"Internet Advertising Governance Blue Book in the AIGC Era" Released, Proposing a Full-Chain Governance Framework

Beijing News Shell Finance Report (Reporter Luo Yidan) On October 24, during the 33rd China International Advertising Festival, the "Blue Book on Internet Advertising Governance in the AIGC Era" was released. The blue book was jointly compiled by the China National Institute of Standardization and Ocean Engine's Business Trust and Safety team, providing both a governance framework covering the entire advertising delivery chain and platform practice samples of "using AI to govern AI."

Facing the reality that the production methods of the advertising industry are being rewritten by AI, the blue book offers governance methods spanning the entire advertising delivery process: risks are divided into four categories—content violations, technical confrontation, transaction links, and new scenarios—and recommendations are proposed from eight aspects, such as using AI to identify and handle AI-generated violating content; exercising checks at three stages—subject access, content review, and post-link governance; and further promoting joint participation of platforms, the industry, and society through operational safeguards, collaborative networks, and open governance.

Xiao Tao, head of content safety strategy for business safety at Ocean Engine, introduced at the meeting that content recognition is upgrading from "seeing the literal text" to "understanding the intent": some materials appear "normal" frame by frame in visuals, audio, and subtitles, and only by considering the context can it be determined whether they violate rules, while "what constitutes a violation and how to handle it are ultimately determined by rules and borne by people." Relying on the intelligent review system, 90% of materials are reviewed within as fast as 10 minutes, with efficiency improved by 75%.

Shi Yanyan, operations lead for business safety fulfillment services at Ocean Engine, said at the meeting that "user feedback is the platform's eyes," and the platform's governance responsibility is extending to the fulfillment stage after clicks.

She stated that the Douyin advertising "Platform Official Guarantee" label launched at the end of August 2026 has covered 37 industries, providing three guarantees for off-site and offline transactions: privacy protection, full-process escort, and refund for non-conformity. For the elderly and minors, Ocean Engine has also upgraded special guarantees for "the elderly and the young": the elderly can provide evidence with "zero threshold" and reach human customer service directly, while parents can report issues using standardized templates, with some issues resolved the same day.

AI has lowered the threshold for forgery; violating materials mutate and iterate quickly, and content such as false efficacy demonstrations and fabricated celebrity endorsements is constantly changing appearance and bypassing interception. In response, Ocean Engine insists on proactive and strict governance. At the standards level, AI-generated content is equally subject to the same laws, regulations, and review rules. Once standards are unified, the key lies in front-loading enforcement: the platform maintains regular risk monitoring and inspections, conducting advance analysis of risk trends around high-incidence issues; for new variants that change appearance, it quickly identifies them and promptly updates interception strategies, promoting front-loaded identification and handling; at the same time, it continuously iterates recognition models and review rules, strictly handling entities engaged in malicious forgery and repeated violations until they are banned and removed, and reporting to relevant authorities or cooperating with investigations in accordance with the law where crimes are suspected.

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