Page 9 - SCBJ-201611
P. 9
November 2016
Photo from www.bing.com
Implications for Platform Operators
Platform operators are given the responsibility to monitor the third party advertisements they post and can be subject to the same
or steeper penalties that advertisers face in cases of violation. Under the regulation, advertisements must be clearly labeled so that
users can differentiate between advertising and non-advertising content. Similarly, search engines are required to differentiate clearly
between paid and organic search results.
If a third party wishes to advertise on an online platform, the
platform operator is responsible for verifying the identity of the
advertiser and removing illegal advertisements. This will result
in notable revenue loss for search engine providers like Baidu,
which are legally required to reject illegal advertisements and their
accompanying revenues. The regulation also requires that platform
operators employ an advertisement review team to examine
both the contents of the advertising and the qualifications of the
advertiser.
This article was first published oncom/news/2016/09/06/>
Since its establishment in 1992, Dezan Shira & Associates
has been guiding foreign clients through Asia’s complex
regulatory environment and assisting them with all aspects of
legal, accounting, tax, internal control, HR, payroll and audit
matters. As a full-service consultancy with operational offices
across China, Hong Kong, India and emerging ASEAN, we are
your reliable partner for business expansion in this region and
beyond.
For inquiries, please email us at info@dezshira.com. Further
information about our firm can be found at: www.dezshira.com
7
Photo from www.bing.com
Implications for Platform Operators
Platform operators are given the responsibility to monitor the third party advertisements they post and can be subject to the same
or steeper penalties that advertisers face in cases of violation. Under the regulation, advertisements must be clearly labeled so that
users can differentiate between advertising and non-advertising content. Similarly, search engines are required to differentiate clearly
between paid and organic search results.
If a third party wishes to advertise on an online platform, the
platform operator is responsible for verifying the identity of the
advertiser and removing illegal advertisements. This will result
in notable revenue loss for search engine providers like Baidu,
which are legally required to reject illegal advertisements and their
accompanying revenues. The regulation also requires that platform
operators employ an advertisement review team to examine
both the contents of the advertising and the qualifications of the
advertiser.
This article was first published on
Since its establishment in 1992, Dezan Shira & Associates
has been guiding foreign clients through Asia’s complex
regulatory environment and assisting them with all aspects of
legal, accounting, tax, internal control, HR, payroll and audit
matters. As a full-service consultancy with operational offices
across China, Hong Kong, India and emerging ASEAN, we are
your reliable partner for business expansion in this region and
beyond.
For inquiries, please email us at info@dezshira.com. Further
information about our firm can be found at: www.dezshira.com
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