An important reason that Chinese advertising regulatory authority delays in law enforcement lies in that they are unwilling to check whether an advertisement is true or not. While in America, such burden has been taken by advertisers since the Advertising Substantiation Program was issued in 1971. From the perspectives of proving capacity, the good faith principle and the information economics, this paper verifies the legal basis of this program, and concludes that it is especially necessary for Chinese to adopt in the current background of both the market and the government being advanced to be ruled of law, so as to correct some major defects in advertising legislationand enhance the effectiveness of the advertising regulation.