Beijing has taken the lead in regulating internet marketing and promotion through industry self-regulation. Recently, the Beijing Municipal Market Supervision Bureau organized eight leading Internet companies, including Baidu, Juyang Engine, Tencent, Kuaishou, JD Group, Meituan, 360, and Phoenix News, to jointly sign the “Internet Marketing Promotion Self-Regulatory Convention” to promote platform companies to actively implement their main responsibilities, provide an enforceable and testable self-regulatory framework for the healthy and orderly development of the industry, and help build a real, transparent, fair and orderly Internet marketing ecosystem. The Convention is based on laws and regulations such as the “Advertising Law”, “Electronic Commerce Law”, “Anti-Unfair Competition Law”, “Consumer Rights Protection Law”, and “Internet Advertisement Management Measures”. It applies to the act of posting commercial advertisements and carrying out marketing publicity through graphics, short videos, live broadcasts, etc., and establishes the four self-regulatory principles of value orientation, authenticity, fair competition, safety and compliance.

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