【直报网5月20日讯】（中国食品报）新修订的广告法将于9月1日正式实施，这是1994年广告法颁布以来的首次修订，经过大量调研和反复论证，修订幅度大、涉及范围广，引发社会高度关注。新广告法在涉及保健食品方面有哪些重要修订？对各方法律责任做了哪些强化？监管方式如何转变？

CNDSN may 20 news] (Chinese food) the newly revised law on advertising will be officially implemented on September 1. This is advertising law in 1994 years since the enactment of the first amendment, after a lot of research and repeated demonstration, substantially revised, involving a wide range, causing a high degree of social concern. What important amendments to the new advertising law relating to health food? What are the strengthening of the legal responsibility of the parties? How regulatory changes?

准则专为保健食品列细项

Guidelines for the health food column

现行广告法（1994年版）仅仅简单规定了食品的广告准则，对保健食品没有详细规定，内容不完备，操作性不强，已与社会经济发展和技术进步不相适应。新广告法第18条则对保健食品的广告内容分成六个小项作出了具体规范要求。

Current advertisement law (1994 version) simply provides food advertising guidelines, no detailed provisions of health food, the content is incomplete, operability is not strong has with the social and economic development and technological progress does not adapt. The new advertising law article eighteenth advertisement content of health food is divided into six small made specific requirements.

据介绍，近年来，保健食品领域日益成为虚假广告的“重灾区”，特别是针对老年人的保健品广告及宣传，其虚假程度尤为严重。

According to reports, in recent years, the field of health food has increasingly become false advertising "disaster", especially for the elderly health care advertising and publicity, the false degree is particularly serious.

统计数据显示，2014年，全国工商机关受理老年人投诉保健品2.01万件。从被投诉保健品细类看，36.2％的被投诉保健品属于提高免疫能力类保健品；从投诉内容看，主要是虚假广告宣传和质量问题，共占投诉的38.3％。

Statistics show that in 2014, the national industrial and commercial authorities accepted the elderly complaints health care products 20100. Has been complaints from health care products, thin, 36.2% of the complaints were health care products belong to improve immune ability health products; from the complaint, mainly of false advertising and quality problem, accounted for complaints of 38.3%.

新广告法（2015年版）规定保健食品广告不得含有下列内容：（一）表示功效、安全性的断言或者保证；（二）涉及疾病预防、治疗功能；（三）声称或者暗示广告商品为保障健康所必需；（四）与药品、其他保健食品进行比较；（五）利用广告代言人作推荐、证明；（六）法律、行政法规规定禁止的其他内容。同时规定，保健食品广告应当显著标明“本品不能代替药物”。新广告法充实细化了广告准则，这些修订的内容必将净化广告市场，为监管部门保护消费者合法权益提供有力的执法依据。

Assertion or guarantee on the efficacy and the safety of new advertising method (2015 Edition) the provisions of the health food ads may not contain the following contents: (a); (II) involved in disease prevention and treatment functions; (III) claimed or implied commercial advertising for the protection of health necessary; (4) and medicines and other health food; (5) use of Advertising Spokesperson as recommended, proved; (6) the laws and administrative regulations prohibited other content. At the same time, health food ads should be significantly marked, this product can not replace the drug ". New advertising method enriched and refined advertising guidelines, these revised content will purify the advertising market, regulatory authorities to protect the legitimate rights and interests of consumers provide powerful basis for law enforcement.

保健食品广告禁止对未成年人发布

Health food advertising ban minors released

保健食品广告的发布体现了对一老一小的关注。特别在第四十条规定了在针对未成年人的大众传播媒介上不得发布保健食品广告。

The publication of the ads for health food reflects the attention of a little attention to the old one. In particular, the fortieth provisions of the mass media for minors on the dissemination of health food advertising.

针对不满十四周岁的未成年人的商品或者服务的广告还提出不得含有下列内容：（一）劝诱其要求家长购买广告商品或者服务；（二）可能引发其模仿不安全行为。

To dissatisfaction with 14 years of age without adults of the goods or services of advertising also present shall contain the following contents: (a) to persuade the parents bought the advertised products or services; (II) may be caused by imitating the unsafe behavior.

如果针对未成年人的广告中发布了保健食品广告，处罚是十分严厉的。

If the advertising of minors released the health food ads, the punishment is very strict.

在新广告法第57条规定，如违反41条，即涉及向未成年人发布保健食品广告，会有如下罚则——由工商行政管理部门责令停止发布广告，对广告主处20万元以上100万元以下的罚款，情节严重的，并可以吊销营业执照，由广告审查机关撤销广告审查批准文件、一年内不受理其广告审查申请；对广告经营者、广告发布者，由工商行政管理部门没收广告费用，处20万元以上100万元以下的罚款，情节严重的，并可以吊销营业执照、吊销广告发布登记证件。

Released in the new advertising the Article 57 of the provisions, such as the violation of Article 41, which relates to a minor health food advertising, will have the following penalties by industrial and commercial administrative management department shall be ordered to stop advertising, the advertisers 20 million yuan more than 100 million yuan of the following a fine. If the circumstances are serious, and can revoke the business license, the advertisement examination organ shall revoke its advertisement examination and approval documents, a year not to accept the advertisement examination application for advertising operators, advertising, by the industry and commerce administrative department shall confiscate the advertising expenses, 20 million yuan more than 100 million yuan of the following a fine. If the circumstances are serious, and can revoke the business licence, revoke advertising registration certificates.

