ad-compliance-review

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Chinese

广告合规审核

Advertising Compliance Review

对广告素材进行四阶段流水线审核:定性分类 → 通用红线 → 行业专项 → 生成报告。
A four-stage pipeline review is implemented for advertising materials: Qualitative Classification → General Red Line Check → Industry-Specific Review → Report Generation.

审核流程

Review Process

输入广告素材
[阶段一] 广告定性与分类
    │  判断是否构成广告 → 识别行业 → 识别形式
[阶段二] 通用红线审核
    │  政治红线(一票否决) → 虚假误导 → 绝对化用语
    │  → 形式合规 → 格式条款 → 不正当竞争
[阶段三] 行业专项审核(按分类加载)
    │  仅加载与该广告相关的行业规则
[阶段四] 生成审核报告
输入广告素材
[阶段一] 广告定性与分类
    │  判断是否构成广告 → 识别行业 → 识别形式
[阶段二] 通用红线审核
    │  政治红线(一票否决) → 虚假误导 → 绝对化用语
    │  → 形式合规 → 格式条款 → 不正当竞争
[阶段三] 行业专项审核(按分类加载)
    │  仅加载与该广告相关的行业规则
[阶段四] 生成审核报告

阶段一:广告定性与分类

Stage 1: Advertising Qualitative Judgment and Classification

读取 references/00-广告定性.md 中的判定规则。
执行步骤:
  1. 判断是否构成广告:
    • 存在直接或间接推销目的 → 构成广告
    • 主张"非广告"的,检验三项豁免条件(自有媒介 + 客观介绍 + 无推销),任一不满足即按广告处理
    • 如判定为非广告,直接输出结论并终止审核
  2. 识别行业类别(可多选):
    • 房地产
      食品
      酒类
      保健食品
      特殊医学用途配方食品
      婴幼儿配方食品
    • 医疗
      药品
      医疗器械
      农药
      兽药
    • 教育培训
      投资招商
    • 互联网广告
      网络直播
    • 公益广告
    • 一般商品/服务
      (不属于以上任何特殊类别)
  3. 识别广告形式(可多选):
    • 信息流
      软文/测评/体验
      弹窗/开屏
      竞价排名
      直播带货
    • 户外广告
      传统媒体
      自媒体/公众号
  4. 识别是否涉及:
    • 代言/推荐
      促销/有奖销售
      商标/专利宣传
输出: 定性结论 + 行业标签列表 + 形式标签列表 + 附加标签列表
Refer to the judgment rules in references/00-广告定性.md.
Implementation Steps:
  1. Determine whether it constitutes an advertisement:
    • With direct or indirect promotion purpose → constitutes an advertisement
    • For claims of "non-advertisement", verify three exemption conditions (own media + objective introduction + no promotion). If any condition is not met, it will be treated as an advertisement
    • If it is judged as non-advertisement, output the conclusion directly and terminate the review
  2. Identify industry categories (multiple selections allowed):
    • real estate
      food
      alcohol
      health food
      food for special medical purposes
      infant formula food
    • medical care
      pharmaceuticals
      medical devices
      pesticides
      veterinary drugs
    • education and training
      investment and investment attraction
    • internet advertising
      live streaming
    • public service advertisement
    • general goods/services
      (not belonging to any of the above special categories)
  3. Identify advertising forms (multiple selections allowed):
    • information flow
      soft article/review/experience
      pop-up/splash screen
      bidding ranking
      live stream e-commerce
    • outdoor advertising
      traditional media
      self-media/official account
  4. Identify whether it involves:
    • endorsement/recommendation
      promotion/prize-attached sales
      trademark/patent publicity
Output: Qualitative conclusion + industry tag list + form tag list + additional tag list

阶段二:通用红线审核

Stage 2: General Red Line Check

按以下顺序依次审核,读取对应 references 文件:
Review in the following order, refer to the corresponding references files:

2.1 政治与公共价值(一票否决)

2.1 Political and Public Value (one-vote veto)

读取 references/02-政治与公共价值.md
任一项命中即判定 不予通过,标记为"高风险-一票否决",无需继续后续审核。
Refer to references/02-政治与公共价值.md.
If any item is hit, it will be judged as Not Passed, marked as "High Risk - One-vote Veto", and no subsequent review is required.

2.2 虚假与误导

2.2 False and Misleading Content

读取 references/03-虚假与误导.md
重点关注:虚构数据/销量/评价、引证无出处、承诺无法兑现。
Refer to references/03-虚假与误导.md.
Focus on: fictitious data/sales volume/reviews, citations without sources, unfulfillable promises.

2.3 绝对化用语

2.3 Absolute Terms

读取 references/04-绝对化用语.md
发现疑似绝对化用语时,先检查是否满足例外条件再判定。医疗/投资/教育领域从严。
Refer to references/04-绝对化用语.md.
When suspected absolute terms are found, check whether the exception conditions are met before making a judgment. Strict standards apply to medical, investment and education fields.

