标准化学报Issue(6)：131-140,10.DOI:10.3969/j.issn.2097-857X.2026.06.016
国际广告领域标准化发展动态分析
Analysis of Development Trends of Standardization in the International Advertising Field
摘要
Abstract
[Objective]As technological transformation continues to reshape the global advertising industry landscape,China,as the world's second-largest advertising market,faces the regulatory challenges posed by emerging advertising formats and technological advancements,alongside the pressure of passive compliance with foreign regulations and standards for Chinese advertising going global.There is an urgent need to leverage standardization as a means to promote the positive empowerment of technology and the orderly and compliant development of advertising.[Methods]This research employs methods such as literature review,comparative analysis,and trend analysis.It examines,from a top-down perspective,the rule frameworks of relevant international organizations,as well as the advertising regulatory systems,the entities responsible for formulating regulations and standards,and the core content and key orientations of regulations and standards in selected countries and regions.[Results]The study shows that international advertising standards are evolving from fragmentation toward systematization,and from principle-based approaches toward more detailed and operational rules.Self-regulatory guidelines developed by industry organizations have become a strong complement to the foundational legal framework,contributing to the formation of a multi-level advertising governance system.Meanwhile,regulatory provisions continue to be refined with a focus on high-risk areas and sensitive issues in advertising,and are accelerating toward digitalization and data governance,driven by technological advancements.[Conclusion]Currently,the level of advertising standardization in China lags behind the pace of industrial development and technological iteration.Accelerating the establishment of an advertising standards system that aligns with international rules and adapts to the development of emerging technologies will help promote the high-quality development of the advertising industry and enhance China's overall industrial competitiveness and international influence.关键词
广告/标准化/标准体系/国际标准Key words
advertising/standardization/standards system/international standards引用本文复制引用
陈彦如,许应成..国际广告领域标准化发展动态分析[J].标准化学报,2026,(6):131-140,10.基金项目
本文受国家市场监督管理总局信息化咨询课题"一体化广告智慧监管平台系统深化需求分析研究"资助. （）
