(Source: https://pltfrm.com.cn)
Introduction
Mobile advertising dominates China’s digital marketing ecosystem, but it comes with a dense regulatory landscape. From personal data handling to ad format restrictions, overseas brands must comply with national laws and platform rules to ensure campaign longevity and consumer trust. In this article, we break down how to structure legally compliant mobile ad campaigns in China.
1. Prioritize User Consent and Data Handling Compliance
1.1 Ad Personalization Requires Explicit Consent:
Any form of ad targeting—location, device behavior, or browsing history—must follow China’s Personal Information Protection Law (PIPL). Users must agree to data collection before personalized ads appear.
1.2 Consent Records Must Be Retained:
Advertisers must maintain a log of consent agreements. If challenged by a user or regulator, you must provide a clear audit trail proving lawful data usage.
2. Avoid Misleading Mobile Creative Elements
2.1 Accurate, Fact-Based Messaging Is Mandatory:
All product descriptions in mobile ads must be truthful and supported by evidence. Avoid clickbait tactics like “One-time offer” or “Ends in 5 minutes” if they’re not verifiable.
2.2 Use Caution with Animation and Gamification:
Mobile creatives using exaggerated motion graphics, false interactive buttons, or misleading prompts can be flagged as deceptive under China’s anti-fraud regulations.
3. Choose Legally Approved Ad Formats
3.1 Ad Placement Regulations by Format:
Interstitial ads, rewarded videos, and in-feed banners are legal—so long as they include exit options and do not obstruct app functionality. Popups without close buttons or forced redirection are prohibited.
3.2 Platform-Specific Policies:
WeChat restricts app ad landing pages that auto-play videos. Douyin enforces caps on ad audio volume and length. Always review each platform’s developer center for updated ad specs.
4. Make Legal Disclosures a Default Part of Your Ads
4.1 “Sponsored” Labels Must Be Prominent:
Chinese law mandates mobile ads be clearly labeled as 广告 (advertisement) and visible to users. Hidden tags or delayed disclosure can lead to takedowns.
4.2 Ad Licensing for Cross-Region Campaigns:
If your mobile campaign spans multiple Chinese provinces, you may require additional media licenses or ICP filings. Working with a local agency ensures proper documentation.
5. Monitor Campaigns in Real Time for Risk Mitigation
5.1 Platform Enforcement Is Automated:
Major platforms use AI to detect violations. Ads with sensitive terms, unauthorized claims, or unapproved format elements can be auto-rejected within seconds of going live.
5.2 Implement a Pre-Launch and Live Audit Process:
Use an internal checklist and platform-specific preview tools before launch. Post-launch, appoint a local monitor to react quickly to any compliance alerts or takedown notices.
Case Study: European Fashion Brand Updates Mobile Ad CTA to Meet China’s Rules
A European streetwear brand launched a mobile ad with a call-to-action that read “Click to claim your guaranteed gift.” The campaign was paused by the platform due to the word “guaranteed,” which violated advertising laws. By revising the text to “Click to explore your surprise,” the brand quickly regained ad approval and achieved a 12% conversion uplift within 48 hours.
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!
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