China’s market regulator and six other government bodies have issued a plan for the advertising industry over the 15th Five-Year Plan period, targeting average annual growth of about 10 percent to 2030. The State Administration for Market Regulation (市场监管总局, SAMR) published the plan on 20 October. It sets six goals and five main tasks, including rules for AI-generated advertising.
Seven bodies target about 10 percent annual growth to 2030
The Advertising Industry Development Plan for the 15th Five-Year Plan Period (广告产业发展“十五五”规划) was issued jointly by SAMR, the Cyberspace Administration of China (中央网信办), the Ministry of Culture and Tourism, the Ministry of Education, the Ministry of Public Security, the Ministry of Commerce and the National Radio and Television Administration.
Its first goal is average annual growth of about 10 percent in the size of the advertising industry by 2030. Other goals cover more research and creative investment, a much higher level of digital and intelligent technology, and advertising’s role in industrial upgrading, consumption and “brand globalisation”.
| Issuing bodies | SAMR, Cyberspace Administration of China, Ministry of Culture and Tourism, Ministry of Education, Ministry of Public Security, Ministry of Commerce, National Radio and Television Administration |
| Document number | 国市监广发〔2026〕120号 |
| Dated | 30 September 2026 |
| Published | 20 October 2026 |
| Target year | 2030 |
| Scope | Provincial market regulation, cyberspace, culture and tourism, education, public security, commerce and broadcasting authorities |
Advertising revenue has passed RMB 2 trillion, with internet ads at 89.1 percent
In an explanatory note on the plan, SAMR said advertising revenue of public institutions and enterprises above a designated size had exceeded RMB 2 trillion, doubling during the 14th Five-Year Plan period. China has built 30 national advertising industrial parks.
Internet advertising accounted for 89.1 percent of advertising revenue across all media. On a simple calculation, all other media together accounted for 10.9 percent.
Unit: %
Share of advertising revenue by media; other media is a CMB calculation · Source: SAMR, 20 October 2026
View as table
| Item | Value |
|---|---|
| Internet advertising | 89.1% |
| All other media | 10.9% |
The plan backs AI agents for advertising and rules for AI-generated ads
Innovation is the first of the five tasks. The plan encourages the development of AI agents (智能体) and lightweight large-model tools for the advertising industry, and a wider supply of digital and intelligent advertising products.
It also calls for stronger “smart supervision” and for regulating the development of AI-generated advertising. Eligible advertising firms will be supported in applying for “specialised and sophisticated” (专精特新) SME status, and universities in adding courses that combine advertising with digital technology.
‘Advertising+’ measures target guochao brands and first launches
An “Advertising+” action applies sector-specific measures to manufacturing, rural revitalisation, services and consumption. For consumption, the plan stresses advertising’s role in brand design, reputation building and image management.
It aims to lift demand for “guochao” domestic trend brands (国货潮牌) and for first launches, first stores, first shows and first exhibitions (首发、首店、首秀、首展). It also supports moving quality advertising resources into county and rural markets.
Regulators will tighten oversight and build advertising standards
Under the governance task, the plan calls for a fuller advertising supervision system, closer links between administrative enforcement and criminal cases (行刑衔接), joint punishment and an advertising standards system. A separate task supports advertising firms and brands going overseas together.
SAMR’s note said reviews of advertisements for drugs, medical devices, health foods and foods for special medical purposes (三品一械) can now be completed entirely online and handled across provinces.
SAMR cites data security, AI content and weak demand as challenges
The note said fast-changing technology has created new governance problems in data security, content generation and algorithm ethics. It added that insufficient effective domestic demand is putting heavy pressure on small and medium-sized advertising firms.
SAMR and the other departments will monitor implementation and carry out mid-term and final evaluations of the plan. Qualified regions will be supported in running pilots of its main measures.
Coming up · We may follow up when regulators issue detailed rules on AI-generated advertising under the plan.
