LINE

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LINE廣告規範 

LINE ADVERTISEMENT GUIDELINE


 

LINE廣告規範(下稱「本廣告規範」)為使用任何LINE廣告產品(下稱「本廣告」)時所需遵守的基本準則與原則。商業夥伴或代理商(下稱「委刊人」)在購買或開始使用任何LINE廣告服務時,須保證其所提供之廣告內容合於法令規範及本廣告規範,且均屬真實而無任何詐欺、虛偽、誤導、誇大不實、侵害他人權利或利益、惡性競爭影響他人正當營業、違反善良風俗或其他LINE認為不當之情事。委刊人如違反前述約定,LINE得立即停止提供本廣告或刪除委刊人所提供之廣告內容,委刊人不得異議;如因委刊人前述違約情事致使第三人受有損害或損失,應由委刊人自行負擔一切責任,概與LINE無關;LINE若因此受有任何損害或損失(包括但不限於:商譽損失、為解決違約情事所生之相關成本費用、律師費、仲裁、訴訟費用等),委刊人應連帶對LINE負賠償之責。本廣告禁止及限制刊登廣告之商品,以及禁止委刊人使用的宣傳手法,包括但不限於下列: 

This LINE ADVERTISEMENT GUIDELINE (“Advertisement Guideline”) sets forth the basic principle and standard for any use of LINE adverting product (“Advertisement”). Before the Partner or Agency (“Advertiser”) begins to purchase or use the Advertisement, the Advertiser shall guarantee that the advertising contents are in compliance with the relevant laws and regulations and this Advertisement Guideline, and it shall be truthful without any fraud, false, misleading, exaggerating, tortious, vicious competition affecting others fair operation, violation of morals, or other events as deemed inappropriate by LINE. If the Advertiser breaches the aforementioned agreements, LINE may immediately cease to provide the Advertisement or delete the advertising contents as provided by the Advertiser, and to which the Advertiser has no further rights to demur; if the breach of the aforementioned agreements by the Advertiser results in the detriment or damage to a third party, the Advertiser shall be liable for any liabilities incurred thereof without any liabilities attributable to LINE; if LINE has incurred any loss derived from any detriments or damages due to the breach (including but not limited to: damage to business reputation, relevant costs incurred for tackling with the breach, counsel fee, arbitration, litigation costs and so on), the Advertiser shall be accountable and responsible to indemnify LINE. The merchandises that are prohibited and limited for the Advertisement, as well as the prohibited propaganda techniques include but not limited to the following: 

1. 禁止刊登廣告的商品
1. Merchandizes prohibited from advertisement:

 

(1) 菸品:菸害防制法
刊登菸品廣告,處新臺幣(下同)20萬元以上100萬元以下罰鍰,並按次處罰。
(1) Tobacco products: Tobacco Hazards Prevention Act  
Publishing advertisements for tobacco products is punishable by a fine of not less than NTD 200,000 and not more than NTD 1,000,000 for each violation.

 

(2) 成人商品(影音產品、書籍、情趣商品等):刑法
散布色情資訊,二年以下有期徒刑、拘役或科或併科3萬元以下罰金。
(2) Adult products (videos, books, sex products and so on): Criminal Code
Dissemination of obscenity is punishable by imprisonment for not more than two years, detention, in lieu thereof, or in addition thereto, a fine of not more than NTD 30,000.

 

(3) 賭博 /未經核准立案的彩券:刑法
三年/一年以下有期徒刑,得併科3,000元以下罰金。
(3) Gambling/unpermitted lottery tickets: Criminal Code
Punishable by imprisonment for not more than one/three year; in addition thereto, a fine of not more than NTD 3,000.

 

(4) 跨國婚姻媒合:入出國及移民法
任何人不得於廣告物、出版品、廣播、電視、電子訊號、電腦網路或以其他使公眾得知之方法,散布、播送或刊登跨國(境)婚姻媒合廣告。違反者處10萬元以上50萬元以下罰鍰,並得按次連續處罰。
(4) Transnational marriage match: Immigration Act 
Dissemination, broadcast and publication by anyone, through, advertisement, publication, broadcasting, television, electronic signals, internet or any other means of dissemination, on transnational marriage match shall be punishable by a fine of not less than NTD 100,000 and not more than NTD 500,000 for each violation.

