国发[1987]94号 国务院关于发布《广告管理条例》的通知

广告管理条例

Regulations on Control of Advertisement

　　第一条　为了加强广告管理，推动广告事业的发展，有效地利用广告媒介为社会 主义建设服务，制定本条例。

　　Article 1. These Regulations are formulated for the purpose of strengthening the administration of advertisement, promoting the development of advertisement undertakings and utilizing advertisement as an effective medium to serve socialist construction.

　　第二条　凡通过报刊、广播、电视、电影、路牌、橱窗、印刷品、霓虹灯等媒介 或者形式，在中华人民共和国境内刊播、设置、张贴广告，均属本条例 管理范围。

　　Article 2. These Regulations shall apply to any advertisements published, broadcast, installed or posted in the People's Republic of China through such media or in such forms as the press, broadcasting, television, films, street nameplates, shop windows, printed matters, neon lights, etc.

　　第三条　广告内容必须真实、健康、清晰、明白，不得以任何形式欺骗用户和消 费者。

　　Article 3. The content of an advertisement must be true to facts, sound, clear and easy to understand and must not cheat users and consumers in any way.

　　第四条　在广告经营活动中，禁止垄断和不正当竞争行为。

　　ARticle 4. Monopoly and unfair competition shall be prohibited in advertising operations.

　　第五条　广告的管理机关是国家工商行政管理机关和地方各级工商行政管理机关。

　　Article 5. The administrative organs controlling advertisements shall be the State Administration for Industry and Commerce and local administrative departments for industry and commerce at various levels.

　　第六条　经营广告业务的单位和个体工商户(以下简称广告经营者)，应当按照本 条例和有关法规的规定，向工商行政管理机关申请，分别情况办理审批 登记手续：

　　Article 6. Units and self-employed industrialists or businessmen wishing to engage in advertising businesses (hereinafter referred to as advertising operators) shall submit applications to administrative departments for industry and commerce in accordance with these Regulations and the provisions of other relevant laws and regulations and go through, according to different circumstances, such formalities as examination, approval or registration:

　　(一)专营广告业务的企业，发给《企业法人营业执照》;

　　(1) For enterprises specializing in advertising business, Business Licences for Enterprises as Legal Persons shall be issued;

　　(二)兼营广告业务的事业单位，发给《广告经营许可证》;

　　(2) For institutions concurrently engaged in advertising business, Licences for Advertising Operation shall be issued;

　　(三)具备经营广告业务能力的个体商户，发给《营业执照》;

　　(3) For self-employed industrialists or businessmen capable of running advertising businesses, Business Licences shall be issued;

　　(四)兼营广告业务的企业，应当办理经营范围变更登记。

　　(4) For enterprises concurrently engaged in advertising business, applications shall be filed with the relevant departments for change of business scope registration.

　　第七条　广告客户申请刊播、设置、张贴的广告，其内容就当在广告客户的经营 范围或者国家许可的范围内。

　　Article 7. The content of an advertisement to the published, broadcast, installed or posted shall be kept within the advertiser's business scope or the scope permitted by the State.

　　第八条　广告有下列内容之一的，不得刊播、设置、张帖：

　　Article 8. An advertisement that contains any of the following contents may not be published, broadcast, installed or posted:

　　(一)违反我国法律、法规的;

　　(1) That violates the laws and regulations of the State;

　　(二)损害我国民族尊严的;

　　(2) That impairs the national dignity of the State;

　　(三)有中国旗、国徽、国歌标志、国歌音响的;

　　(3) That involves designs of the national flag, national emblem or national anthem or the music of the national anthem of the People's Republic of China;

　　(四)有反动、淫秽、迷信、荒诞内容的;

　　(4) That is reactionary, obscene, superstitious or absurd;

　　(五)弄虚作假的;

　　(5) That is fraudulent;

　　(六)贬低同类产品的。

　　(6) That depreciates products of the same kind.

　　第九条　新闻单位刊播广告，应当有明确的标志。

　　Article 9. News media shall provide clear indications for the advertisement they publish or broadcast.

　　新闻单位不得以新闻报道形式 刊播广告，收取费用;新闻记者不得借采访名义招揽广告。

　　News media may not publish or broadcast advertisements in the form of news reports nor collect fees for these reports. Journalists may not solicit advertisements in the name of news coverage.

