(Source: https://pltfrm.com.cn)
Introduction
2025 has brought some of the strictest digital advertising updates in years—from the new Personal Information Protection Law (PIPL) advertising clauses to real-name requirements for paid traffic. Overseas brands that treat compliance as an afterthought are seeing campaigns paused within hours. Here are the five critical updates that will define success or failure in China’s digital ecosystem this year.
1. PIPL & Advertising Consent Requirements
1.1 Separate Consent for Marketing Mandatory Pop-Up Consent: Every ad retargeting or lookalike audience must obtain separate, granular consent—not bundled in the general privacy policy. One-Click Withdrawal: Users must be able to revoke marketing consent with one click; non-compliance fines now reach 50 million RMB or 5% of annual China revenue.
2. Algorithm Transparency and Anti-Monopoly Rules
2.1 Platform Algorithm Filing Mandatory Filing with CAC: Douyin, WeChat, and Baidu must publicly disclose core algorithm logic affecting ad delivery and pricing. Price Discrimination Ban: Using big data to charge different customers dramatically different prices for the same product is now prohibited.
3. Livestreaming Compliance Crackdown
3.1 Real-Time Monitoring Teams 24/7 Platform Patrols: Douyin now employs thousands of human reviewers plus AI to monitor high-GMV livestreams in real time. Instant Penalties: False advertising during livestream triggers immediate room closure and seven-day account bans.
4. Cross-Border Data Transfer for Ad Verification
4.1 New Security Assessment Requirement CAC Approval for Ad Data: Any overseas brand running A/B testing or pixel tracking that sends Chinese user data abroad now needs CAC security assessment (6–12 month process). Localized Tracking Solutions: Most brands are shifting to Tencent TAG, ByteDance Volcano, or Alibaba Tanx local pixels to stay compliant.
Case Study: U.S. Sportswear Giant’s Near-Miss on Douyin
A leading American sportswear brand launched a 2024 livestream series with 200 KOLs claiming “professional athletes’ choice.” Mid-campaign, the platform flagged unverified endorsement contracts. Within 12 hours we submitted notarized athlete agreements, rewrote all scripts to “loved by sports enthusiasts,” and implemented real-time compliance monitoring software. The campaign continued uninterrupted, generating 420 million RMB in sales in a single week—while competitors faced week-long suspensions for similar violations.
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!