2.4 广告形式合规

2.4 Advertising Form Compliance

读取 references/01-广告形式合规.md
重点关注:是否标注"广告"、是否以新闻/科普形式变相发布。
Refer to references/01-广告形式合规.md.
Focus on: Whether "advertisement" is marked, whether it is released in disguised form as news/science popularization content.

2.5 格式条款与消费者权益

2.5 Standard Clauses and Consumer Rights

读取 references/05-格式条款与消费者权益.md
重点关注:"最终解释权"、免除经营者责任、限制消费者权利。
Refer to references/05-格式条款与消费者权益.md.
Focus on: "final interpretation right", exemption of operator's responsibility, restriction of consumer rights.

2.6 不正当竞争

2.6 Unfair Competition

读取 references/06-不正当竞争.md
重点关注:混淆行为、虚假宣传、贬低竞品、损害商誉。
Refer to references/06-不正当竞争.md.
Focus on: confusion behavior, false publicity, disparagement of competing products, damage to business reputation.

阶段三:行业专项审核

Stage 3: Industry-Specific Review

根据阶段一识别的行业标签,仅加载对应的 references 文件进行专项审核。不属于特殊行业的广告跳过此阶段。
行业标签加载文件
房地产references/07-房地产广告.md
食品/酒类/保健食品/特医食品/婴配食品references/08-食品广告.md
医疗references/09-医疗广告.md
药品references/10-药品广告.md
医疗器械references/11-医疗器械广告.md
农药references/12-农药广告.md
兽药references/13-兽药广告.md
促销/有奖销售references/14-促销有奖销售.md
互联网广告/网络直播references/15-互联网广告.md
代言/推荐references/16-代言与推荐.md
商标/专利references/17-商标与专利.md
教育培训/投资招商references/18-教育培训与投资招商.md
公益广告references/19-公益广告与特殊规定.md
如涉及行政许可类广告(医疗、药品、医疗器械、保健食品等),额外读取 references/20-广告行为与管理责任.md 核查资质要求。
According to the industry tags identified in Stage 1, only load the corresponding references files for special review. Advertisements not belonging to special industries skip this stage.
Industry TagReference File
Real Estatereferences/07-房地产广告.md
Food/Alcohol/Health Food/Food for Special Medical Purposes/Infant Formula Foodreferences/08-食品广告.md
Medical Carereferences/09-医疗广告.md
Pharmaceuticalsreferences/10-药品广告.md
Medical Devicesreferences/11-医疗器械广告.md
Pesticidesreferences/12-农药广告.md
Veterinary Drugsreferences/13-兽药广告.md
Promotion/Prize-attached Salesreferences/14-促销有奖销售.md
Internet Advertising/Live Streamingreferences/15-互联网广告.md
Endorsement/Recommendationreferences/16-代言与推荐.md
Trademark/Patentreferences/17-商标与专利.md
Education and Training/Investment and Investment Attractionreferences/18-教育培训与投资招商.md
Public Service Advertisementreferences/19-公益广告与特殊规定.md
If it involves administrative license-related advertisements (medical care, pharmaceuticals, medical devices, health food, etc.), additionally refer to references/20-广告行为与管理责任.md to verify qualification requirements.

阶段四:生成审核报告

Stage 4: Generate Review Report

汇总阶段一至三的审核结果,使用以下模板输出报告:
markdown
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Summarize the review results from Stage 1 to 3, and output the report using the following template:
markdown
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广告合规审核报告

广告合规审核报告

一、基本信息

一、基本信息

项目内容
广告素材[素材名称/描述]
审核日期[日期]
广告定性构成广告 / 非广告
行业分类[行业标签]
广告形式[形式标签]
项目内容
广告素材[素材名称/描述]
审核日期[日期]
广告定性构成广告 / 非广告
行业分类[行业标签]
广告形式[形式标签]

二、审核结论

二、审核结论

总体结论: [通过] / [需修改后通过] / [不予通过]
风险等级: [高/中/低]
总体结论: [通过] / [需修改后通过] / [不予通过]
风险等级: [高/中/低]

三、问题清单

三、问题清单

按风险等级从高到低排列
按风险等级从高到低排列

[问题编号]. [问题简述]

[问题编号]. [问题简述]

  • 违规类型: [政治红线/虚假误导/绝对化用语/形式违规/行业专项违规/...]
  • 风险等级: [高/中/低]
  • 问题描述: [具体描述广告中的违规内容]
  • 原文摘录: "[摘录广告原文中的违规表述]"
  • 违反条款: [对应的法规条款或审核规则]
  • 修改建议: [具体的修改方向或替代表述]
(重复以上结构,列出所有问题)
  • 违规类型: [政治红线/虚假误导/绝对化用语/形式违规/行业专项违规/...]
  • 风险等级: [高/中/低]
  • 问题描述: [具体描述广告中的违规内容]
  • 原文摘录: "[摘录广告原文中的违规表述]"
  • 违反条款: [对应的法规条款或审核规则]
  • 修改建议: [具体的修改方向或替代表述]
(重复以上结构,列出所有问题)

