(Source: https://pltfrm.com.cn)
In China, as in any market, ethical considerations are crucial in social media influencer marketing to maintain brand integrity and consumer trust. This article explores the ethical guidelines and best practices for influencer marketing in China.
Transparency in Partnerships
Clear disclosure of sponsored content is essential to maintain trust with the audience. Influencers should explicitly state their relationships with brands.
Example: Clear Sponsorship Disclosure
A lifestyle influencer on Weibo clearly tags sponsored posts with the required “#广告#” (advertisement) hashtag, adhering to transparency guidelines.
Authenticity of Endorsements
Influencers should only endorse products or services they genuinely use and believe in, ensuring the authenticity of their recommendations.
Example: Authentic Endorsement
A food influencer on Douyin recommends only those restaurants and dishes they have personally enjoyed, building trust with their followers.
Honest Representation of Product Benefits
Avoid exaggerating product features or benefits. Provide a balanced view, including potential limitations or considerations.
Example: Balanced Product Review
An electronics KOL provides an honest review of a new gadget, highlighting both its innovative features and areas for improvement.
Respecting Consumer Privacy
When engaging with consumers, influencers must respect their privacy and follow data protection regulations when handling personal information.
Example: Privacy Protection
A travel influencer on Xiaohongshu never discloses the personal details of their followers, even when sharing positive testimonials.
Avoiding Misleading Information
Ensure that all marketing content is accurate and not misleading. False claims or clickbait tactics can damage credibility.
Example: Accurate Content Creation
A beauty KOL ensures that all makeup tutorials and product demonstrations are realistic and achievable, avoiding any deceptive editing or claims.
Compliance with Advertising Laws
Adhere to China’s strict advertising laws, which include regulations on influencer marketing and endorsements.
Example: Legal Compliance
A fashion influencer on WeChat ensures all fashion collaborations comply with local advertising standards, avoiding any legal repercussions.
Promoting Positive Content
Influencers should aim to promote content that contributes positively to the community and avoids spreading negativity or harmful trends.
Example: Positive Influence
An education influencer focuses on creating content that inspires learning and personal growth, avoiding controversial or divisive topics.
Ethical Content Creation
Encourage the creation of content that respects cultural norms and promotes ethical values, avoiding content that may be offensive or insensitive.
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!
Email: info@pltfrm.cn | Website: www.pltfrm.cn
