今年年初,为了扼制不正当的市场竞争,保护消费者的利益,中国开始实施新的广告法。广告法中规定:在广告中不得使用虚浮夸大之词,并禁止在广告中进行有可能会损害其它产品形象的比较。这一法规的颁布,对规范中国的广告行业,使广告市场走上法制化的轨道,无疑起到了一定的促进作用。广告界对此的反应如何呢?德克斯特·罗伯茨在《商业周刊》上撰文指出,这些新的规定对于那些国外的广告代理商及其客户,将是一种挑战。对于这些人来说,他们面对的是一个易变的、受规章制度限制的 Earlier this year, in order to curb unfair market competition and protect the interests of consumers, China began to implement a new advertising law. The Advertising Law stipulates that advertisements must not use words that are exaggerated and that advertisements are prohibited from performing comparisons that may harm the image of other products. The promulgation of this regulation will undoubtedly play a certain role in promoting China’s advertising industry and making the advertising market on the legal track. How does the advertising industry react? Dexter Roberts wrote in BusinessWeek that these new regulations will be a challenge for foreign advertising agencies and their customers. For these people, they are faced with a volatile and subject to regulatory restrictions.