Original Title: Notice from the Shandong Provincial Market Supervision Administration and the Shandong Provincial Development and Reform Commission on the Issuance of the “14th Five-Year Plan for the Development of the Advertising Industry in Shandong Province”

The 14th Five-Year Plan period marks a historic juncture for China in achieving the “Two Centenary Goals,” a strategic critical period for embarking on a new journey toward comprehensively building a modern socialist country, and a crucial opportunity to thoroughly implement the new development philosophy and strive for high-quality development. As an integral part of the modern service sector and cultural industry, the advertising industry should seize this opportunity to play a vital role in facilitating the transition between old and new growth drivers, guiding the expansion of consumption, promoting brand development, enriching social culture, and driving economic growth.To promote the high-quality development of the advertising industry in our province, this plan is formulated in accordance with the “Outline of the 14th Five-Year Plan for National Economic and Social Development of Shandong Province and Long-Range Objectives Through the Year 2035” and the “14th Five-Year Plan for the Development of the Advertising Industry” issued by the State Administration for Market Regulation, among other relevant requirements.

I. Background of the Plan

(1) Industrial Foundation

During the 13th Five-Year Plan period, the province’s advertising industry, in accordance with the general requirements of the State Administration for Market Regulation’s “13th Five-Year Plan for the Development of the Advertising Industry,” the “Opinions of the People’s Government of Shandong Province on Promoting the Development of the Provincial Advertising Industry,” and the “13th Five-Year Development Plan for the Shandong Advertising Industry,” actively optimized the development environment, adjusted the industrial structure, and promoted the construction of industrial parks. This led to steady and healthy development, with the industry’s positive role in serving economic and social development becoming increasingly prominent.

— The industrial environment has been continuously optimized. Administrative streamlining and decentralization in the advertising sector have been steadily advanced; the “Shandong Province Outdoor Advertising Management Measures” were repealed, and administrative approval requirements for foreign-invested advertising enterprises were abolished. The province took the lead nationwide in piloting outdoor advertising monitoring, actively establishing monitoring platforms for traditional media, the internet, and outdoor advertising, thereby significantly enhancing the level of intelligent monitoring and supervision.The policy of halving or exempting the collection of the Cultural Development Fee for the advertising industry from 2019 to 2020 was implemented to benefit enterprises. During the 13th Five-Year Plan period, 5,831 cases of false and illegal advertisements were investigated and penalized, with fines and confiscations totaling 119 million yuan, and the order of the advertising market continued to improve.

——The scale of the industry has expanded significantly. During the 13th Five-Year Plan period, the province’s advertising industry grew steadily while maintaining standardization, health, and sustainable development. By 2020, the province had 166,000 advertising businesses, 522,000 employees, and an advertising turnover of 57.6 billion yuan—representing increases of 151.5%, 67.8%, and 57.8%, respectively, compared to 2015.The role of the advertising industry in driving economic growth has become increasingly prominent. In 2020, the advertising industry’s revenue accounted for 0.81% of the province’s GDP, an increase of 0.25 percentage points compared to 2015, significantly boosting its contribution to the province’s economic growth.

——The pace of transformation and upgrading has accelerated. The province’s advertising industry is making steady progress in transitioning toward new technologies, business models, and formats. Traditional media advertising—including radio, television, newspapers, periodicals, and outdoor advertising—has deeply integrated with modern communication methods, occupying a significant position in the industry’s structure. Internet companies such as Alibaba, ByteDance, and Tencent have established operations in Shandong, driving the iterative advancement of advertising technology and fostering the rapid development of internet and new media advertising.

——Innovation capabilities have significantly improved. The innovation capacity of the province’s advertising industry continues to rise, giving rise to a group of large-scale advertising enterprises with strong financial strength and competitiveness. In 2020, 590 advertising enterprises above a certain scale achieved a total operating revenue of 14.89 billion yuan, with an average of 25.237 million yuan per enterprise.During the 13th Five-Year Plan period, 167 enterprises in the province obtained the right to use the certification trademark of the China Advertising Association, a 92% increase from 2015. A total of 81 entities have won awards at China’s international advertising competitions, such as the “Great Wall Cup” and “Yellow River Cup.”