 


2. 限制刊登廣告的商品
2. Merchandizes limited from advertisement:

 

(1) 藥物 (含藥品及醫療器材) :藥事法
廣告應經主管機關核准,媒體不得刊播未經核准、與核准事項不符、已廢止或經令立即停止刊播並限期改善而尚未改善之藥物廣告。違反者處20萬元以上500萬元以下罰鍰。
其經衛生主管機關通知限期停止而仍繼續刊播者,處60萬元以上2, 500萬元以下罰鍰,並應按次連續處罰,至其停止刊播為止。
(1) Medicaments (drugs and medical devices inclusive): Pharmaceutical Affairs Act
■ An advertisement shall be permitted by the competent authorities, and media must not publish and broadcast advertisements on medicaments that are either unpermitted, or inconsistent with the permitted item, or abolished or suspended for a period of time to improve and have not yet been improved. Violation of such shall be fined for an amount not less than NTD 200,000 and not more than NTD 5,000,000.
■ One who continues to broadcast despite notification by the competent authorities of hygiene to cease the broadcast before a set date shall be fined for an amount not less than NTD 600,000 and not more than NTD 25,000,000 for each broadcast until the broadcasting stops.

 

(2) 健康食品:健康食品管理法
不得為未取得許可證之食品刊播廣告,違者處12萬元以上60萬元以下罰鍰,並應按次連續處罰。雖標示「健康食品」,但無核准字號,不可刊播。
(2) Health food: Health Food Control Act
The advertisements shall not be published and broadcasted for health food without permit, and violation of such is subject to a fine not less than NTD 120,000 and not more than NTD 600,000 for each violation. Food that is labeled with health food”, but without permit number, shall neither be published nor broadcasted.

 

(3) 食品:食品安全衛生管理法

食品、食品添加物、食品用洗潔劑及經中央主管機關公告之食品器具、食品容器或包裝,其標示、宣傳或廣告,不得有不實、誇張或易生誤解之情形。違反者處4萬元以上400萬元以下罰鍰,並應按次處罰至其停止刊播為止;再次違反者,並得命其歇業、停業一定期間、廢止其公司、商業、工廠之全部或部分登記事項,或食品業者之登錄。違反情節重大者,除依前二項規定處分外,主管機關並應命其不得販賣、供應或陳列;且違反者應自裁處書送達之日起30日內,於原刊播之同一篇幅、時段,刊播一定次數之更正廣告,其內容應載明表達歉意及排除錯誤之訊息。

食品不得為醫療效能之標示、宣傳或廣告。違反者處60萬元以上500萬元以下罰鍰;應按次處罰至其停止刊播為止;再次違反者,並得命其歇業、停業一定期間、廢止其公司、商業、工廠之全部或部分登記事項,或食品業者之登錄。違反情節重大者,除依前二項規定處分外,主管機關並應命其不得販賣、供應或陳列;且違反者應自裁處書送達之日起30日內,於原刊播之同一篇幅、時段,刊播一定次數之更正廣告,其內容應載明表達歉意及排除錯誤之訊息。

(3) Food: Act Governing Food Safety and Sanitation

■ The labeling, promotion or advertisement of foods, food additives, food cleansers and food utensils, food containers or packaging designated by the central competent authority in a public announcement shall not be false, exaggerated or misleading. Violation of such shall be subject to a fine not less than NTD 40,000 and no more than NTD 4,000,000 for each violation until such violation is rectified or the publication or broadcast is suspended. Where the violation is repeated, the enterprise may be ordered to terminate business, suspend business for a certain period of time, revoke all or part of the items listed in the company registration, business registration or factory registration, or registration of the food businesses. In case of severe violation, the enterprise shall be suspended of all sale, supply or display, and shall publish or broadcast a specific number of corrective advertisements in the same size and time period as the original advertisement within thirty (30) days of receiving the sanction order, which shall express regret and convey the message for elimination of error.

