(Source: https://pltfrm.com.cn)
Advertising alcoholic products in China is subject to specific regulations and restrictions designed to promote responsible consumption and protect vulnerable populations. As of my last update in April 2023, here are the key regulations and restrictions that businesses need to be aware of:
1. Content Restrictions
No False Claims: Advertisements must not contain any false or misleading information about the alcohol content or the effects of consuming alcohol.
No Health Benefit Claims: Advertisements should not suggest that alcoholic beverages have health benefits or therapeutic properties.
Responsible Consumption Message: Ads should encourage responsible drinking and must not promote excessive consumption of alcohol.
2. Prohibitions on Target Audiences
Protection of Minors: Advertising should not target individuals under the legal drinking age, nor should it depict minors consuming alcohol.
Sensitive Environments: Restrictions often apply to advertising alcohol in environments frequented by minors, such as schools or children’s playgrounds.
3. Time and Place Restrictions
Broadcasting Restrictions: There may be specific time slots during which alcohol advertisements are not allowed on television or radio, typically when a significant number of minors are expected to be viewers or listeners.
Location-Specific Restrictions: Restrictions on outdoor advertising of alcoholic beverages near schools and other areas primarily frequented by minors.
4. Digital and Online Advertising
Online Age Verification: Websites and social media platforms that advertise alcoholic products may be required to implement age verification mechanisms.
Platform Policies: Online platforms might have their own policies governing the advertising of alcoholic products, which can sometimes be more stringent than national regulations.
5. Sponsorship and Promotional Activities
Event Sponsorships: While sponsorships by alcohol brands are common, there are regulations governing how these brands can be promoted at events, especially those that may be attended by minors.
Promotional Offers: Any promotional activities must comply with laws governing alcohol sales and consumption.
6. Cultural Sensitivity
Respect for Culture and Traditions: Advertisements should be respectful of Chinese culture and traditions, avoiding content that could be considered offensive or inappropriate.
7. Compliance with General Advertising Laws
General Advertising Law of the People’s Republic of China: All alcohol advertising must adhere to the broader regulations outlined in this law, which covers aspects like honesty, legality, and social morality in advertising.
Conclusion
Companies advertising alcoholic products in China need to navigate a regulatory landscape that emphasizes responsible drinking, protection of minors, and cultural sensitivity. It’s crucial for businesses to stay informed about the latest regulations and ensure that their advertising strategies are fully compliant to avoid legal issues and reputational damage. Consulting with legal experts in Chinese advertising law is often advisable for businesses operating in this 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!