— The development of advertising industrial parks leads the nation. As of 2020, the province had four national advertising industrial parks in Qingdao, Yantai, Weifang, and Heze, ranking first in the country in terms of quantity.The province also hosts seven provincial-level advertising industrial parks, including the Jinan Provincial Advertising Industrial Park, the Qingdao New 100 Creative Cultural Industrial Park, the Zibo Provincial Advertising Industrial Park, the Yellow River Delta Advertising Industrial Park, the Jining Advertising Creative Industrial Park, the Shandong Hongru International Advertising Creative Industrial Park, and the Yucheng Provincial Advertising Industrial Park. These industrial parks have played a vital role in restructuring the advertising industry, optimizing resource allocation, and fostering industrial clustering.By the end of 2020, the province’s advertising industrial parks had established 101 public service platforms, hosting 5,044 advertising and related enterprises with 54,000 employees. Their advertising revenue reached 13.756 billion yuan, accounting for 23.9% of the province’s total advertising revenue, making them the main hub for the province’s advertising industry development.Three advertising industrial parks—Qingdao New 100, Weifang, and Heze—were selected as National Demonstration Bases for Innovation and Entrepreneurship in the Advertising Industry.

——The public service advertising system has become more comprehensive.Since the start of the 13th Five-Year Plan, the number of public service advertisements released in our province has increased significantly, the quality of works has improved markedly, dissemination methods have become more diverse, and their social impact has expanded. In collaboration with relevant departments, we organized the Shandong “College Creativity Cup” and “Taishan Cup” advertising competitions, as well as various public service advertising contests, collecting 35,496 entries and awarding 5,340 winning works. These initiatives have played a vital role in promoting core socialist values, advancing Party conduct and integrity, and combating the pandemic.

——The talent pool has steadily expanded. During the 13th Five-Year Plan period, our province adopted a multi-pronged approach to training and recruiting professionals, resulting in the continuous growth of the specialized advertising workforce.In 2020, 41 institutions across the province offered majors in advertising, design, production, and creativity, with 8,234 students enrolled and more than 2,000 advertising graduates produced annually. In 2020, the province had 137,000 advertising creative designers, accounting for 23.5% of the advertising workforce—an increase of 6 percentage points compared to 2015.

(2) Development Opportunities

During the 14th Five-Year Plan period, China has embarked on a new journey toward comprehensively building a modern socialist country. With vast market potential, strong development resilience, and overall social stability, this period presents significant opportunities for the development of the advertising industry.

— High-quality economic development provides opportunities for the transformation of old and new growth drivers in the advertising industry. During the 14th Five-Year Plan period, our province’s economy has entered a stage of high-quality development. The comprehensive implementation of the “Seven Leading Areas,” “Nine Major Provincial Breakthroughs,” and “Fourteen Strategic Tasks” has raised many new challenges and requirements for the advertising industry. It will also foster more new technologies, business formats, and models, thereby creating new strategic opportunities for the transformation of old and new growth drivers in our province’s advertising industry.

— The dual upgrading of industry and consumption provides opportunities for the advertising industry’s leapfrog development.Accelerating the “dual upgrading of industry and consumption” and facilitating the domestic economic cycle will generate numerous new growth points. From the industrial perspective, the high-end development of manufacturing has led enterprises to place greater emphasis on brand promotion, serving as a key driver for the high-end development of the advertising industry. From the consumer perspective, as the income levels of urban and rural residents rise, consumption capacity continues to increase, and market demand continues to expand, laying a solid economic and social foundation for the development of the advertising industry.

——The rapid development of the digital economy offers opportunities for building a modern advertising industry system. Digital technology has brought disruptive changes to advertising creation and product dissemination. New technologies such as 5G, cloud computing, big data, AI, and the Internet of Things have profoundly altered the competitive landscape of the advertising industry. The deep integration of the digital economy with the advertising industry will introduce many new concepts, new ways of thinking, and new images to advertising creation, dissemination, and services. The development of a modern advertising industry system will enter a new phase.

(3) Challenges Faced

——The “siphon effect” of leading enterprises. This effect has compelled some small and medium-sized advertising enterprises in our province to join the service ecosystems of major internet platforms—such as Alibaba, ByteDance, and Tencent—to survive and thrive in market competition. Consequently, their original and pioneering business practices have gradually weakened, which will inevitably impact the competitiveness of our province’s advertising industry.

