In 2026, the State Administration for Market Regulation organized and carried out nationwide special treatment of outdoor advertising-oriented issues and special clean-up and rectification of vulgar advertisements. It seriously investigated and dealt with illegal advertisements that used the name or image of state agencies, used vulgar and marginal content to gain attention, promoted feudal superstition and other violations of good social customs in accordance with the law. It strengthened compliance guidance for major Internet platform companies, urged and guided them to intercept and clean up 175,000 illegal materials related to the industry, and effectively maintained ideological security in the field of commercial marketing and publicity. In the first three quarters of 2026, market regulatory authorities across the country investigated and handled a total of 33,754 cases of illegal advertising, resulting in fines and confiscations of 165 million yuan. Seven typical cases involving illegal advertising involving orientation are now selected for publication.
1. The Shanghai Municipal Market Supervision Bureau investigated and dealt with the illegal advertising cases of Shanghai Manlun Trading Co., Ltd. and Guangxi Instant Information Technology Co., Ltd.
After investigation, Shanghai Manlun Trading Co., Ltd. (advertiser) and Guangxi Instant Information Technology Co., Ltd. (advertising operator) agreed to jointly design, produce and publish the "Dettol Clothing Disinfectant" advertising video. The advertisement contains content that objectifies women such as "I may not be the first, but my future wife is not", which violates relevant regulations such as "advertisements shall not contain sexist content" and "advertisements shall not hinder social public order or violate good social customs".
In September 2026, the Shanghai Municipal Administration for Market Regulation imposed an administrative penalty of 800,000 yuan on Shanghai Manlun Trading Co., Ltd. and fined and confiscated a total of 265,000 yuan on Guangxi Instant Information Technology Co., Ltd. in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.
2. The Market Supervision Bureau of Baiyun District, Guangzhou City, Guangdong Province investigated and dealt with the illegal advertising case of Guangzhou Tangshiyi Trading Co., Ltd.
After investigation, Guangzhou Tang Shiyi Trading Co., Ltd., in order to promote and sell "Shu Ke" brand toothpaste products, designed and produced an advertising video with the content "You cannot tear it off before 30 minutes, and you can kiss eight men after 30 minutes. It is not a toothpaste, it is a modern version of Huanyixiang. It is alluring and invisible. It was recommended to me by my best friend who is very good at it." This violates relevant regulations such as "advertising must not hinder social public order or violate good social fashion."
In September 2026, the Market Supervision Bureau of Baiyun District, Guangzhou City, Guangdong Province imposed an administrative penalty of 500,000 yuan on the party concerned in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.
3. Tianjin Binhai New Area Market Supervision Bureau investigated and dealt with the illegal advertising case of Tianjin Baiyi E-Commerce Co., Ltd.
After investigation, Tianjin Baiyi E-Commerce Co., Ltd. published ordinary food advertisements in the form of live broadcast that contained vulgar and peripheral language such as "I am just a seller", which violated relevant regulations such as "advertising shall not hinder social public order or violate good social customs".
In May 2026, the Tianjin Binhai New Area Market Supervision Bureau imposed an administrative penalty of 450,000 yuan on the party concerned in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.
4. The Market Supervision Bureau of Kecheng District, Quzhou City, Zhejiang Province investigated and dealt with the illegal advertising case of Quzhou Aipack Bar Co., Ltd.
After investigation, Quzhou Aipike Bar Co., Ltd. used AI technology to generate advertisements that contained images of women wearing waist-baring short nurse uniforms, miniskirts, and black silk suspender high heels, as well as marketing pictures with words such as "International Nurses Day", "To the most beautiful angel in white", "05.12", "Uniform Party/Specialized to Treat Loneliness/Empty/Cold", consuming images of nurses, and violated relevant regulations such as "advertisements must not hinder social public order or violate good social fashions".
In June 2026, the Market Supervision Bureau of Kecheng District, Quzhou City, Zhejiang Province imposed an administrative penalty of 300,000 yuan on the party concerned in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.
5. The Market Supervision Bureau of Jiangning District, Nanjing City, Jiangsu Province investigated and dealt with the illegal advertising case of Nanjing Huishang Fresh Food Trading Co., Ltd.
After investigation, Nanjing Huishang Fresh Food Trading Co., Ltd., through display boards and other media, released investment advertisements in the name of smart vegetable market shop sales with charter. The advertisements included "The Ministry of Agriculture and Rural Affairs of the People's Republic of China has national help to make the 'vegetable basket' more secure", "2025 Central Document No. 1 Stabilizing Smart Agricultural Trade" and "The CPC Central Committee and the State Council's Notice on Further Deepening Rural Reform" "Opinions on Solidly Promoting Comprehensive Rural Revitalization" and other contents, and the use of the national emblem pattern, violated relevant regulations such as "the national emblem shall not be used or used in disguised form in advertising" and "the name or image of state agencies shall not be used or used in disguised form in advertising". The parties involved also published illegal investment advertisements through the Internet and outdoor pillars and other media that implied no risk and guaranteed returns.
In August 2026, the Market Supervision Bureau of Jiangning District, Nanjing City, Jiangsu Province imposed an administrative penalty of 280,000 yuan on the party concerned in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.
6. The Market Supervision Bureau of Daoli District, Harbin City, Heilongjiang Province investigated and dealt with the illegal advertising case of Harbin Shengli Gas Station
After investigation, Harbin Victory Gas Station published advertisements on the WeChat official account with contents such as "August 1st Army Day, pay tribute to the cutest people! Come to the store to refuel and enjoy exclusive discounts!" "Warmly celebrate the 97th anniversary of the founding of the Chinese People's Liberation Army" and "Harbin Victory Gas Station Army Day Special Promotion" and other content, which violated relevant regulations such as "Advertisements must not hinder social public order or violate good social trends." The parties also committed illegal acts such as publishing false advertisements.
In April 2026, the Market Supervision Bureau of Daoli District, Harbin City, Heilongjiang Province imposed an administrative penalty of 200,600 yuan on the party concerned in accordance with the Advertising Law of the People's Republic of China and other relevant regulations.
7. The Market Supervision Bureau of Sihui City, Guangdong Province investigated and dealt with the illegal advertising case of Sihuiju Fubao Overseas Chinese Cemetery Co., Ltd.
After investigation, Sihuiju Fubao Overseas Chinese Cemetery Co., Ltd. used advertising brochures and WeChat public accounts to publish superstitious content such as "Eastern District of Fushouyuan... If it matches the fate of the ancestors, it will help future generations prosper, have broad career prospects, and prosperous business" and advertisements containing the names of heroes and martyrs, which violated relevant regulations such as "advertisements must not contain superstitious content" and "advertisements must not hinder social public order or violate good social customs."
In February 2026, the Market Supervision Bureau of Sihui City, Guangdong Province imposed an administrative penalty of 200,000 yuan on the party concerned in accordance with the relevant provisions of the Advertising Law of the People's Republic of China.
