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When launching KOL campaigns in China, ensuring legal compliance is crucial to avoid penalties and maintain brand reputation. Here’s what you need to know to keep your campaigns compliant with Chinese regulations:
Advertising Laws and Regulations
Familiarize yourself with China’s advertising laws, including the Advertising Law of the People’s Republic of China, which outlines rules and restrictions for advertising activities.
Clear Labeling of Sponsored Content
KOLs must clearly disclose sponsored content to avoid misleading consumers. This includes using hashtags or statements that indicate the content is an advertisement or sponsored post.
Accurate Representation of Products and Services
Ensure that all product endorsements and representations are accurate and not misleading. Exaggerated claims or false testimonials can lead to legal repercussions.
Compliance with Platform Policies
Chinese social media platforms have their own content policies and guidelines. Ensure that your KOL campaigns adhere to these rules to avoid content removal or account penalties.
Personal Data Protection
China’s Personal Information Protection Law (PIPL) requires brands to protect the personal data of consumers. Ensure that any data collected during KOL campaigns is handled securely and in compliance with PIPL.
Intellectual Property Rights
Respect and protect intellectual property rights, including copyrights, trademarks, and patents, in all KOL collaborations to avoid infringement issues.
Endorsements by Celebrities and Public Figures
Celebrities and public figures have additional compliance requirements when endorsing products. Ensure they have used the product and are providing genuine endorsements.
Alcohol, Tobacco, and Pharmaceutical Advertising
Advertising for certain products like alcohol, tobacco, and pharmaceuticals is heavily regulated. Special care must be taken to ensure that KOL campaigns comply with these specific regulations.
Monitoring and Enforcement
Regularly monitor your KOL campaigns to ensure ongoing compliance. Be prepared to take swift action if any issues arise, including modifying content or ending partnerships if necessary.
Legal Counsel and Expert Advice
Consult with legal experts who specialize in Chinese advertising and media law. Their guidance can help you navigate the complex regulatory landscape and ensure compliance.
PLTFRM is an award-winning brand strategy firm with a deep understanding of legal compliance in China’s KOL marketing. We help brands launch successful campaigns that are compliant with local laws and regulations. Contact us for a free consultation on your KOL campaign strategy.
Contact us: info@pltfrm.cn | www.pltfrm.cn