— Protection of User Data Security. In the digital economy, the high efficiency and profitability of targeted advertising have become the focal point of competition among various businesses. With everything serving as a medium and the existence of massive amounts of data, safeguarding personal identity information and biometric data has become a top priority. Therefore, legally obtaining market data and strengthening cybersecurity protection will become new challenges for the healthy development of the advertising industry.

——Transformation and Upgrading of Traditional Media. With breakthroughs and widespread adoption of technologies such as 5G, artificial intelligence, and blockchain, innovation in advertising services and communication methods is accelerating, giving rise to new business models. “Platform + traffic” marketing approaches—such as short-video marketing and influencer live-streaming sales—will compel traditional advertising media to transform and upgrade.

II. General Approach

(I) Guiding Principles

Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, we will thoroughly implement the spirit of the 19th CPC National Congress and the second, third, fourth, and fifth plenary sessions of the 19th CPC Central Committee. We will fully carry out General Secretary Xi Jinping’s important directive that “advertising and publicity must also adhere to the correct orientation,” scientifically grasp the new stage of development, and resolutely implement the new development philosophy.serve the construction of a new development paradigm, and closely focus on serving the province’s economic and social development—particularly the eight major development strategies including the transformation of old and new growth drivers, rural revitalization, and building a maritime powerhouse. We will promote the advertising industry with high-quality development as the theme and integrated development as the core, innovate advertising regulatory mechanisms, play an active role in achieving the “Seven Leading Areas” and “Nine Breakthroughs for a Strong Province,” and make greater contributions to comprehensively advancing the construction of a modern, strong province.

(2) Basic Principles

— Uphold the Party’s comprehensive leadership. Strengthen the “Four Consciousnesses,” firm up the “Four Confidences,” and ensure the “Two Upholds.” Effectively strengthen the Party’s comprehensive leadership over the development of the advertising industry to provide a fundamental guarantee for achieving high-quality development in the sector.

— Uphold innovation-driven development. Treat innovation as the cornerstone of the advertising industry’s development, focus on key sectors and priority areas, accelerate the digital transformation of the industry, foster a new landscape of innovation-driven development, and ensure that the industry’s growth aligns with and complements economic and social development.

— Uphold scientific regulation in accordance with the law. Strengthen the rule of law in advertising, enhance the capacity for advertising monitoring and regulation based on internet technology, and establish an advertising regulatory mechanism characterized by clear division of labor, defined responsibilities, and efficient operation. This will form a four-pronged advertising governance system comprising “enterprise self-governance, industry self-discipline, social oversight, and government regulation.”

— Uphold integrated industrial development. Fully leverage the decisive role of the market in resource allocation, promote development through competition, and drive the integrated development of the advertising industry with related sectors. Harness the catalytic role of new technologies and new media in the industry’s growth, extend the advertising industry chain, and expand the industry’s development space.

— Uphold comprehensive openness and cooperation. Adopt a global perspective and strategic vision; attract investment and talent from around the world; enhance brand awareness; promote the growth and strengthening of leading advertising enterprises; and foster a positive trend of coordinated development between high-end leading enterprises and small and medium-sized enterprises.

(3) Development Goals

Centered on the province’s strategic goal of “leading in seven areas,” we will focus on higher quality, stronger competitiveness, and a modern industrial system to comprehensively elevate the level of the advertising industry and build a strong advertising province that leads the nation.

— Significantly enhanced comprehensive strength. Annual growth in advertising revenue will outpace GDP growth, with the sector’s share of the national economy continuing to rise. Traditional media advertising will achieve improvements in both quality and effectiveness, while digital advertising will continue to grow and expand, becoming a highlight of the “Four New Economies” development.

— Continuously enhanced innovation capabilities. The advertising industry’s independent innovation system will be further refined, investment in R&D for new advertising technologies will increase significantly, and the think tank platform system will be more robust. The province will establish more than 10 demonstration bases for innovation and entrepreneurship in the advertising industry and more than 10 talent training bases.

