SAMR plans to revise regulations on Medical Devices advertising management, strictly cracking down on false advertising.

Source: China Consumer News

On November 10, at the 2026 "National Month for Optimizing the Consumer Environment" platform enterprise reassuring consumption commitment symposium, Liu Hui, First-Level Inspector of the Advertising Regulation Department of the State Administration for Market Regulation, stated that the revision of advertising regulatory laws and regulations will be accelerated, a batch of compliance guidelines and enforcement guides will be researched and issued, and livelihood-related areas such as pharmaceuticals, Medical Devices, food, and education and training will be designated as key areas for advertising regulation and enforcement, with severe crackdowns on false advertising.

In terms of institutional development, Liu Hui stated that the revision of the "Advertising Management Regulations" will be promoted, regulations related to advertising management for pharmaceuticals, Medical Devices, health foods, and foods for special medical purposes will be revised, and the public service advertising management system will be improved. At the same time, the compilation of documents such as the "Guidelines for Supervision and Enforcement of Live-Streaming E-Commerce Advertising Activities" and the "Compliance Guidelines for Outdoor Advertising" will be accelerated to further refine the standards for determining advertising conduct, regulatory benchmarks, and enforcement principles.

Liu Hui pointed out that in live-streaming e-commerce, shopping guide recommendations, product sales, and advertising activities are intertwined, while artificial intelligence technology has enhanced advertising production efficiency and precision targeting capabilities, bringing new challenges to advertising regulation. Regulatory authorities will focus on new forms of advertising such as live-streaming e-commerce advertising and AI-generated advertising, advance normalized regulation, and strengthen regional enforcement coordination.

According to disclosures at the symposium, in the first three quarters of 2026, a total of 22,800 cases of internet advertising violations were investigated and handled nationwide, with fines and confiscations exceeding 100 million yuan.