The China Advertising Association issued the Convention on the Convention on Respect for the Protection of Intellectual Property Self -discipline "

On August 3, 2022, the 18th China Advertising Forum was grandly held in Harbin, Bingcheng. The scene was full and the atmosphere was warm. This forum conducted in -depth discussions on related issues such as the evolution of the new era, the development and transformation of the enterprise, the future pattern of the industry, the changes brought about by the Yuan universe, and the integration of production and education in the educational education.

At the forum, the China Advertising Association took the lead in launching the Convention on the Convention on Protection of Intellectual Property (hereinafter referred to as the "Convention"), and at the same time established a "Protection Intellectual Property Platform", which aims to guide the advertising industry to adhere to independent innovation, respect originals, enhance knowledge Awareness of property protection. In addition, the China -Guangzhou Association will also set up the "Excellent Creator/Creative Team" award in the China Advertising Industry Award Works Contest. It is affirmed that the creative work results have stimulated everyone's creative enthusiasm. This series of measures is of great significance in promoting the healthy development of the ecology of the advertising industry, and has obtained industry identity and multi -party support.

It is reported that the Convention has received rapid and active response from multiple units. The first list covers the Internet, advertising agents, cars, dairy products, alcohol, fast -moving consumer and other industries and fields, such as Ali, Baidu, Tencent, Blue, Blue The top companies in the industry in the cursor, Audi, Yili, Mengniu, L'Oreal, Procter & Gamble and other industries are listed.

In recent years, the state has paid more attention to the protection of intellectual property rights, and has introduced a series of important policies, plans and measures to print the development strategy of the "Outline of the Construction of Intellectual Property (2021-2035)" and implement a strict intellectual property protection system. my country's intellectual property industry has continued to develop, and its achievements have been expanded significantly. It has been widely recognized by the international community and countries of innovation, which has laid a solid foundation for the progress of intellectual property power.

Self -discipline conventions help maintain a good ecological order in the advertising industry

In recent years, brand development has put forward more innovative requirements for advertising. Limited materials have brought many challenges to advertisers. They have occurred from time to time to infringe intellectual property rights. Essence

As a nationwide industry organization, the China Advertising Association has released the "Convention on Protection of Intellectual Property Self -discipline" in accordance with the purpose of serving the self -discipline of the service industry, the development of the service industry, and the protection of rights in the service industry. Ecological order promotes the healthy development of the advertising industry.

The treaty starts from the four subjects of advertisers, advertising operators, advertising publishers, and advertising spokespersons to issue self -discipline initiatives to advocate advertising practitioners to consciously abide by the relevant laws and regulations such as the Intellectual Property Law to strengthen industry self -discipline; respect the original results of the original results; respect the original results of the original results; , Protect intellectual property; jointly bear social responsibility and maintain a good and orderly development environment for the advertising industry.

Annual Outstanding Creator Award encourages industry talents creative innovation

The famous advertising master William Bernebak said: "Creativity is the soul of advertising, a activity that gives advertisements to spirit and life." Among many advertisements, only a small part can really attract consumers' attention and resonate with emotion. In the end, the brand's marketing purpose is achieved. And these impressive advertisements have unique creativity, the originality of the expression, or the originality of the communication method, or the originality of strategic ideas. But the birth of good creativity is a difficult process, which stems from the insight, perception, planning, and expressiveness of the advertisers.

Synchronization with the Convention, the China Advertising Association has set up the "Excellent Creator/Creative Team of the Year/Creation Team" award in the Chinese Advertising Industry Awards Working Contest this year to collect all gold awards for the "Great Wall Award" and "Yellow River Award". , Encourage the excellent creative people of the advertising industry to create more innovative works to promote the continuous development of the industry's intellectual property industry.

The "Great Wall Award" and "Yellow River Award" work collection competition, approved by the national evaluation of the standard group approved, and after many years of development and accumulation, after the joint efforts of the entire industry, it has become the weathervane of China's advertising creativity and the side of the Chinese advertising industry. The mirror not only shows the original intention of a generation of advertisers, but also represents the ideal of China. Establishing an annual outstanding creator category can not only stimulate the original power of the creators, encourage creativity, promote innovation, and promote the healthy development of the advertising industry; it is also the recognition of outstanding advertisers, which will make the light fall to the work, but also shine on the work, but also shine. Go to the individual and team behind the work.

Protect the intellectual property platform to give industry help and guidance

The core of intellectual property rights is the transformation of the original design concept to productivity. It is connected to the spirit of innovation and the economic benefits. At present, the diversified demand of brand development has been increasing, and there is no end to the presentation of creative advertisements. In the current era of everyone, everyone is the reduction of creative thresholds. More difficult.