— Industrial integration continues to deepen. We will embrace the concept of integrated development, encouraging integration across the advertising industry chain, as well as cross-sectoral and cross-regional integration, and the convergence of traditional and new media. Through such integration, we will achieve resource sharing, the aggregation of strengths, and the unleashing of vitality, thereby accelerating the development of a modern advertising industry system.

——The platform system has been further improved. We will continue to leverage the role of advertising industrial parks in aggregating industry resources, gradually forming an advertising industry network structure led by national-level advertising industrial parks, supported by provincial-level advertising industrial parks, and featuring a widespread network of various advertising entrepreneurship and innovation platforms.

— A smart regulatory system has taken shape. We have fully established a big data-based advertising monitoring system and accelerated the advancement of smart advertising regulation. We have built a more comprehensive statistical survey system for the advertising industry, a more robust standardization system, and a joint disciplinary mechanism for entities with poor credit records.

— Spiritual civilization is further highlighted. The model of civilized and healthy development in the advertising industry takes root in people’s hearts, and the industry fully exerts its strength in promoting core socialist values and building civic morality in the new era. Advertising enterprises and mass media disseminate positive social energy and enhance the cultural soft power of the advertising industry by designing, producing, and distributing public service advertisements.

III. Key Tasks

Guided by the “Nine Breakthroughs for a Stronger Province,” we will adhere to goal-oriented and problem-oriented approaches to build the “Eight Major Systems” for advertising industry development and forge new advantages for the high-quality development of our province’s advertising industry.

(1) Building a First-Class Domestic Advertising Innovation System

We must fully recognize the central driving role of innovation in the development of the advertising industry, strengthen talent cultivation and platform construction, promote the integrated development of innovation and entrepreneurship, and encourage technological, product, and model innovation.

1. Technological Innovation Project. Accurately grasp the development trends of the advertising industry, closely integrate with cutting-edge technologies such as cloud computing, big data, the Internet of Things (IoT), 5G, and blockchain, address major technological needs of the industry, and accelerate the research and development of high-tech solutions. Leveraging the province’s strengths in the information technology sector, encourage comprehensive strategic cooperation among advertising media, advertising enterprises, and digital companies to promote the innovative application of modern technologies in precision targeting, large-scale distribution, dynamic creativity, performance tracking, and data recognition.

2. Product Innovation Project. Focus on key technologies such as digital copyright protection, privacy protection, and network information security to accelerate the R&D and industrialization of information security software for the advertising industry. Implement the Advertising Product Quality Improvement Project to enhance the innovation capacity of advertising products, establish and improve incentive mechanisms for protecting original advertising products, and enrich the supply of high-quality advertising products. Leverage the province’s manufacturing strengths to strengthen the R&D and application of advertising equipment and materials, thereby enhancing the province’s competitiveness in the advertising equipment and materials markets.

3. Business Model Innovation Initiative. Promote the digitization and online transformation of advertising product and service production, dissemination, and consumption, and create a range of new advertising business models characterized by online, intelligent, and interactive features, backed by independent intellectual property rights. Focus on the development of large-screen internet technologies, proactively plan for new business models in ultra-high-definition advertising live-streaming scenarios, and drive the leapfrog development of new business formats and models.

Box 1: Improving the Advertising Industry Innovation and Entrepreneurship System

1. Promote the development of the three national-level advertising industry innovation and entrepreneurship demonstration bases—the Qingdao New 100 Advertising Industry Incubator, the Weifang National Advertising Industrial Park Incubator, and the Heze National Advertising Industrial Park Maker Space—to higher levels.

2. Establish more than 10 advertising industry innovation and entrepreneurship demonstration bases across the province.

(II) Building a High-Level Advertising Industry System

Cultivate and expand emerging advertising industries, actively guide the traditional advertising industry to accelerate transformation and upgrading, and leverage digital and information technologies to promote emerging advertising industries as a key pillar of the province’s modern service sector.

