為了維護我國廣告市場秩序，進一步增強行業自律意識，貫徹落實《中華人民共和國廣告法》（以下稱《廣告法》）及《廣告產業發展“十三五”規劃》中關于加強行業自律的要求，中國廣告協會、中國廣告主協會共同發布《廣告主自律宣言》。
本宣言依據《廣告法》及相關法律法規，結合我國廣告行業的實際情況，參考國外廣告行業有關自律公約制定。宣言得到了國內外廣告主的積極響應，現宣布如下：
一、廣告是企業與消費者進行溝通的重要渠道，是企業信用建設和社會責任建設的重要領域。
二、各廣告活動主體在中華人民共和國境內從事商業廣告活動，應當自覺遵守《廣告法》等有關法律法規的規定。
三、廣告應當真實、合法，以健康的表現形式表達廣告內容，符合社會主義精神文明建設和弘揚中華民族優秀傳統文化的要求；不做虛假或者引人誤解的廣告，不欺騙、誤導消費者。
四、廣告活動遵循公平競爭原則，尊重他人的名稱、商標等知識產權及商譽。
五、廣告活動中收集、使用消費者個人信息，遵循合法、正當、必要的原則；尊重和保護個人隱私。
六、廣告活動恪守對未成年人的保護職責，不利用未成年人缺乏成熟的辨識能力的弱點，設計、制作、發布損害其身心健康的廣告。
七、積極倡導健康生活方式，體現“綠色、健康、低碳、可持續”的理念；不妨礙環境和自然資源保護。
八、不做含有民族、種族、宗教、性別歧視內容的廣告。
2016 China Advertisers Commitment
The “2016 China Advertisers Commitment” (Hereinafter referred to as the “Commitment”) was jointly initiated and drafted by the China Advertising Association (CAA) and the China Association of National Advertisers (CANA), aiming at maintaining the advertising market order in China, further strengthening the self-regulation awareness of the industry as well as implementing the requirements regarding the industry self-regulation enhancement outlined by the new Advertising Law of the People‘s Republic of China (Hereinafter referred to as the “Advertising Law”) and the 13th Five Year Plan of China Advertising Industry.
The Commitment was drawn up based on the Advertising Law and relevant regulations and rules and combined with the practical situations of the advertising industry in China. It was also referred to certain industry self-regulation codes from overseas markets. Its drafting has gained strong support and valuable contribution from advertisers home and abroad. The consensus reads as follows:
1、Advertising is an important channel for marketers to communicate with consumers and a significant sphere where enterprises present and build up their credibility and social responsibility.
2、All main bodies of the advertising activities, when engaged in commercial advertising activities in China, shall comply with the Advertising Law and other relevant laws and regulations.
3、Advertisements shall be true to facts and legal. Positive and healthy forms shall be used in presentations of advertising contents. Advertisements shall keep in accordance with the requirements for promoting the socialist spiritual civilization and advancing fine traditions of Chinese culture. Advertisements shall not contain any false or misleading information, deceiving or misleading consumers.
4、Advertising activities shall act in compliance with generally accepted business principles of fair competition and shall respect goodwill and Intellectual Property Rights (IPR) of others or other brands, like names and trademarks.
5、Marketers, when collecting and using consumer’s personal information in advertising activities, shall follow the legal, proper and necessary principle and shall respect and protect individual’s privacy.
6、Advertising activities shall adhere to the responsibility of protecting children and the minors. Marketers shall not take advantage of the potential vulnerability or credulity of the minors to create, produce and/or publish advertisements which may lead to physical and mental harm to them.
7、Advertisements shall encourage healthy lifestyles and reflect the “Green, Healthy, Low-carbon and Sustainable” marketing concepts, and shall not hinder the protection of environment and natural resources.
8、Advertisements shall not contain any information of ethnic, racial, religious or sexual discrimination.
