On July 4, 2016, the State Administration for Industry and Commerce of the People's Republic of China (“SAIC”) promulgated the Interim Administrative Measures for Internet Advertisements (the SAIC Order [2016] No. 87) ("Interim Measures") so as to regulate advertising activities on the Internet, which will become effective on September 1, 2016.
The Interim Measures mainly specify the scope and restrictions for Internet advertising, and also set forth the responsibilities and obligations for business operators related to Internet advertising, including those business operators that engage in programmatic advertisement buying. Furthermore, the Interim Measures provide for the jurisdiction and handling of Internet advertising law violations.