■ Foods shall not be so labeled, promoted or advertised as having medical efficacy. Violation of such shall be subject to a fine not less than NTD 600,000 and not more than NTD 5,000,000 for each violation until such violation is rectified or the publication or broadcast is suspended. Where the violation is repeated, the enterprise may be ordered to terminate business, suspend business for a certain period of time, revoke all or part of the items listed in the company registration, business registration or factory registration, or registration of the food businesses. In case of severe violation, the enterprise shall be suspended of all sale, supply or display, and shall publish or broadcast a specific number of corrective advertisements in the same size and time period as the original advertisement within thirty (30) days of receiving the sanction order, which shall express regret and convey the message for elimination of error.

 

(4) 移民業務:入出國及移民法
廣告物、出版品、廣播、電視、電子訊號、電腦網路或其他媒體業者不得散布、播送或刊登未賦予審閱確認字號或核定字號之移民業務廣告。違反者處3萬元以上15萬元以下罰鍰,並令其停止散布、播送或刊登;未停止散布、播送或刊登者,處6萬元以上30萬元以下罰鍰,並得按次連續處罰。
(4) Immigration: Immigration Act
Companies of advertisement, publication, broadcast, television, electronic signal, internet or media shall not disseminate, broadcast, or publish immigration business advertisements that have neither been granted a review confirmation number nor permit number. Violation of such shall be fined for an amount not less than NTD 30,000 and not more than NTD 150,000, and in addition thereto, the offender shall be ordered, in addition, to cease dissemination, broadcast or publication. The offenders that have not ceased to disseminate, broadcast or publish the unpermitted advertisements shall be fined for an amount not less than NTD 60,000 and not more than NTD 300,000 for each violation.

 

(5) 選舉、民調廣告:公職人員選舉罷免法
公職人員競選廣告,應於該廣告中載明刊登者之姓名,其為法人或團體者,並應載明法人或團體之名稱及其代表人姓名。
總統副總統競選廣告,應於廣告中載明政黨名稱或候選人姓名。
不得於選舉日當天刊登廣告。違反者,處50萬元以上500萬元以下罰鍰,並得按次連續處罰。
於投票日前十日起至投票時間截止前,不得以任何方式,報導或刊登民調內容。
(5) Election and Opinion Poll: Civil Servants Election and Recall Act 
■ The campaign advertisement shall specify the name of the publisher thereon; where the publisher is a legal person or a group, its names and the names of their corresponding representatives shall also be specified.
■ President and Vice President Campaign advertisement shall specify the name of the political party or the name of the candidates thereon.
■ The advertisement shall not be published on the election day, and violation of such is publishable by a fine of not less than NTD 500,000 and not more than NTD 5,000,000 for each violation.
■ From 10 days before the election day until the termination of voting, contents of the opinion poll must neither be reported, nor publicized via any means whatsoever. 

 

(6) / 酒精:菸酒管理法
酒之廣告應明顯標示「禁止酒駕」、「飲酒過量,有礙健康」或其他警語。如有違反,處3萬元以上50萬元以下罰鍰,並按次處罰 (請注意每一個呈現的影格,都需加上警語)。
標示健康警語時,應至少以版面百分之十連續獨立之面積刊登,且警語字體的面積不得小於警語背景面積二分之一,標示健康警語所用顏色,應與廣告或促銷版面的底色互為對比。除附圖外,不得標示與該警語無關之文字或圖像。為電視或其他影像廣告或促銷者,並應全程疊印。僅為有聲廣告或促銷者,應以聲音清晰揭示警語。
(6) Liquor/Alcohol: The Tobacco and Alcohol Administration Act  
■ Alcohol advertisements shall be conspicuously labeled with the warnings to read: Drinking and Driving is Prohibited," and "Excessive Drinking Endangers Health," or other warning labels. Violation is punishable by a fine of not less than NTD 30,000 and not more than NTD 500,000 for each violation. (Please be aware that labeling is required for each and every frame presented.)
■ The health warning label on advertising materials of alcohol products shall continuously and independently appear thereon occupying at least 10% of the entire page space, and the space for the warning signs shall not be smaller than 50% of the background space, and the color of the warning signs shall be in contrast with the background color of the advertising or promotional materials. Save from the attached image, the warning label may not display any text or image that is unrelated to the warning signs. In the case of television or other video commercials or promotions, the warning signs shall overlap with the advertisements throughout its entire time of broadcast. In the case of sound advertisements or promotions, the health warning slogans shall be clearly read out thereon.

