Shanghai Guidelines for Outdoor Advertising Compliance: Advertising using artificial intelligence to generate synthetic content should comply with marking obligations in accordance with the law

On 29 July, the Shanghai Market Supervisory Authority developed and issued a Guide to Compliance with Outdoor Advertising in Shanghai. In response to the questions of “big-word insinuation, small-word exoneration”, the Compliance Guidelines require that indicative terms are true, clear and visible, and that important terms of the transaction and restricted information are fully and accurately indicative; regulate the use of terms such as “first” “first” “best” “lead” and the content of advertising quotations, and do not apply “radish pits”; and, in the case of advertising, the use of artificial intelligence to generate synthetic content should comply with the marking obligations in accordance with the law. Kim Xian