The China Advertising Association and multiple technical platforms and high -quality enterprises have developed and established a "protection intellectual property platform" for the entire industry. Under the role of the platform organization, the association is along with the industry to provide advertising patent technology exchanges, infringement of intellectual property rights protection, cultivating high -end talents, corporate intellectual property guidance and services, individuals and companies to avoid Intellectual property risks, advertising industry intellectual property training services, etc., such as a series of core issues, etc., through a certain technical blessing, the advertising industry practitioners can help and guide some power.

Cultural diverse collisions, wonderful creativity. Personalized content, personalized performance, personalized communication, and personalized marketing brings personalized advertisements; the change of intelligent technology and intelligent algorithms brings unlimited possibilities to advertising creativity, and promotes creativity from works to service. Extension from content to process. In this context, the China Advertising Association issued the "Convention on Respecting Original Protection Intellectual Property Self -Discipline", and at the same time set up the "Outstanding Creator of the Year" awards and the establishment of a "Protection of Intellectual Property Platform". The huge role allows the advertising industry to bring creativity to the society with full energy, and at the same time contributes to the high -quality innovation and development of my country's economic construction, cultural construction, and integrity construction! Here, we also sincerely invite more enterprises and individuals to respond to the Convention and contribute to my country's intellectual property protection cause! Attach 1:

Convention on the self -discipline of originality and protecting intellectual property rights

The essence of advertising lies in creativity. The quality of advertising communication is largely dependent on creativity, and the elements must be original or authorized. Respecting originality and respect for others is the most basic bottom line and consciousness that advertising practitioners should have. In recent years, brand development has put forward more innovative requirements for advertising. Limited materials have brought many challenges to advertising people, and related issues such as infringing intellectual property rights have occurred. This behavior is not respect for the innocence of advertising, which has damaged knowledge. The legitimate rights and interests of property rights owners have hindered the healthy development of the advertising industry. According to this, the China Advertising Association, as a national industry organization, is based on the purpose of serving the self -discipline of the industry, the development of the service industry, and the protection of rights in the service industry. Essence

1. Proposal advertisers

(1) Consciously abide by the "Intellectual Property Law" ("Copyright Law", "Trademark Law", "Patent Law") and the "Advertising Law" and other relevant laws and regulations to strengthen industry self -discipline.

(2) In advertising activities, respect the original, respect the intellectual property rights of others, and maintain a good industry order.

(3) Advertising owners use original or authorized works to play a positive role in advertising compliantly.

(4) To increase the understanding of the value of advertising, so that good creative values ​​are good, and at the same time, the creatives adopted in the draft are respected and feeded, and the healthy development of the advertising market is promoted.

2. Proposal advertising operators:

(1) According to the "Intellectual Property Law" and other relevant laws and regulations, advertising activities are carried out in accordance with the law, and advertisements that violate intellectual property rights are refused.

(2) Independent creativity or obtaining creativity in accordance with the law, not plagiarizing the advertising creativity and results of others, and using other people's works should establish contracts with copyright owners or obtained permission.

(3) Maintain the original intention of advertising creation, adhere to the original while ensuring the quality of advertising production.

3. Proposal advertising publisher:

(1) Carefully abide by the relevant laws and regulations such as the Intellectual Property Law, strictly implement the advertising review system, and conduct strict review of the advertising content as the publicity of the advertisement.

(2) Adhere to the release of the bottom line and refuse to publish an advertising work that violates the intellectual property rights of others.

(3) Timely stop the act of infringing intellectual property, advocate respect for original self -discipline, and encourage and publicize excellent advertising works.

Fourth, the spokesperson for advertising:

(1) Consciously study relevant laws and regulations such as the Intellectual Property Law, "Advertising Law", and engage in endorsement activities in accordance with the law.

(2) Check the content of the endorsement advertising in advance, do not do false endorsements, and not endorse for infringement advertisements.

The China Advertising Association will give full play to its own functions, advocate the advertising industry to respect the results of others, protect intellectual property rights, and maintain the original intention of advertising creativity. Develop healthily. At the same time, advertising practitioners must clearly stipulate the protection of original works in the cooperation terms, timely discover and timely correction and accountability of infringement of intellectual property rights, maintain a good and orderly development environment for the advertising industry, and jointly promote the respect and respect of intellectual property rights and the respect and respect for intellectual property rights. Protect!

Attachment 2: The first batch of initiated units of the Convention on the Convention on Protection of Intellectual Property Rights

(Sort by the first letter of Pinyin)

阿里妈妈、奥迪、百度、宝洁、分众传媒、凤凰网、广东省广、国双科技、湖南广电、巨量引擎、快手磁力引擎、蓝色光标、郎酒、乐华娱乐、立白、蒙牛、 Second needle, L'Oreal, Teng Hui, Tencent, Netease Media, Yili, CCTV Golden Bridge

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