 

(7) 化粧品:化粧品衛生管理條例
化粧品之標示、宣傳及廣告內容,不得有虛偽或誇大之情事。違反者處4萬元以上20萬元以下罰鍰;並應按次處罰至其改正或停止為止。情節重大者,主管機關得(i)令其歇業及廢止其公司、商業、工廠之全部或部分登記事項,並(ii)應令其不得供應、販賣、贈送、公開陳列或提供消費者試用,違反者應於裁處書送達三十日內,於原刊播之同一篇幅、時段刊播一定次數之更正廣告,其內容應載明表達歉意及排除錯誤訊息。
化粧品不得為醫療效能之標示、宣傳或廣告。違反者,處60萬元以上500萬元以下罰鍰;並應按次處罰至其改正或停止為止。情節重大者,主管機關得(i)令其歇業及廢止其公司、商業、工廠之全部或部分登記事項,並(ii)應令其不得供應、販賣、贈送、公開陳列或提供消費者試用,違反者應於裁處書送達三十日內,於原刊播之同一篇幅、時段刊播一定次數之更正廣告,其內容應載明表達歉意及排除錯誤訊息。

(7) Cosmetics: Statute for Control of Cosmetic Hygiene 
■ The contents of the labeling, promotion, and advertisement of cosmetics shall not be deceptive or exaggerated. Violation of such shall be subject to a fine not less than NTD 40,000 and not more than NTD 200,000 for each violation until such violation is rectified or the publication or broadcast is suspended. In case of severe violation, the enterprise may be ordered to (i) terminate business, suspend business, revoke all or part of the items listed in the company registration, business registration or factory registration, and (ii) suspend all sale, supply, display or provision as tester. In addition, the enterprise shall publish or broadcast a specific number of corrective advertisements in the same size and time period as the original advertisement within thirty (30) days of receiving the sanction order, which shall express regret and convey the message for elimination of error.

■ Cosmetics shall not be so labeled, promoted, or advertised as having medical efficacy. Violation of such shall be subject to a fine not less than NTD 600,000 and not more than NTD 5,000,000 for each violation until such violation is rectified or the publication or broadcast is suspended. In case of severe violation, the enterprise may be ordered to (i) terminate business, suspend business, revoke all or part of the items listed in the company registration, business registration or factory registration, and (ii) suspend all sale, supply, display or provision as tester. In addition, the enterprise shall publish or broadcast a specific number of corrective advertisements in the same size and time period as the original advertisement within thirty (30) days of receiving the sanction order, which shall express regret and convey the message for elimination of error.

 

(8) 遊戲軟體:遊戲軟體分級管理辦法
有分級管理義務之人為遊戲軟體廣告者,該廣告除遵守相關法律及主管機關之規定外,並應於明顯處揭露遊戲軟體之分級級別。
遊戲軟體上市前刊播之廣告,若其分級級別未確定,應以中文明顯標示本遊戲尚未上市,分級級別評定中之警語。

(8) Game software: Game Software Rating Management Regulations

■ If any obligor of rating management engages in any advertisement for any Game software, in addition to compliance with applicable laws and regulations of the competent authority, the rating of the Game software shall also be clearly displayed on such advertisement

■ For any advertisement broadcasted before the launch of the Game software, if the rating is not yet confirmed, a warning shall be clearly indicated in Chinese that the game is not yet launched and that the rating is pending. 

 

(9) 信用卡:信用卡業務機構管理辦法

各發卡機構製作之網路靜態、動態圖像式廣告應分別以十三分之一版面刊登或全程刊登「謹慎理財、信用至上」或「謹慎理財、信用無價」醒語,其字體須顯明且不得小於14 號字。

(9) Credit Card: Regulations Governing Institutions Engaging in Credit Card Business 

Printed and dynamic advertisements produced by credit card issuers shall include warnings of prudent wealth management, as credit is of utmost importance or prudent wealth management, as credit is priceless”, and the fonts thereof shall not be smaller than 14 point size. 