　　第十条　禁止利用广播、电视、报刊为卷烟做广告。

　　Article 10. It shall be forbidden to advertise cigarettes through broadcast, television, newspapers or periodicals.

　　获得国家级、部级、省级各类奖的优质名酒，经工商行政管理机关批 准，可以作广告。

　　After approval by administrative departments for industry and commerce, it may be allowed to advertise famous wines and liquors of good quality which have won prizes at the national, ministerial or provincial level.

　　第十一条　申请刊播、设置、张贴下列广告，应当提交有关证明：

　　Article 11. Due certificates shall be presented in applying for publishing, broadcasting, installing or posting advertisements in the following cases:

　　(一)标明质量标准的商品广告，应当提交省辖市以上标准化管理部门或 者经计量认证合格的质量检验机构的证明;

　　(1) For the commodity advertisements concerning standards of quality, certificates issued by administrative departments in charge of standardization or by quality inspection agencies, authenticated to the qualified by metrological verification, above the provincial municipality level shall be presented;

　　(二)标明获奖的商品广告，就当提交本届、本年度或者数届、数年度连 续获奖的证书，并在广告中注明获奖级别和颁奖部门;

　　(2) For the advertisements which indicate commodities as prize-winners, certificates of award for the current session or year or for successive sessions or years shall be presented and classes of prizes and prize-awarding departments shall also be clearly indicated in the advertisements;

　　(三)标明优质产品称号的商品广告，应当提交专利证书;

　　(3) For the advertisements which indicate titles of high quality commodities, certificates of high-quality products issued-by the relevant departments shall be presented and clear indications shall also be made in the advertisements as to when and by which departments the titles were conferred on;

　　(四)标明专利权的商品广告，应当提交专利证书;

　　(4) For the advertisements which indicate patent rights of commodities, patent licences shall be presented;

　　(五)标明注册商标的商品广告，应当提交商标注册证;

　　(5) For the advertisements which indicate registered trademarks of commodities, certificates of trademark registration shall be presented;

　　(六)实施生产许可证的产品广告，应当提交生产许可证;

　　(6) For the advertisements of the products which require production permits, production permits shall be presented;

　　(七)文化、教育、卫生广告，应当提交上级行政主管部门的证明;

　　(7) For the advertisements concerning culture, education and public health, certificates issued by the higher competent authorities shall be presented;

　　(八)其他各类广告，需要提交证明的，应当提交政府有关部门或得授权单位的证明。

　　(8) for the other advertisements which require due certification, papers issued by relevant government departments or agencies authorized by them shall be presented.

　　第十二条　广告经营者承办或者代理广告业务，应当查验证明，审查广告内容。

　　Article 12. Advertising operators shall checked papers or certificates and examine the contents of advertisements while undertaking advertising business or acting as advertising agents.

　　对违反本条例规定的广告，不得刊播、设置、张贴。

　　They may not publish, broadcast, install or post any advertisements which violate the provisions of these Regulations.

　　第十三条　户外广告的设置、张贴，由当地人民政府组织工商行政管理、城建、环保、公安等有关部门制订规划，工商行政管理机关负责监督实施。

　　Article 13. For the installation and posting of outdoor advertisements, local people's governments shall organize the administrative departments respectively in charge of industry and commerce, urban construction, environmental protection and public security in jointly drawing up the plans, which shall be implemented under the supervision of the administrative departments for industry and commerce.

　　在政府机关和文物保护单位周围的建筑控制地带以及当地人民政府禁止 设置、张贴广告的区域，不得设置、张贴广告。

　　Advertisements may not be installed or posted in controlled areas near government organs or cultural relics under special protection, nor in areas where installation and posting of advertisements are prohibited by local people's governments.

　　第十四条　广告收费标准，由广告经营者制订，报当地工商行政管理机关和物价管理机关备案。

　　Article 14. Rates of charges for advertisements shall be fixed by advertising operators and reported to local administrative departments for industry and commerce and to those in charge of price control for the record.

　　第十五条　广告业务代理费标准，由国家工商行政管理机关会同国家物价管理机关 制定。

　　Article 15. Rates of fees to be charged for acting as agents in advertising business shall be fixed by state administrative departments for industry and commerce and those in charge of price control.

