(Source: https://pltfrm.com.cn)
Introduction
Navigating compliance in China’s digital marketing sector is essential for successful brand localization. This article discusses key compliance guidelines for effective digital marketing in China.
1. Regulatory Standards for Content
1.1 Appropriate Language and Imagery
Content should avoid slang, excessive foreign phrases, and unapproved political references. Respecting local language preferences ensures that ads resonate without offending cultural norms.
1.2 Avoidance of Comparisons
Direct comparisons with competitors are generally discouraged in China’s advertising landscape. Instead, focus on the product’s unique benefits to maintain a positive brand perception.
2. Accurate Labeling and Claims
2.1 Clear Product Descriptions
Product descriptions must be precise and factual, particularly in industries such as health, beauty, and food. Misleading information can lead to customer dissatisfaction and regulatory intervention.
2.2 Evidence for Claims
Health or efficacy claims need scientific proof. When promoting specific benefits, it’s essential to reference credible research or certifications to validate claims and maintain compliance.
3. Data Protection Regulations
3.1 Adherence to Personal Information Protection Law (PIPL)
Brands should comply with the PIPL, limiting personal data collection and ensuring consumer rights are respected. Non-compliance can result in significant penalties and reputational damage.
3.2 Privacy Notices
Including clear privacy notices detailing data usage fosters consumer trust. Transparency about data practices aligns with both legal requirements and customer expectations.
4. Guidelines for Working with Influencers
4.1 Age Restrictions for KOLs
Influencers under a certain age have restrictions on the types of products they can promote. Choosing appropriate influencers for campaigns can prevent legal issues and enhance brand reputation.
4.2 No Exaggerated Claims
Influencers should avoid making exaggerated claims to ensure compliance. All statements made by influencers should align with brand messaging and regulatory standards.
Case Study: Nestlé’s Compliance Strategy in China
Nestlé has maintained regulatory compliance through strict adherence to advertising regulations, particularly in product claims and influencer partnerships. By investing in research-backed claims and collaborating with compliant KOLs, Nestlé has strengthened its market position in China.
Conclusion
Compliance with advertising standards in China requires a keen understanding of content accuracy, data protection, and influencer guidelines. Through these practices, brands can establish a reputable and enduring presence in China’s digital market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
