To provide a film material for advertising which forms a transmitted light image showing outstanding clarity, water resistance, durability and, if necessary, flame retardancy and antimildew properties by ink jet printing.

On the surface of a sheetlike base material (if necessary, a flame retardant and antimildew base material) with a resin-coated layer containing a synthetic resin formed on a fiber base fabric, an ink receiving layer containing water-containing silica particles (20-35 nm average primary particle dia., 2-7 μm average secondary particle dia., and 50-170 m2/g specific surface area by the BET method), a water-retaining material with 5-50 water absorption magnification (e.g. an isocyanate polyalkylene oxide three-dimensional crosslinked polymer, an isocyanate-N-vinylacetoamide three-dimensional crosslinked polymer and/or a copolymer or a reaction product between an ethylene oxide (65 wt.% or more) and an organic compound for modification), an acrylic resin binder and further, if necessary, a phosphate ester flame retardant and/or an antimildew agent.