　　户外广告场地费、建筑费占用费的收费标准，由当地工商行政管理机关 会同物价、城建部门协商制订，报当地人民政府批准。

　　Rates of fees to be charged for the use of places and buildings for outdoor advertisements shall be fixed through consultations by local administrative departments for industry and commerce with those in charge of price control and urban construction and reported to local people's governments for approval.

　　第十六条　广告经营者必须按照国家规定设置广告会计帐簿，依法纳税，并接受财政、审计、工商行政管理部门的监督检查。

　　Article 16. Advertising operators must, according to the relevant prescriptions of the State, set up bookkeeping records, pay taxes according to law and subject themselves to the control and inspection by the administrative departments respectively in charge of finance, auditing and industry and commerce.

　　第十七条　广告经营者承办或者代理广告业务，应当与客户或者被代理人签订书面 合同，明确各方的责任。

　　Article 17. In undertaking or acting as agents in advertising business, advertising operators shall sign with advertisers or those who have entrusted them with the business written contracts that shall stipulate explicitly each party's responsibilities.

　　第十八条　广告客户或者广告经营者违反本条例规定，由工商行政管理机关根据情 节轻重，分别给予下列处罚：

　　Article 18. Advertisers or advertising operators who have violated the provisions of these Regulations shall be given the following penalties by administrative departments for industry and commerce according to the seriousness of the cases:

　　(一)停止发布广告;

　　(1) Stopping advertising;

　　(二)责令公开更正;

　　(2) Making public corrections as ordered;

　　(三)通报批评;

　　(3) Circulating a notice of criticism;

　　(四)没收非未能所得;

　　(4) Confiscation of the illegal gains;

　　(五)罚款;

　　(5) Fines;

　　(六)停业整顿;

　　(6) Suspending business for consolidation;

　　(七)吊销营业执照或者广告经营许可证。

　　(7) Revocation of the business licences or the licences for advertising operation.

　　违反本条例规定，情节严重，构成犯罪的，由司法机关依法追究刑事责任。

　　If the violations of the provisions of these Regulations are so serious as to constitute crimes, criminal responsibilities shall be investigated by judicial organs according to law.

　　第十九条　广告客户和广告经营者对工商行政管理机关处罚决定不服的，可以在收到处罚通知之日起十五日内，向上一级工商行政管理机关申请复议。

　　Article 19. If advertisers or advertising operators disagree with the penalties decided upon by administrative departments for industry and commerce, they may apply for a reconsideration to the next higher administrative departments for industry and commerce within 15 days after receiving penalty notices.

　　对复议决定仍不服的，可以在收到复议决定之日起三十日内，向人民法院 起诉。

　　If they still disagree with the decisions made after reconsideration, they may bring a suit in a people's court within 30 days after receiving the reconsideration decisions.

　　第二十条　广告客户和广告经营者违反本条例规定，使用户和消费者蒙受损失，或者有其他侵权行为的，应当承担赔偿责任。

　　Article 20. Advertisers or advertising operators who, in violation of the provisions of these Regulations, have caused losses on the part of their users and consumers or committed other acts of infringement shall bear the responsibility for compensation.

　　损害赔偿，受害人可以请求 县以上工商行政管理机关处理。

　　With respect to claims for damages, the claimant may request the administrative departments for industry and commerce above the county level for handling.

　　当事人对工商行政管理机关处理不服 的，可以向人民法院起诉。

　　If the parties concerned disagree with the decisions made by administrative departments for industry and commerce, they may bring a suit in a people's court.

　　受害人也可以直接向人民法院起诉。

　　The claimant may also directly bring a suit in a people's court.

　　第二十一条　本条例由国家工商行政管理局负责解释;施行细则由国家工商行政管理局制定。

　　Article 21. These Regulations shall be interpreted by the State Administration for Industry and Commerce. The rules for implementation shall be formulated by the State Administration for Industry and Commerce.

　　第二十二条　本条例自一九八七年十二月一日起施行。

　　Article 22. These Regulations shall go into effect as of December 1, 1987.

　　一九八二年二月六日国务院发布的《广告管理暂行条例》同时废止。

　　The Interim Regulations on Control of Advertisement promulgated by the State Council on February 6, 1982 shall be abrogated as of the same date.