Essential Rules for Truthful Digital Promotions in China (Source: https://pltfrm.com.cn)
Introduction
With Chinese consumers increasingly savvy and regulators more vigilant than ever, truthful digital promotions have become non-negotiable for overseas brands. Missteps in claims or disclosures can lead to massive fines and reputational damage. This guide outlines the foundational rules that ensure your campaigns remain compliant while driving genuine engagement.
1. Verifying and Substantiating All Advertising Claims
1.1 Proof Requirements for Performance Statements Scientific Backing: Claims about efficacy, rankings, or comparisons must be supported by authoritative testing reports or official awards. Retention Rules: Supporting documents must be kept in advertising archives and presented upon regulatory request.
1.2 Banned Misleading Tactics No Deceptive Formats: False “system updates” or disguised links to trick clicks are prohibited, as are hidden ads in search results or feeds.
2. Endorsement and Influencer Responsibility
2.1 Genuine Experience Mandate Actual Usage Rule: Celebrities and KOLs can only endorse products they have personally used; scripted falsehoods trigger joint liability. Disclosure Standards: Paid partnerships must be clearly marked to maintain transparency.
2.2 Liability Sharing Joint Accountability: Both the brand and endorser can face penalties for misleading content, emphasizing the need for thorough briefing and approval processes.
3. Platform and Agency Compliance Obligations
3.1 Pre-Publication Review Systems Mandatory Screening: Agencies and platforms must verify advertiser qualifications and content legality before launch. Update Mechanisms: Archives require regular checks to reflect the latest regulatory changes.
3.2 Cooperation with Authorities Inspection Readiness: Full access to records and prompt responses to SAMR inquiries are required to avoid escalated penalties.
4. Special Rules for Targeted and Algorithmic Ads
4.1 Opt-Out and Transparency User Control: Consumers must easily reject personalized ads based on their data profiles. Algorithm Governance: Platforms bear responsibility for fair, non-discriminatory recommendation practices.
Case Study: An American Sportswear Giant’s WeChat Success
A major U.S. sportswear brand ran a WeChat Mini Program campaign featuring athlete endorsements. By ensuring all KOLs used the products beforehand, labeling posts clearly, substantiating performance claims with lab tests, and providing easy opt-outs for retargeting, the campaign achieved record engagement and sales while passing platform audits flawlessly.
Conclusion
Truthful digital promotions build credibility and longevity in the Chinese market. By embedding verification, disclosure, and user-centric practices into every campaign, overseas brands position themselves for sustainable growth amid tightening oversight.
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!