四、合规建议

四、合规建议

[针对整体广告的改进方向,如有必要]
[针对整体广告的改进方向,如有必要]

五、免责声明

五、免责声明

本审核报告基于所提供的广告素材文本内容进行合规分析,不构成正式法律意见。 如涉及行政审批类广告(医疗、药品、保健食品等),建议另行核查相关行政许可文件。
undefined
本审核报告基于所提供的广告素材文本内容进行合规分析,不构成正式法律意见。 如涉及行政审批类广告(医疗、药品、保健食品等),建议另行核查相关行政许可文件。
undefined

DOCX 报告生成(可选)

DOCX Report Generation (Optional)

如用户要求生成 Word 文档格式的审核报告,在阶段四完成 Markdown 报告输出后,额外执行以下步骤:
  1. 将审核结果写入 JSON 文件,结构如下:
json
{
  "basicInfo": {
    "广告素材": "素材描述",
    "审核日期": "2026-02-11",
    "广告定性": "构成广告",
    "行业分类": "一般商品/服务",
    "广告形式": "店铺促销告示"
  },
  "conclusion": "通过 | 需修改后通过 | 不予通过",
  "riskLevel": "高 | 中 | 低",
  "issues": [
    {
      "title": "问题简述",
      "type": "违规类型",
      "risk": "高 | 中 | 低",
      "description": "问题描述",
      "quote": "原文摘录",
      "violation": "违反条款",
      "suggestion": "修改建议"
    }
  ],
  "suggestions": "合规建议(多段落用 \\n 分隔)",
  "disclaimer": "免责声明(可选,有默认值)"
}
  1. 运行生成脚本:
bash
node scripts/generate_report.js <input.json> [output.docx]
生成的 DOCX 格式:仿宋字体、小四正文、1.5 倍行距、页眉页脚、风险等级彩色标注。
If the user requests to generate a review report in Word document format, after completing the Markdown report output in Stage 4, perform the following additional steps:
  1. Write the review results into a JSON file with the following structure:
json
{
  "basicInfo": {
    "广告素材": "素材描述",
    "审核日期": "2026-02-11",
    "广告定性": "构成广告",
    "行业分类": "一般商品/服务",
    "广告形式": "店铺促销告示"
  },
  "conclusion": "通过 | 需修改后通过 | 不予通过",
  "riskLevel": "高 | 中 | 低",
  "issues": [
    {
      "title": "问题简述",
      "type": "违规类型",
      "risk": "高 | 中 | 低",
      "description": "问题描述",
      "quote": "原文摘录",
      "violation": "违反条款",
      "suggestion": "修改建议"
    }
  ],
  "suggestions": "合规建议(多段落用 \\n 分隔)",
  "disclaimer": "免责声明(可选,有默认值)"
}
  1. Run the generation script:
bash
node scripts/generate_report.js <input.json> [output.docx]
Generated DOCX format: FangSong font, small four size body text, 1.5 line spacing, header and footer, color marking for risk levels.

风险等级判定标准

Risk Level Judgment Criteria

  • 高风险: 政治红线(一票否决)、虚假广告、缺失法定行政许可、禁止发布类广告
  • 中风险: 绝对化用语、形式不合规(未标注"广告")、缺失法定必载事项、格式条款侵害消费者权益
  • 低风险: 表述模糊但未构成虚假、引证出处不明确、细节标注不完整
  • High Risk: Political red line (one-vote veto), false advertising, missing statutory administrative license, prohibited advertising
  • Medium Risk: Absolute terms, non-compliant form (no "advertisement" mark), missing statutory mandatory items, standard clauses infringing consumer rights
  • Low Risk: Vague expression but not constituting false content, unclear citation source, incomplete detail marking

审核原则

Review Principles

  1. 有疑从严: 对模糊表述倾向于标记风险,而非放行
  2. 分层输出: 高风险问题必须突出标注,低风险问题可合并说明
  3. 给出替代方案: 每个问题尽量提供可操作的修改建议
  4. 区分事实判断与法律判断: 无法仅凭广告文本判断的事项(如资质文件是否齐全),标注为"建议核实"而非直接判定违规
  1. Strict handling for doubtful cases: Tend to mark risks for vague expressions rather than release them
  2. Layered output: High-risk issues must be prominently marked, low-risk issues can be explained in combination
  3. Provide alternative solutions: Try to provide operable modification suggestions for each problem
  4. Distinguish factual judgment from legal judgment: Matters that cannot be judged only by advertising text (such as whether qualification documents are complete) are marked as "suggested verification" rather than directly judged as illegal

许可证

License

SPDX-License-Identifier: Apache-2.0
Copyright (c) 2026 JiCheng
采用 Apache License 2.0 许可,许可证原文见仓库根目录
LICENSE
SPDX-License-Identifier: Apache-2.0
Copyright (c) 2026 JiCheng
Licensed under Apache License 2.0, the full license text can be found in the
LICENSE
file in the root directory of the repository.