The new regulations on Internet advertising management that have been implemented for more than a year have clear requirements, but the reporter found on the network platform that a large number of videos of bloggers with shopping links have not yet been marked with "advertising". Lawyers said that this is suspected of being illegal. The regulatory department should urge the rectification of the requirements of the Internet Advertising Management Measures that will be implemented on May 1, 2023. Advertisers should clearly mark "advertising" if they promote goods or services through knowledge introduction, experience sharing, consumption evaluation and other forms of purchase, and attach shopping links and other forms of purchase. Now, the new regulation has been implemented for over a year. Today, reporters found through testing on multiple short video platforms and social media platforms that a large number of "grass planting" videos with additional shopping links still do not indicate "advertisement", and some videos that indicate "advertisement" are also marked with inconspicuous light gray semi transparent small words in the lower right corner. I heard that a new 'super city' coffee shop has opened on this street, and it's a must visit. I can't help but feel like this barbecue downstairs, which I want to eat every day. Nowadays, when you open short video platforms or social media platforms, you can always find various bloggers' exploration and 'grass planting' videos, covering multiple fields such as catering and tourism. Unlike typical advertisements, store exploration videos are often presented from a first person perspective, sharing experiences and evaluations of on-site visits to store products, services, and environment under the main theme of the blog. Therefore, some consumers consider them relatively objective and authentic, and use them as one of their consumption references. But the reporter found during the interview that some videos appeared to be store visits, but in fact, they were for promotion, with problems such as unclear advertising labels and misleading consumers. Chen Yinjiang, deputy secretary-general of the Consumer Protection Law Research Association of the China Law Society, analyzed that the Internet Advertising Management Measures put forward new and clear requirements for the "identifiability" of Internet advertising, so the video of shop exploring and "grass planting" with shopping links should be marked with "advertising" as required, otherwise it is suspected of being illegal. Zhao Hu, a partner at Beijing Zhongwen Law Firm, pointed out that according to relevant laws and regulations such as the Advertising Law, advertisements published through mass media should prominently indicate "advertisement" and be distinguished from other non advertising information, so as not to mislead consumers. But in real life, some bloggers who sign contracts with merchants and charge fees, and then explore stores in the name of consumers without indicating "advertising", are actually deceiving consumers and suspected of illegal behavior. In March, the Supreme People's Procuratorate released a batch of typical cases of "3.15" consumer rights protection prosecutorial public interest litigation, including the administrative public interest litigation case of Beijing Railway Transport Procuratorate urging the rectification of illegal publication of food safety advertisements in the form of store exploration videos. In this case, the prosecutor's office believes that the "store explorer" intentionally blurred the boundary between interest sharing and commercial advertising by attaching shopping links without labeling the word "advertisement" when posting promotional videos, which actually violated consumers' right to know. Experts in the consumer field point out that the chaos of exploring stores has exposed the inadequate supervision of relevant content by some online platforms, and the insufficient follow-up efforts to deal with non compliant bloggers. The regulatory authorities should perform their duties of supervision and management in accordance with the law, establish and improve a long-term working mechanism, standardize the behavior of "visiting stores by talented people", strengthen the application of "advertising" signs, and strengthen the supervision and management of Internet advertising publishers. At the same time, short video platforms and social media platforms should be urged to strengthen the guidance of MCN institutions and internet celebrities to carry out marketing and publicity activities in a legal and compliant manner, and continuously improve the construction of rules. (New Society)