Internet advertising regulation and law enforcement and the development of the Internet advertising industry, and there is an urgent need to revise them. Laws such as the Advertising Law, the Electronic Commerce Law, and the Anti Unfair Competition Law have been revised and promulgated, posing new requirements for the supervision and enforcement of Internet advertising, as well as providing new legal basis. Internet advertising continues to develop and change in terms of advertising forms, business models, and delivery methods. Its diversity, diversity, and extensiveness are becoming increasingly evident. The regulatory ideas and methods formed in the context of the development of traditional e-commerce require new adjustments. In addition, with the rapid development of the Internet advertising industry, the subjects participating in Internet advertising activities are increasingly diverse, and there is an urgent need to further refine the legal responsibilities of various advertising activity participants and clarify behavioral norms in order to better maintain the order of the Internet advertising market. To this end, the General Administration of Market Supervision has comprehensively revised and improved the "Interim Provisions" and issued the "Measures". renovation