China steps up pressure on tech with draft online advertising rules

China's market regulator proposed new rules that would increase online advertising oversight, including stipulating that adverts should not affect normal internet use or mislead users. 

Search giant Baidu and game publisher Tencent Holdings warned during recent quarterly results that the short-term outlook for advertising sales looked weak, impacted by Covid and China's regulatory crackdown.

The proposed rules call on platform operators to establish a system for registering and reviewing advertisers and adverts, and "monitor and inspect the content of advertisements displayed and published by using its information services."