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DETAILED IMPLEMENTING RULES GOVERNING THE REGULATIONS FOR THE CONTROL OF ADVERTISING
(No. 13 [1998] of the State Administration of Industry and Commerce Promulgated 9 January 1988 by the State Administration for Industry and Commerce)
| | 广告管理条例施行细则
（工商广字〔1988〕第13号 一九八八年一月九日国家工商行政管理局发布）
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Article 1. These Detailed Implementing Rules are formulated in accordance with the provisions of Article 21 of the Regulations for the Control of Advertising (hereinafter referred to as the Regulations).
| | 第一条 根据《广告管理条例》（以下简称《条例》）第二十一条的规定， 制定本细则。
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Article 2. The administrative scope as prescribed by Article 2 of the Regulations shall include:
| | 第二条 《条例》第二条规定的管理范围包括：
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(1) advertisements printed in newspapers, periodicals, books, name registries, etc.;
| | （一）利用报纸、期刊、图书、名录等刊登广告。
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(2) advertisements broadcast on radio or television or through films, videos, slide shows, etc.;
| | （二）利用广播、电视、电影、录像、幻灯等播映广告。
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(3) advertisements on buildings in streets, public squares, airports, railway stations, wharves, etc., or on billboards in vacant spaces, or using neon lights, electronic display boards, display windows, lanterns, walls, etc.;
| | （三）利用街道、广场、机场、车站、码头等的建筑物或空间设置路牌、霓虹灯、电子显示牌、橱窗、灯箱、增壁等广告。
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(4) advertisements displayed or posted inside or outside such places as theatres, stadiums, cultural centres, exhibition halls, guest houses, restaurants, sightseeing and amusement centres, markets, etc.;
| | （四）利用影剧院、体育场（馆）、文化馆、展览馆、宾馆、饭店、游乐场、商场等场所内外设置、张贴广告。
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(5) advertisements displayed, drawn or posted on vehicles, vessels, aeroplanes or other means of transport;
| | （五）利用车、船、飞机等交通工具设置、绘制、张贴广告。
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(6) publicity material on various types of products which is sent through the mail;
| | （六）通过邮局邮寄各类广告宣传品。
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(7) advertising publicity gained through the presentation of samples of products;
| | （七）利用馈赠实物进行广告宣传。
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(8) advertising using other forms of media or other means to publish, broadcast, display or post advertisements.
| | （八）利用其它媒介和形式刊播、设置、张贴广告。
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Article 3. An enterprise applying for approval to engage in advertising operations, in addition to meeting enterprise registration requirements, etc., shall also be required to meet the following conditions;
| | 第三条 申请经营广告业务的企业，除符合企业登记等条件外，还应具备下列条件：
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(1) establish an organisation responsible for conduction market surveys and provide the relevant specialised personnel;
| | （一）有负责市场调查的机构和专业人员。
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(2) provide administrative personnel familiar with advertising control legislation and personnel able to undertake the design, production and editing of advertisements;
| | （二）有熟悉广告管理法规的管理人员及广告设计、制作、编审人员。
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(3) provide full-time accounting personnel;
| | （三）有专职的财会人员。
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(4) have the ability to provide the relevant services if applying to undertake contract work for or to act as agent for foreign businessmen who come to China to advertise.
| | （四）申请承接或代理外商来华广告，应当具备经营外商来华广告的能力。
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Article 4. A public institution applying to engage in advertising operations part-time shall meet the following conditions:
| | 第四条 兼营广告业务的事业单位，应当具备下列条件：
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(1) have the means to directly issue advertisements and the technology and equipment required for the design and production of advertisements;
| | （一）有直接发布广告的手段以及设计、制作广告的技术、设备。
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(2) provide administrative personnel and editorial personnel familiar with advertising control legislation;
| | （二）有熟悉广告管理法规的管理人员和编审人员。
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(3) establish an independent accounting system, to be staffed by full-time or part-time accounting personnel.
