The invention provides a control method for issuing advisement information based on automatic selling equipment, which comprises the following steps: a, receiving a command of purchasing target goods by a user; b, determining issued advisement information according to the command; and c, issuing the issued advisement information. The invention also provides a control device for issuing the advisement information based on the automatic selling equipment, automatic selling equipment comprising same, and an advisement issuing control system. The invention can not only play the advisement information through the automatic selling equipment in a rolling way, but also can pointedly play the advisement information related to purchased goods and a terminal held by the use, or directly related to the user when the user purchases the goods, controls the advisement information through a plurality of automatic selling equipment, can coordinate different automatic selling equipment to relatively issue advisement, effectively enlarges the advisement putting range of an adviser, improves the proportion of the advisement browsed by oriented audients and the interaction rate of the advisement, deepens the user experience feeling, and obviously increases the advisement putting effect.