为了维护我国广告市场秩序，进一步增强行业自律意识，贯彻落实《中华人民共和国广告法》（以下称《广告法》）及《广告产业发展“十三五”规划》中关于加强行业自律的要求，中国广告协会、中国广告主协会共同发布《广告主自律宣言》。
本宣言依据《广告法》及相关法律法规，结合我国广告行业的实际情况，参考国外广告行业有关自律公约制定。宣言得到了国内外广告主的积极响应，现宣布如下：
一、广告是企业与消费者进行沟通的重要渠道，是企业信用建设和社会责任建设的重要领域。
二、各广告活动主体在中华人民共和国境内从事商业广告活动，应当自觉遵守《广告法》等有关法律法规的规定。
三、广告应当真实、合法，以健康的表现形式表达广告内容，符合社会主义精神文明建设和弘扬中华民族优秀传统文化的要求；不做虚假或者引人误解的广告，不欺骗、误导消费者。
四、广告活动遵循公平竞争原则，尊重他人的名称、商标等知识产权及商誉。
五、广告活动中收集、使用消费者个人信息，遵循合法、正当、必要的原则；尊重和保护个人隐私。
六、广告活动恪守对未成年人的保护职责，不利用未成年人缺乏成熟的辨识能力的弱点，设计、制作、发布损害其身心健康的广告。
七、积极倡导健康生活方式，体现“绿色、健康、低碳、可持续”的理念；不妨碍环境和自然资源保护。
八、不做含有民族、种族、宗教、性别歧视内容的广告。
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.