| | （三）单独立帐，有专职或兼职的财会人员。
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Article 5. If a Sino-foreign joint equity enterprise or a Sino-foreign co-operative enterprise applies to engage in advertising operations, the matter shall be handled in accordance with the Regulations, these Detailed Implementing Rules and other relevant regulations.
| | 第五条 中外合资经营企业、中外合作经营企业申请经营广告业务，参照《条例》、本细则和有关规定办理。
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Article 6. If an individual industrial or commercial household operation applies to engage in advertising operations, in addition to meeting the requirements prescribed in the Provisional Regulations governing the Administration of Individual Industrial and Commercial Household Operations in Towns and Villages, the individual shall also be required to be skilled in the specialised field of advertising, to be familiar with advertising control legislation and to qualify through an examination.
| | 第六条 申请经营广告业务的个体工商户，除应具备《城乡个体工商户管理暂行条例》规定的条件外，本人还应具有广告专业技能，熟悉广告管理法规，并经考试审查合格。
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Article 7. In accordance with be provisions of Article 6 of the Regulations, the examination, approval and registration of an advertising operator shall be conducted as follows:
| | 第七条 根据《条例》第六条的规定，按照下列程序办理广告经营者的审批登记：
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(1) A national advertising enterprise or a Sino-foreign joint equity enterprise or Sino-foreign co-operative enterprise wanting to engage in advertising operations shall apply to the State Administration for Industry and Commerce and, subject to verification and approval of its application, shall be issued with a business licence of the People's Republic of China.
A regional advertising enterprise shall apply to its local municipal or county administration for industry and commerce and shall be issued with a corporate business licence by the said administration, subject to verification and approval of the application by the administration for industry and commerce of the relevant province, autonomous region or directly administered municipality or an authorised municipal administrative body under provincial jurisdiction.
| | （一）全国性的广告企业，中外合资、中外合作经营广告业务的企业，向国家工商行政管理局申请，经核准，发给《中华人民共和国营业执照》。
地方性的广告企业，向所在市、县工商行政管理局申请，报省、自治区、直辖市工商行政管理局或其授权的省辖市工商行政管理局核准，由所在市、县工商行政管理局发给《企业法人营业执照》。
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(2) A public institution wanting to engage part-time in advertising activities shall apply to its local municipal or county administration for industry and commerce and shall be issued with an advertising permit by the said administration, subject to verification and approval of the application by the administration for industry and commerce of the relevant province, autonomous region or directly administered municipality or an authorised municipal administrative body under provincial jurisdiction.
A public institution engaged part-time in advertising activities, which wishes to undertake direct advertising work for foreign businessmen who come to China to advertise, shall apply to the administration for industry and commerce of the relevant province, autonomous region or directly administered municipality and shall be issued with an advertising licence of the People's Republic of China by the said administration, subject to its inspection of the application and subsequent examination and approval of the application by the State Administration for Industry and Commerce.
| | （二）兼营广告业务的事业单位，向所在市、县工商行政管理局申请，报省、自治区、直辖市工商行政管理局或其授权的省辖市工商行政管理局核准，由所在市、县工商行政管理局发给《广告经营许可证》。
兼营广告业务的事业单位申请直接承揽外商来华广告，向省、自治区、直辖市工商行政管理局申请，经审查转报国家工商行政管理局核准后，由省、自治区、直辖市工商行政管理局发给《中华人民共和国广告经营许可证》。
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(3) An independent industrial or commercial household operation wanting to engage in advertising activities shall apply to its local municipal or county administration for industry and commerce and shall be issued with a business licence by the said administration, subject to verification and approval of the application by the administration for industry and commerce of the relevant province, autonomous region or directly administered municipality or an authorised municipal administrative body under provincial jurisdiction.
| | （三）经营广告业务的个体工商户，向所在市、县工商行政管理局申请，报省、自治区、直辖市工商行政管理局或其授权的省辖市工商行政管理局核准，由所在市、县工商行政管理局发给《营业执照》。
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(4) A unit wanting to engage in advertising operations within a local area for a short period shall apply to the administration for industry and commerce of the relevant province, autonomous region or directly administered municipality or an authorised municipal administrative body under provincial jurisdiction and shall be issued with a temporary advertising licence, subject to its examination and approval of the application. A unit wanting to engage in advertising operations nationally for a short period shall apply to the administration for industry and commerce of the relevant province, autonomous region or directly administered municipality and shall be issued with a temporary advertising licence by the said administration, subject to approval of the application by the State Administration for Industry and Commerce.