1. Project to Cultivate and Expand Emerging Advertising Industries. Accelerate innovation in new media advertising formats, extend and expand the advertising industry chain, prioritize the cultivation of digital advertising enterprises, and improve the digital advertising industry chain; vigorously develop high-tech, high-value-added emerging advertising industries such as e-commerce, digital publishing, digital transmission, animation and gaming, and new advertising equipment manufacturing; and focus on cultivating advertising enterprises with industry competitiveness in internet advertising fields such as targeted advertising, transaction and payment services, and mobile application advertising platforms.Support the healthy and orderly development of emerging advertising media markets, including online advertising, mobile TV, building video displays, mobile phone advertising, and LED displays. Encourage the widespread use of eco-friendly advertising materials, support the development of low-cost alternative advertising materials, and prioritize the cultivation of a group of emerging advertising enterprises with unique creativity and high technological content. Cultivate leading enterprises in advertising sub-sectors, focusing on identifying companies with development potential in specialized internet advertising fields such as information display and cross-screen communication, and fostering their growth and expansion.

2. Accelerate the Transformation and Upgrading of the Traditional Advertising Industry. Accelerate the digital transformation of traditional advertising enterprises and promote the deep integration of traditional media with modern communication methods; encourage mainstream media to fully commit to building new media and all-media platforms dominated by digital operations; with a focus on “Internet + Advertising,” build flexible, technologically advanced, and competitive new converged advertising media; strengthen Shandong’s converged media and promote the advanced experience of media that have taken the lead in transformation.Implement the Small and Medium-Sized Advertising Enterprise Growth Project to support a group of small and medium-sized advertising enterprises with the capability and efficiency to serve niche markets. Strive to continuously increase the total number of advertising enterprises across the province while continuously improving their quality, gradually forming an advertising industry structure led by mainstream media and large advertising enterprise groups, and supported by highly specialized small and medium-sized advertising enterprises.

3. Project for Diversified and Convergent Development of the Advertising Industry. Strengthen the convergent development of internal elements within the advertising industry, and encourage and support the convergence of advertising enterprises with economic sectors such as e-commerce and new logistics models. Support the convergence of the advertising industry with the internet industry, standardize the management of programmatic digital advertising transactions, and establish a new digital advertising ecosystem.Encourage the advertising industry to take “Internet Plus Advertising” as its core to achieve integrated services across media, platforms, and devices. Promote the deep integration of the advertising industry with key sectors such as equipment manufacturing, consumer goods, construction, information technology, tourism, agriculture, and sports, to facilitate product development, market expansion, and brand building, thereby achieving mutually beneficial development and providing new support for supply-side structural reform.Support the integrated development of the advertising industry with other modern service sectors and the cultural industry, advance cross-industry and cross-sector industrial integration within the advertising sector, and build a new advertising industry ecosystem. Focus on creating a number of demonstration zones and model enterprises for the integrated development of the advertising industry.

(3) Establish a Distinctive Regional Collaboration System

Centered on the province’s “One Cluster, Two Hubs, Three Circles” regional development framework, encourage localities to leverage their unique strengths to form a differentiated advertising industry layout characterized by complementary advantages, thereby promoting coordinated regional development.

1. Specialized Development Project for the Advertising Industry in the Peninsula City Cluster. Focus on the industrial strengths of the Peninsula City Cluster to strengthen and optimize specialized advertising. Encourage cities such as Zibo, Dongying, Yantai, and Weifang to leverage national and provincial advertising industrial parks to deepen the integrated development of the advertising industry with manufacturing and services,thoroughly study the promotional and marketing patterns and strategic needs of the “Top Ten Modern Advantageous Industrial Clusters in Shandong,” develop innovative and distinctive industrial promotion models, create a series of classic advertising works, and promote the deep integration of the advertising industry with leading industries, model parks, and exemplary enterprises. This will enhance the advertising industry’s capacity to serve leading industries and leverage the advertising industry’s radiating and driving role.

2. Project for the Aggregated Development of the Advertising Industry in Central Cities.Leverage the core roles of central cities such as Jinan and Qingdao to cultivate leading enterprises in digital converged media advertising. Seize the strategic opportunity presented by Jinan’s development into a “large, strong, prosperous, beautiful, and connected” modern international metropolis; encourage branches of major domestic internet companies in Jinan to deepen integration with the local information technology and media sectors to form a regional communication hub. Seize the strategic opportunity presented by Qingdao’s development into an open, modern, vibrant, and fashionable international metropolis; foster dynamic and fashionable industrial clusters in advertising design and media communication to lead new trends in the province’s advertising industry.

