Recently, Gansu Province issued the Certification and Management Measures for Advertising (Digital Advertising) Industrial Parks in Gansu Province (hereinafter referred to as the Measures), a comprehensive revision of the Interim Measures for the Management of Advertising Industrial Parks in Gansu Province implemented in 2019, according to a report. The revision proactively responds to the new trends in the digital transformation of the advertising industry, improves the management systems for the certification, construction, and operation of provincial-level advertising (digital advertising) industrial parks, and promotes the digital and clustered development of the advertising industry across the province.
To meet the development needs of new digital advertising business models, the Gansu Provincial Market Supervision Bureau conducted on-site investigations, solicited opinions from industry players and municipal and prefecture-level regulatory authorities through multiple rounds, identified institutional shortcomings in the implementation of the original interim measures, and completed the revision. The Measures add a certification category for digital advertising industrial parks, specify quantitative indicators such as the proportion of digital advertising enterprises and revenue scale, and fill the institutional gap for digital advertising business models.
The Measures optimize the application and certification conditions by relaxing the approval authority for park establishment to relevant departments at the county level and above, broadening the application channel for county-level parks with an industrial foundation. They also innovate the park development model by supporting the grafting of advertising industrial parks onto cultural and technological industrial parks, encouraging the exploration of new carriers such as virtual advertising industrial parks and advertising computing power data processing centers, and enriching the forms of industrial clustering. The Measures further refine the processing time limits for application supplementation, on-site assessment, and public announcement and approval, enhancing the operational feasibility of the policies.
The Measures establish a dynamic evaluation and management system with a re-evaluation every two years, detail the reporting systems for major matters and annual operations, and clarify situations for regulatory talks, rectification, and qualification revocation. Parks rated as provincial-level can enjoy support policies at all levels in accordance with regulations, and high-quality parks will be recommended preferentially for application as national advertising industrial parks.
Once implemented, the Measures will effectively cluster advertising industry elements, leverage the role of the advertising industry as a producer service, and empower the high-quality economic and social development of Gansu Province.
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