富平县市场监督管理局关于发布互联网广告的提醒告诫书
<section powered-by="xiumi.us" style="margin: 0px 0px 24px;padding: 0px;outline: 0px;max-width: 100%;color: rgba(0, 0, 0, 0.9);font-family: system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif;font-size: 17px;letter-spacing: 0.544px;text-align: justify;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><section data-support="96编辑器" data-style-id="32639" style="margin-top: 0px;margin-right: 0px;margin-bottom: unset;margin-left: 0px;padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;letter-spacing: 0.544px;visibility: visible"><section style="margin: 10px 0px;padding: 14px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;border-width: 5px 1px 1px;border-style: solid;border-color: rgb(32, 87, 146);visibility: visible"><section style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;visibility: visible"><p style="margin-top: 0px;margin-bottom: 16px;padding: 0px;outline: 0px;max-width: 100%;clear: both;min-height: 1em;line-height: 1.75em;text-align: left;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">全县广告主、广告经营者、广告发布者、互联网平台经营者、网络直播营销活动者：</span></p><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">国家市场监管总局修订公布的《互联网广告管理办法》已于2023年5月1日起施行。为规范互联网广告活动，保护消费者的合法权益，促进互联网广告业健康发展，维护公平竞争的市场经济秩序，现就有关事项提醒告诫如下：</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;visibility: visible"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">一、禁止发布如下广告</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">（一）法律、行政法规规定禁止生产、销售的产品或者提供的服务，以及禁止发布广告的商品或者服务，任何单位或者个人不得利用互联网设计、制作、代理、发布广告。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">（二）禁止利用互联网发布烟草（含电子烟 ）广告。禁止利用互联网发布处方药广告，法律、行政法规另有规定的，依照其规定。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">（三）禁止以介绍健康、养生知识等形式，变相发布医疗、药品、医疗器械、保健食品、特殊医学用途配方食品广告。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px;visibility: visible">（四）介绍健康、养生知识的，不得在同一页面或者同时出现相关医疗、药品、医疗器械、保健食品、特殊医学用途配方食品的商品经营者或者服务提供者地址、联系方式、购物链接等内容。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（五）在针对未成年人的网站、网页、互联网应用程序、公众号等互联网媒介上不得发布医疗、药品、保健食品、特殊医学用途配方食品、医疗器械、化妆品、酒类、美容广告，以及不利于未成年人身心健康的网络游戏广告。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">二、以下广告须经审查</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）发布医疗、药品、医疗器械、农药、兽药、保健食品、特殊医学用途配方食品广告等法律、行政法规规定应当进行审查的广告，应当在发布前由广告审查机关对广告内容进行审查；未经审查，不得发布。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）对须经审查的互联网广告，应当严格按照审查通过的内容发布，不得剪辑、拼接、修改。已经审查通过的广告内容需要改动的，应当重新申请广告审查。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">三、广告发布者应当显著标明“广告”</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）对于竞价排名的商品或者服务，广告发布者应当显著标明“广告”，与自然搜索结果明显区分。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）除法律、行政法规禁止发布或者变相发布广告的情形外，通过知识介绍、体验分享、消费测评等形式推销商品或者服务，并附加购物链接等购买方式的，广告发布者应当显著标明“广告”。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">四、广告主应对广告内容的真实性负责</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）广告主应当对互联网广告内容的真实性负责。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）广告主发布互联网广告的，主体资格、行政许可、引证内容等应当符合法律法规的要求，相关证明文件应当真实、合法、有效。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（三）广告主可以通过自建网站，以及自有的客户端、互联网应用程序、公众号、网络店铺页面等互联网媒介自行发布广告，也可以委托广告经营者、广告发布者发布广告。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（四）广告主自行发布互联网广告的，广告发布行为应当符合法律法规的要求，建立广告档案并及时更新。相关档案保存时间自广告发布行为终了之日起不少于三年。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（五）广告主委托发布互联网广告，修改广告内容时应当以书面形式或者其他可以被确认的方式，及时通知为其提供服务的广告经营者、广告发布者。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">五、“直播带货”加强规范</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）商品销售者或者服务提供者通过互联网直播方式推销商品或者服务，构成商业广告的，应当依法承担广告主的责任和义务。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）直播间运营者接受委托提供广告设计、制作、代理、发布服务的，应当依法承担广告经营者、广告发布者的责任和义务。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（三）直播营销人员接受委托提供广告设计、制作、代理、发布服务的，应当依法承担广告经营者、广告发布者的责任和义务。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（四）直播营销人员以自己的名义或者形象对商品、服务作推荐、证明，构成广告代言的，应当依法承担广告代言人的责任和义务。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">六、“弹出广告”一键关闭</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">以弹出等形式发布互联网广告，广告主、广告发布者应当显著标明关闭标志，确保一键关闭，不得有下列情形：</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）没有关闭标志或者计时结束才能关闭广告；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）关闭标志虚假、不可清晰辨识或者难以定位等，为关闭广告设置障碍；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（三）关闭广告须经两次以上点击；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（四）在浏览同一页面、同一文档过程中，关闭后继续弹出广告，影响用户正常使用网络；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（五）其他影响一键关闭的行为。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">启动互联网应用程序时展示、发布的开屏广告适用前款规定。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">七、不得误导用户浏览广告</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">不得以下列方式欺骗、误导用户点击、浏览广告：</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）虚假的系统或者软件更新、报错、清理、通知等提示；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）虚假的播放、开始、暂停、停止、返回等标志；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（三）虚假的奖励承诺；</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（四）其他欺骗、误导用户点击、浏览广告的方式。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><strong style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">八、不得影响用户正常使用网络</span></strong></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（一）利用互联网发布、发送广告，不得影响用户正常使用网络，不得在搜索政务服务网站、网页、互联网应用程序、公众号等的结果中插入竞价排名广告。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px">（二）未经用户同意、请求或者用户明确表示拒绝的，不得向其交通工具、导航设备、智能家电等发送互联网广告，不得在用户发送的电子邮件或者互联网即时通讯信息中附加广告或者广告链接。</span></section><section style="margin: 0px 0px 16px;padding: 0px;outline: 0px;max-width: 100%;line-height: 1.75em;text-indent: 2em;box-sizing: border-box !important;overflow-wrap: break-word !important"><span style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;font-size: 16px;letter-spacing: 1px"><br style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important"/></span></section><section style=";padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word 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!important;font-size: 14px;color: rgb(136, 136, 136)">拟稿：富平县市场监督管理局</span></section><p></p><p><br/></p><link rel="stylesheet" href="//www.dafuping.cn/source/plugin/wcn_editor/public/wcn_editor_fit.css?v134_PcI" id="wcn_editor_css"/>
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