3. “Three Circles” Advertising Industry Specialized Development Project. Relying on the three major economic circles—the Provincial Capital, Jiaodong, and Southern Shandong—we will enhance the service capabilities of the advertising industry, deeply explore regional characteristics, and strengthen the integrated development of the advertising industry with distinctive local industries. We will encourage and support the integrated development of the advertising industry with economic sectors such as e-commerce, new logistics, and large-scale exhibitions, promoting the formation of an industrial cluster development pattern characterized by technology-driven innovation, industrial aggregation, and comprehensive supporting infrastructure.Establish “Internet Celebrity + Live Streaming” advertising industry clusters in Jining, Linyi, Dezhou, Liaocheng, Heze, and other locations to promote the integrated development of “live streaming + short videos + e-commerce functions + advertising marketing,” thereby continuously enriching the industrial ecosystem of the “live streaming economy.”

(IV) Establish a System of High-End Industrial Parks

Further leverage the role of advertising industrial parks in aggregating industry resources to stimulate endogenous momentum and promote the sustained and healthy development of these parks.

1. Park Quality Enhancement Project. In accordance with national policies and market trends, actively promote the improvement of quality and efficiency in advertising industrial parks. Place greater emphasis on industrial chain integration, strengthen industrial interconnection and interaction, and fully utilize advanced digital technologies to build a solid foundation. Cultivate a group of large-scale advertising enterprises and marketing communication groups with market competitiveness, facilitate the growth and listing of innovative enterprises within the parks, and achieve leapfrog development of the park’s industries.Establish and improve public service platforms covering government services, market transactions, fintech, talent development, and market promotion. Create specialized technical platforms within the parks, such as digital technology facilities, photography bases, live-streaming e-commerce studios, recording studios, and graphic workstations, to provide high-quality and efficient services for the development of park enterprises.

2. Park Agglomeration Development Project. Relying on the National Advertising Industrial Park and Provincial Advertising Industrial Park, we will optimize a group of advertising industry clusters characterized by strong agglomeration effects, an excellent business environment, and distinctive industrial features. Based on the industrial chain, we will strengthen the flow and collaboration of industrial factors among enterprises and between parks, enhance agglomeration effects, and promote the sustained and healthy development of the park.We will promote the deep integration of advertising industrial parks with the local economy, creating advertising brand parks that integrate multiple functions such as planning, R&D, production, packaging, logistics, recording, photography, live streaming, exhibitions, training, and agency services. By leveraging new technologies such as cloud computing, big data, AI, 5G, and blockchain, we will establish a new hub for the domestic advertising industry.

(V) Establishing and Improving the Public Service Advertising Development System

Strengthen the correct ideological guidance of advertising in the context of socialism, and fully leverage the positive role of advertising in reinforcing core socialist values, promoting national culture, and fostering positive social energy.

1. Public Service Advertising Institutional and Mechanism Innovation Project. Explore long-term operational mechanisms for public service advertising, establishing operational models such as corporate sponsorship, government procurement, copyright auctions, market exchanges, and open bidding. Focusing on financial support and talent development, encourage enterprises and social entities to enhance the ideological themes, artistic expression, cultural depth, and communication effectiveness of public service advertisements. Encourage advertising associations to facilitate broad participation by social entities through organizing various public service advertising activities, building interactive platforms, and establishing public service advertising databases.

2. Public Service Advertising Quality Enhancement Project. Continue to organize various public service advertising competitions, draw on advanced domestic and international experiences in public service advertising creation, and produce classic works that are lively in form, highly creative, and profound in meaning to elevate the creative standards of public service advertising in our province.We will fully leverage the province’s rich cultural resources to promote the deep integration of public service advertisements with cultural assets. We will encourage advertising creators to produce more high-quality public service advertisements that embody Shandong’s regional characteristics and the cultural image of Qilu, thereby pioneering new models and frameworks for the transformation and development of public service advertising.

(6) Developing an Open and Cooperative International Communication System

In response to the trend of highly integrated global economic development, we will actively extend the industrial chain, proactively integrate into the global economic cycle, and enhance the visibility and reputation of our province’s advertising industry.

