2015年9月开始施行的新《广告法》,修改幅度大,涉及面广,对原来的很多内容和规定进行了较大扩充和细化,体现了全面深化改革、切实调整政府职能、加强市场监管的要求。这次修改对我国的出版业的广告刊载产生了一定的影响,但并不是要限制营销,而是要规范营销,保证广告向用户传递尽量准确的产品信息。为使我国的出版业广告持续健康有序的发展,必须给图书营销立下“规矩”。 The new Advertising Law, which came into force in September 2015, has been revised with a large scope and extensive coverage. It has greatly expanded and refined many of the original contents and provisions, reflecting the overall deepening of the reform, realistically adjusting the functions of the government and strengthening the market Regulatory requirements. The revision of our publishing industry had some impact on the advertising, but not to limit marketing, but to standardize marketing, advertising to ensure that users deliver as accurate as possible product information. In order to make our advertising in the publishing industry maintain a healthy and orderly development, we must set the “rules” for the marketing of books.