 

(10) 不動產經紀:不動產經紀業管理條例、不動產經紀業從事國外不動產仲介或代銷業務規範
廣告應註明經紀業名稱,違反者處6萬元以上30萬元以下罰鍰。
廣告及銷售內容,應與事實相符,不得有引人錯誤之表示或表徵。廣告內容提及之各項數據(如投資報酬率、回本時間、交通時間或空間距離等),應註明數據來源或計算標準。

海外不動產經紀業廣告內容應於明顯處加註「國外不動產投資,具有風險性,請投資人詳閱行銷文件並審慎考量後再行交易」等警語。

(10) Real Estate Brokerage: Real Estate Broking Management Act and related regulations

■ Advertisements provided by real estate broking agency shall include the name of the agency. Violation of such will be subject to a fine not less than NTD 60,000 and no more than NTD 300,000.

■ The content of advertisement shall be consistent with the facts, and shall not contain any false or misleading representations or symbols. The data source or calculation method of each data mentioned in the advertisement (e.g., ROI, the period over which the investment yields, travel time or distance) shall be specified.

■ Advertisement on oversee real estate brokerage shall include conspicuous warnings such as there is risk in oversee real estate investment, please read the related marketing documents thoroughly and take prudent consideration before entering into a transaction. 

 

(11) 電影廣告片:電影法及電影片與其廣告片審議分級處理及廣告宣傳品使用辦法

電影片之廣告片非經中央主管機關審議分級並核准者,不得映演。違反者處6萬元以上30萬元以下罰鍰,並通知限期改正;屆期不改正者,按次處罰。

(11) Advertisements for motion pictures: The Motion Picture Act and the Regulations on Rating and Usage of Advertisements and Promotions for motion pictures

Advertisements for motion pictures shall not be screened if not granted a rating by the central competent authority. Violation of such shall be subject to a fine not less than NTD 60,000 and no more than NTD 300,000, and the enterprise shall rectify such violation within the designated period. Failure to rectify will be subject to consecutive fines for each violation.

 

(12) 投資型產品(金融產品)與服務

投資型產品之廣告僅限各大銀行、壽險公司及上市上櫃投信公司提供之投資型產品。

廣告主需取得政府核准及任何必要之相關執照且廣告內容需符合所有相關法規規範。

(12) Investment products (financial products) and services

■ Advertisements for investment products are limited to products provided by banks, life insurance companies, and listed securities investment companies.

■ The advertising entity shall obtain any and all governmental approval or license required by the law, and the content of such advertisement shall comply with any and all the related laws and regulations. 

 

3. 禁止使用的宣傳手法
3. Prohibited propaganda techniques

(1) 訊息不明之誘導式廣告
未出現品牌之廣告:經網友點選進入活動網頁之後,活動網頁上必須清楚呈現該廣告主之品牌。
廣告內容必須清楚明確 (不得誇大)。
(1) Inducing advertisement of vague messages
■ The advertisement not displaying the brand: After netizens enter into the event page, they shall be able to see clearly displayed brand of the particular advertiser. 
■ The content of the advertisement shall be clear and definite (no exaggeration).

 

(2) 情色廣告
任何成人商品或非成人商品之廣告素材,若以「清涼」、「煽情」、「裸露」的形式呈現,皆視為情色廣告。
帶有性暗示的內容,含有露出肌膚和裸體的圖片,宣傳煽情露骨的內容
若有遊走情色邊緣以致有冒犯網友之虞,視情形由LINE,依個案判斷是否禁止刊登。
(2) Erotic advertisement
■ If the advertising materials for any adult products or non-adult products are presented in exposing”, seducing or nude manners, it should be deemed as erotic advertisement. 
■ Advertising material contains sexual innuendo, including pictures exposing skins and nudity, promoting the seducing contents. 
■ Other circumstances on the verge of becoming erotic and hence potentially offends the netizens, LINE may exercise its judgment in determining whether to prohibit such or not.  

 

(3) 廣告元素(圖像、影音)來源未經合法或充份授權。
在非合作方式或者未經合法授權的情況之下,不可使用個人(如歌星、政治人物)、團體、公司等圖像做為廣告表現使用,亦不可以文字明喻 / 隱喻的方式做誇大或非事實的陳述。
(3) Illegal or unauthorized advertising elements (images and video/music) resources
■ Images of individuals (such as singers or politicians), groups, or companies and so on, shall neither be utilized for advertisement in the absence of collaboration or authorization, nor literally expressing /implying exaggerated or untruthful statements.  

 

 

最後修訂於2018年8月8日

Last updated on August 8, 2018

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