1. Integration into National Development Strategies. Encourage advertising enterprises to actively participate in national strategies such as ecological conservation and high-quality development in the Yellow River Basin and the “Belt and Road” Initiative. Adhere to the principle of mutual promotion between “going global” and “bringing in,” continuously strengthening the domestic and international competitiveness of our province’s advertising industry.

2. Leading Enterprises “Going Global” Initiative. Encourage leading advertising enterprises to serve the national “Going Global” strategy. Through forms such as equity investment, cross-border mergers and acquisitions, joint ventures, and agency services, they should actively explore international business opportunities, seek multilateral cooperation, and expand overseas marketing markets. Support new media advertising enterprises in deepening cooperation with internationally renowned advertising firms, leveraging their leading role to gradually enhance influence in international markets.

3. International Communication Capacity Building Project. Support our province’s advertising works and case studies in competing for international awards to achieve new breakthroughs in professional capabilities.Actively leverage the roles of advertising research institutions, industry organizations, and think tanks to enhance the advertising industry’s professional and international capabilities by participating in or hosting international advertising competitions, conferences, and forums. Utilize international cultural exchange activities, sporting events, exhibitions, and distinctive festivals to strengthen the integration of advertising with international markets. Relying on the Qingdao and Yantai National Advertising Industrial Parks, strengthen exchanges and collaboration with media and advertising sectors in Japan, South Korea, Southeast Asia, and other countries, and innovate cooperation models.

(7) Establish and Improve the Public Service System

Leverage the synergistic roles of advertising associations, advertising industrial parks, and advertising regulatory authorities to jointly advance efforts in formulating industry standards, establishing statistical survey systems, protecting intellectual property rights, and applying advertising big data, thereby establishing and improving the public service system for the advertising industry.

1. Public Service Platform Construction Project. Relying on advertising industrial parks, we will gradually establish public service platforms with regional characteristics for advertising R&D, creative design, production, product display and trading, and resource exchange. We will build databases covering advertising industry development, enterprise qualifications and credit, regulatory oversight, and talent information, and promote information exchange and sharing among government departments, leading media outlets, and key advertising enterprises.

2. Standardized Development Promotion Project. Relying on the legal framework and standards system for the advertising industry, we will standardize the development mechanisms of our province’s advertising sector. We will establish a system for advertising industry surveys, statistics, and information disclosure, strengthen information resource sharing with departments such as statistics and taxation, and establish a statistical indicator system for advertising industry development. We will enhance standardization efforts in the advertising industry by formulating technical, quality, and service standards for advertising planning and agency services, design and production, and distribution and monitoring, and ensure the standardization system aligns with international standards.

3. Intellectual Property Protection Initiative. Encourage market entities in the advertising sector to strengthen intellectual property protection. Guide advertising companies to promptly register trademarks, copyright, and patents for creative works, enhance the application and protection of creative intangible assets, and increase the value of such assets.Strengthen copyright protection for original advertising works and patent protection for innovative advertising technologies, and intensify efforts to combat infringements of advertising intellectual property rights. Standardize the registration of original advertising works, the use of advertising works, and the granting of rights; establish a filing and protection system for enterprises’ original works and planning proposals; and protect intellectual achievements in advertising innovation and R&D in accordance with the law.

(VIII) Building an Advertising Talent Development System

Focusing on cultivating talent in advertising creative design and industrial management, accelerate the training and recruitment of a high-caliber team of advertising professionals to establish a comparative advantage in the internationalization and specialization of our province’s advertising industry workforce.

1. Implement the Industry-Academia-Research Integration Project. Leveraging the high-quality educational resources of provincial universities, optimize current teaching and training methods, strengthen industry-academia collaboration, and promote the effective integration of theoretical education with industrial development. Actively establish industry-academia-research bases and practical training bases for advertising education, support the establishment of regional digital advertising research centers and digital creative industry colleges, form an advertising industry development think tank, and build specialized R&D bases and talent training practice bases with Shandong characteristics.

2. Launch the Co-creation Space Initiative. Targeting advertising industrial parks across the province, we will build public service platforms focused on optimizing the market-based allocation of information carriers, talent, and technological resources, thereby creating favorable conditions for the development of advertising and related enterprises within these parks. We will organize regular advertising trade fairs, forums, and exhibitions involving advertisers, media outlets, and park-based advertising enterprises to enhance the parks’ appeal to advertising and related businesses.

