国际广告领域标准化发展动态分析

摘要：

【目的】当前技术变革持续重构全球广告产业格局，我国作为全球第二大广告市场，面临广告新兴业态与技术变革带来的新问题监管需求，和我国广告出海需满足国外法规和标准的被动合规压力，亟须利用标准化手段推动技术正向赋能和广告合规有序发展。【方法】采用文献研究、比较分析、趋势分析等方法，自上而下梳理相关国际组织规则框架，以及部分国家和地区的广告监管体系、法规标准制定主体、核心法规标准内容与重点导向。【结果】研究表明，国际广告标准整体呈现由分散化向体系化、由原则化向具体化演进的趋势。行业自律组织准则成为对基本法规框架的有力补充，形成多层次的广告治理体系。与此同时，规制条款内容上聚焦广告高风险领域与敏感议题持续细化，并在技术驱动下加速向数字化与数据治理转型。【结论】我国当前广告标准化水平相对滞后于产业发展与技术迭代。加快构建与国际规则相协同、适配新技术发展的广告标准体系，有利于推动广告产业高质量发展，提升我国产业整体竞争力与国际影响力。

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.

引用格式：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.

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。

作者简介：陈彦如，硕士，工程师，研究方向为广告标准化。许应成，博士，研究员，研究方向为广告标准化、质量管理。