此条款属于新广告法罚则中最严厉的处罚之一，其罚额是现执行广告法（1994年版）“1万元以上10万元以下”罚款额度的10—20倍。

This clause is one of new advertising law penalty is the most severe punishment, the penalty amount is the present executive Advertising Law (1994 version) "1 million yuan of above 10 million yuan the following" fine lines of 10 - 20 times.

各方法律责任界定清晰 罚则严厉

All the legal responsibilities clearly defined severe penalties

新广告法对广告主、广告发布者、广告经营者、广告代言人、广告监管机构等各类主体的责任做了界定。

The new advertising method for advertisers, advertising publishing, advertising agents, Advertising Spokesperson, advertising regulatory agencies such as the main types of responsibility defined.

针对一些广告主为了推销商品，对产品进行虚假夸大宣传，欺骗诱导消费者的现象和一些媒体片面追求经济利益、违背广告审查职责甚至默许放任虚假违法广告发布的问题，新广告法规定，广告主对广告的真实性负责，广告发布者、广告经营者、广告代言人承担相应法律责任，规定十分严格。

For some advertising main in order to sell goods, the product of exaggerated false propaganda, cheat induced consumers phenomenon and some of the media one-sided pursuit of economic interests, contrary to the advertisement examination duties or acquiesced to indulge the false and illegal advertisements released, the new advertising law, advertisers to advertising authenticity is responsible for, advertising, advertising agents and advertisement advocate bear the corresponding legal responsibility, the rule is very strict.

其中，新广告法明确规定对从事广告发布业务的广播电台、电视台、报刊出版单位进行广告发布登记，明确了新闻出版广电部门的管理责任，可以暂停违规媒体的广告发布业务。

The new advertising law clearly stipulates to engaged in the advertising business of radio stations, television stations, newspapers and publishing unit of advertising registration, clear the news publishing of radio and television department management responsibility, can suspend violation media advertising business.

新广告法明确规定了广告代言人也具有相关法律责任，不过，由于保健食品不允许采用代言人，将不存在这一主体的责任。

New advertising law clearly stipulates that the advertising spokesperson also have legal responsibility, however, due to the health food does not allow using voice, there will be no responsibility of the main body.

具体到保健食品广告违法行为的罚则，主要是违反法则第18条规定的，除了责令停止发布广告，责令广告主在相应范围内消除影响，对广告主处广告费用1倍以上3倍以下的罚款，广告费用无法计算或者明显偏低的，处10万元以上20万元以下的罚款；情节严重的，处广告费用3倍以上5倍以下的罚款，广告费用无法计算或者明显偏低的，处20万元以上100万元以下的罚款，可以吊销营业执照，并由广告审查机关撤销广告审查批准文件、一年内不受理其广告审查申请。

Specific penalties to health food advertising violations, mainly in violation of the provisions of article eighteenth of the law, in addition to stop advertising, advertisers in order to eliminate the influence of the corresponding range, the cost of advertising advertisers at 1 times more than 3 times the fine, advertising costs can not be calculated or is obviously low, more than 100000 yuan a fine of 200000 yuan; if the circumstances are serious, the cost of advertising at 3 times less than 5 times the amount of advertising costs can not be calculated, or significantly lower, at 200000 yuan to 1000000 yuan fine, the business license may be revoked, and the advertisement examination organ shall revoke the advertisement examination approval documents, within one year shall not accept its advertising review of the application.

The behavior of the news agency to use news release health food advertising, the law clearly the supervision of the news agency. The provisions of Article 68 of the new advertising method, radio stations, television stations, newspapers and periodicals and audio-visual publishing units released illegal advertising, or to news reports in the form of disguised to release advertisement, or to the health, health knowledge in disguised forms released health food advertising, the administrative department for Industry and Commerce in accordance with the law punished shall be informed of press and publication of the radio and television departments and other relevant departments. Press and publication radio and Television Department and other relevant departments shall impose sanctions to bear the responsibility of the persons in charge and the other persons directly responsible in accordance with the law; if the circumstances are serious, and can be suspended media advertising business.

在严格法制的同时，工商管理部门的负责人表示要加强信用建设。“今后工商部门将以广告信用监管为主线，以规范竞争秩序和保护消费者权益为着力点，从依靠传统行政监管手段向注重运用市场主体信用监管手段转变。”要严格落实信息公示、经营异常名录、严重违法企业名单等制度，形成“一处违法、处处受限”的约束机制，增强法律对虚假、违法广告发布、传播者的震慑力。

In the strict rule of law, the head of the Department of Business Administration said to strengthen the credit building. "In the future business sector will be to credit supervision of advertising as the main line, to standardize the order of competition and to protect the interests of consumers, as the focal point, from relying on traditional means of administrative regulation to focus on using market main body credit supervision means change." To strictly implement the information publicity, an exception list, a list of serious illegal enterprises etc. the system, formed a illegal everywhere limited, restraint mechanism, strengthen the law of false and illegal advertisements issued and disseminator of the deterrent effect.

责任编辑：小申

Editor: Little Shen