3. Launch the Advertising Showcase Initiative. Leveraging domestic and international advertising competitions such as the Cannes Lions, China Advertising Great Wall Awards, and Yellow River Awards, as well as provincial events like the “Academy Creativity Cup” and “Taishan Cup” advertising creativity contests, we will encourage and guide the province’s advertising industry to provide high-quality professional services to small and micro enterprises and regional economies in areas such as image promotion, brand building, and market expansion. This initiative aims to identify and cultivate more outstanding advertising professionals and facilitate the exhibition and exchange of innovative works by creative design talent.

IV. Support Measures

(1) Strengthening Organizational Leadership

Strengthen organizational leadership for the development of the advertising industry, ensuring that Party leadership is integrated into all areas and throughout the entire process of implementing this plan. Promptly follow up on major deployments and policy requirements from the Party Central Committee regarding the development of the advertising industry to ensure the correct direction of the plan’s implementation. Encourage all cities to formulate and implement action plans for this plan based on local conditions, widely mobilize forces from all sectors of society, and jointly advance the implementation of this plan while providing strong guarantees.

(2) Strengthening Supporting Policies

Deeply advance the “streamlining administration, delegating powers, and improving services” reform in the advertising sector to provide a fair and just market environment for advertising enterprises. Actively coordinate with relevant departments to foster a favorable policy environment in areas such as market access, finance and taxation, finance, talent, trade, and coordinated regional development. Research and formulate preferential policies for the development of the advertising industry, seek funding from provincial strategic emerging industries, cultural and creative industries, high-tech industries, and major science and technology projects, support the development of the internet advertising industry, and establish a policy system that meets the needs of the advertising industry to stimulate market vitality.Establish and improve the financing system for the advertising industry, guide domestic and foreign venture capital into the Shandong advertising market, provide financial support to innovative small and medium-sized advertising enterprises, support large advertising enterprises in accessing financing through multi-tiered capital markets, and reduce financing costs for market entities in the advertising sector. Increase support for advertising industrial parks and encourage local governments to provide policy support to the operators of these parks and to new advertising enterprises entering the parks.

(3) Improving the Regulatory Framework

Establish and improve a modern advertising regulatory system, focusing on guidance-based, credit-based, smart, and collaborative regulation. Actively innovate regulatory concepts, mechanisms, and methods to continuously enhance the scientific rigor and effectiveness of advertising regulation.Accelerate the development of an integrated, intelligent platform for advertising monitoring and regulation to enhance the standardization and normalization of advertising oversight. Prioritize supervision in key areas and intensify efforts to rectify advertising violations. Utilize big data from advertising monitoring to improve the analysis and early warning mechanisms for advertising regulation, enhance the effectiveness of the “double random, public disclosure” regulatory approach, and implement joint disciplinary actions for dishonesty against entities involved in illegal advertising in accordance with the law. Further improve the working mechanism of the Provincial Joint Conference on Rectifying False and Illegal Advertising, strengthen information sharing, reinforce collaborative supervision, and promote social co-governance.

(4) Promoting Theoretical Innovation

Closely monitor new trends in economic and social development, new achievements in science and technology, and new dynamics in industrial development. Relying on think tanks for the advertising industry, strengthen basic and applied research on the sector’s development. Establish a government-industry-academia-research consortium centered on advertising enterprises, market-oriented, government-supported, and involving research institutes to conduct innovative research on the advertising industry’s development. Support advertising enterprises in engaging in multi-level scientific research collaborations with renowned domestic and international universities and global 4A agencies to produce a series of high-quality research outcomes on the advertising industry’s development.

(5) Leveraging the Role of the Association

Fully leverage the role of industry organizations as bridges, links, and platforms.Encourage provincial advertising associations to establish specialized committees, formulate industry self-regulatory rules and standards for fair competition, and play an active role in self-service, self-management, and guiding the healthy development of the industry. Support associations in assisting government departments to organize advertising forums, professional training sessions, exchange seminars, research surveys, and exhibitions, thereby providing quality services to the government, enterprises, and members. Support associations in establishing credit rating and qualification evaluation systems for advertising enterprises, urging these enterprises to establish and improve management systems, and guiding the advertising industry toward standardized and healthy development.