The General Administration of Market Regulation was informed that in accordance with the relevant work deployment of the Central Publicity Department in the field of entertainment governance, the General Administration of Market Regulation and seven departments including the Central Network Information Office, the Ministry of Culture and Tourism, the State Administration of Radio, Film and Television, the Banking and Insurance Regulatory Commission, the Securities Regulatory Commission, and the State Film Administration jointly issued the "Guiding Opinions on Further regulating star advertising Endorsement Activities", and the "Guiding Opinions" have been implemented since the date of publication.

In recent years, the entertainment industry has played a positive role in meeting the diverse cultural needs of the masses and promoting economic growth, but the frequent occurrence of star advertising endorsement "rolover" has seriously damaged the market order and polluted the social atmosphere, which needs to be effectively rectified. Standing at the height of promoting comprehensive governance in the field of entertainment, the "Guiding Opinions" fully integrate existing laws and regulations and policy documents, comprehensively use market competition, industry management, regulatory law enforcement, industry self-discipline, social supervision and other measures to build a governance system to regulate star advertising endorsement activities, and provide new institutional support for maintaining a clear space in the field of star endorsement.

Regulating star advertising endorsement activities not only needs to strengthen supervision and law enforcement, but also needs to standardize market operation, strengthen industry management, promote market players to assume their responsibilities, orderly market competition, and strengthen the autonomy of the industry, forming a virtuous circle of virtuous stars recognized by the market and illegal and immoral stars boycotted by the market. 

Source: 21st Century Business Herald