| | （四）举办地方性的临时广告经营活动，举办单位向省、自治区、直辖市工商行政管理局或其授权的省辖市工商行政管理局申请，经核准，发给《临时性广告经营许可证》；举办全国性的临时广告经营活动，举办单位向所在省、自治区、直辖市工商行政管理局申请，报国家工商行政管理局批准，由举办单位所在省、自治区、直辖市工商行政管理局发给《临时性广告经营许可证》。
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Article 8. A public institution engaging in part-time advertising activities may, subject to examination and approval, act as agent for other advertising operations which use similar mediums.
| | 第八条 兼营广告业务的事业单位，经过核准，可以代理同类媒介的广告业务。
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Article 9. If an advertising client applies to use a medium other than radio, television or the print media to advertise cigarettes, prior approval must be obtained from the administration for industry and commerce of the relevant province, autonomous region, directly administered municipality or authorised municipal administrative body under provincial jurisdiction.
If an advertising client applies to advertise any of the high quality spirits which have received any of the various national, department or provincial level awards, prior approval must be obtained from the administration for industry and commerce of the relevant province, autonomous region, directly administered municipality or authorised municipal administrative body under provincial jurisdiction. When using the print or broadcast media to advertise alcoholic beverages of up to 39 per cent (including 39 per cent) alcohol, the specific amount must be clearly stated.
| | 第九条 广告客户申请利用广播、电视、报刊以外的媒介为卷烟做广告，须经省、自治区、直辖市工商行政管理局或其授权的省辖市工商行政管理局批准。
广告客户申请为获得国家级、部级、省级各类奖的优质烈性酒做广告，须经省、自治区、直辖市或其授权的省辖市工商行政管理局批准。刊播３９度以下（含３９度）酒类的广告，必须标明酒的度数。
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Article 10. In accordance with the provisions of Article 7 of the Regulations, a client applying for the issue of an advertisement shall present the appropriate certificate as follows:
| | 第十条 根据《条例》第七条的规定，广告客户申请发布广告，应当出具相应的证明：
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(1) An industrial or commercial enterprise or an independent industrial or commercial household operation shall present for inspection a copy of its corporate business licence or business licence respectively.
| | （一）工商企业和个体工商户分别交验《企业法人营业执照》副本和《营业执照》。
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(2) An administrative organ, social group or public institution shall present the certificate of its respective unit.
| | （二）机关、团体、事业单位提交本单位的证明。
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(3) An individual shall present a certificate issued by his/her local township, village, subdistrict office or unit.
| | （三）个人提交乡、镇人民政府、街道办事处或所在单位的证明。
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(4) A national enterprise, Sino-foreign joint equity enterprise, Sino-foreign co-operative enterprise or sole foreign investment enterprise shall present for inspection its business licence of People's Republic of China, issued by the State Administration for Industry and Commerce.
| | （四）全国性公司、中外合资经营企业、中外合作经营企业、外商独资经营企业，应当交验国家工商行政管理局颁发的《中华人民共和国营业执照》。
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(5) A resident representative office of a foreign enterprise shall present for inspection its certificate of registration as the resident representative office in china of a foreign enterprise.
| | （五）外国企业常驻代表机构，应当交验国家工商行政管理局颁发的《外国企业在中国常驻代表机构登记证》。
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Article 11. When applying to advertise a commodity, a quality certificate verifying that the commodity complies with State standards, department standards (specialised standards) or enterprise standards shall be presented for inspection in accordance with the provisions of item (1) of Article 11 of the Regulations.
．．．．．． | | 第十一条 根据《条例》第十一条第（一）项的规定，申请发布商品广告，应当交验符合国家标准、部标准（专业标准）、企业标准的质量证明。
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