According to sources from the State Administration for Industry and Commerce (SAIC), after SAIC holds the working conference of advertisement supervision of Olympic event host cities in Beijing on July 7, administrations for industry and commerce in Beijing, Shanghai, Tianjin, Qingdao, Shenyang and Qinhuangdao immediately formulate and adopt various measures to strengthen their efforts in fully rectifying the advertisement contents on outdoor advertisement boards, major media and the internet, effectively protecting Olympic IPRs and further standardizing advertisement contents such as medicine, medical treatment, health food, matrimonial agency, loan and TV shopping.

At the working conference of advertisement supervision of Olympic event host cities from July 7 to July 11, SAIC clearly requires administrations for industry and commerce of these cities to further improve their levels of ideological understanding so as to pragmatically enhance their senses of responsibility and urgency in the work of advertisement supervision; measure should be taken to further clarify their goals, and highlight supervision in key areas so as to maintain an orderly advertisement market during Olympic Games; law-enforcement efforts should be strengthened. Meanwhile, SAIC also puts forward concrete requirements to the content of advertisement supervision in Olympic event host cities. After the conference, SAIC specially organizes people to examine the advertisement markets in these cities.

In order to implement the requirements of SAIC, administrations for industry and commerce in Olympic event host cities promptly establish special leadership groups, headed by major leaders, to strengthen direction, coordination, organization, supervision and examination so as to provide effective organizational guarantee for advertisement market rectification during Olympic Games. At the same time, administrations for industry and commerce in Olympic event host cities formulate and publicize specific working plans according to their regional realities, deploying the works of Olympic IPR protection and advertisement supervision in an all-round way. Administrations for industry and commerce of municipal level sign the certificates of responsibilities with their branches and offices to fulfill the responsibility down to specific people and clarify the goals and tasks of advertisement supervision during Olympic Games for administrations of various levels, forming the interactive network of Olympic advertisement supervision between administrations of municipal level, their branches and offices (law-enforcement teams).

Administrations for industry and commerce in Olympic event hosting cities adopt various measures to timely organize advertisement operation units to study information related to Olympic IPR protection, launch welfare advertisements, standardize advertisement publication and guide Olympic sponsorship enterprises to promote themselves legally. Meanwhile, they also cooperate with information departments, administrations of radio, film and television and other related departments to strengthen advertisement examination and guidance through holding information conferences and releasing information of advertisement supervision and punishment of typical illegal advertisements, requiring news media not to make mistakes in their advertisement business during the Olympic Games.

In order to standardize Olympic advertisement market, administrations for industry and commerce in Olympic event host cities specially strenghten the punishment to those activities that infringe Olympic IPRs or publicize fake, illegal and harmful advertisements. Beijing Administration for Industry and Commerce specially formulates the Norms for Olympic Advertisement Supervision to strengthen supervision on Olympic IPR-related advertisements on media and timely discover and deter the practices of illegally using Olympic logos in advertisements. For the practices of using the title of Olympic Organizing Committee without approval, exaggerating Olympic licensed products and souvenirs and promoting business under the name of Olympic Games, Shanghai Administration for Industry and Commerce takes various countermeasures such as ordering related enterprises to correct and stop such practices and putting the practices on records for investigation to effectively standardize advertisement publication. Administrations for industry and commerce in Tianjin, Qingdao, Shenyang and Qinhuangdao also launch special actions to rectify outdoor advertisements, especially in areas of tobacco, medicine, real estate and other key areas of Olympic IPR infringement, standardizing local advertisement markets and creating sound atmospheres for the success of the Olympic Games.

SAIC requires administrations for industry and commerce in Olympic event host cities to further strengthen connections with Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG) and local governments according to the examinations of advertisement market in Olympic event host cities, properly master the border between Olympics-themed business advertisement and welfare advertisement and timely discover and deter various practices related to the exclusive rights of Olympic logos. (SAIC website)