(Source: https://pltfrm.com.cn)
Introduction
The power of influencers in China is undeniable—but so is the legal scrutiny they face. With new laws targeting online promotions, overseas brands must adopt compliant frameworks when engaging KOLs, streamers, or short video creators. This article explains how to run influencer campaigns in China that deliver results without triggering regulatory backlash.
1. Register Your Brand and Campaign Scope Locally
1.1 Use a Registered Legal Entity in China:
Running influencer marketing from abroad may complicate payments and legal obligations. Setting up a local entity or using a licensed agency simplifies tax, billing, and contract enforcement.
1.2 Notify Platforms of Sponsored Content:
Platforms like Douyin and Xiaohongshu offer brand account options that support sponsorship labeling. Use these tools to manage creator collaborations transparently within the platform’s guidelines.
2. Ensure Influencers Disclose Sponsored Content Properly
2.1 Visual Disclosure Must Be Immediate and Clear:
Influencers must include “广告” (advertisement) or “品牌合作” (brand collaboration) prominently—usually within the first three seconds of a video or in the caption’s first line.
2.2 Avoid ‘Soft Promotion’ Loopholes:
Hidden sales messaging or fake testimonials without labels are now punishable under both advertising and consumer protection laws. Always pre-approve influencer scripts and post designs.
3. Understand Category-Specific Restrictions
3.1 Special Compliance for Sensitive Industries:
Products like baby food, cosmetics, healthcare, supplements, and education services are tightly regulated. Claims must be factual, and some categories are prohibited from influencer promotion entirely.
3.2 Regulatory Approval Required for Some Products:
Items like OTC drugs, medical equipment, or whitening products may require additional permits or disclaimers in influencer content.
4. Vet and Contract Influencers Rigorously
4.1 Due Diligence Before Engagement:
Run background checks using local SaaS KOL tools like ParkLu, KAWO, or iFanr. Assess follower authenticity, prior collaborations, and past content bans.
4.2 Legal Contracts Are a Must:
Every campaign should include a signed contract outlining deliverables, payment terms, content disclosure, usage rights, and responsibilities for regulatory compliance.
5. Track, Archive, and Report All Campaign Data
5.1 Keep Campaign Logs and Screenshots:
In case of audits or disputes, brands should archive all influencer content, approval communications, and performance data—including engagement metrics and timestamps.
5.2 Post-Campaign Reports Support Transparency:
Provide documentation showing you’ve taken reasonable steps to comply with China’s marketing laws. This demonstrates good faith in the eyes of regulators and platforms alike.
Case Study: Australian Wellness Brand Uses Contract Clause to Resolve Compliance Dispute
An Australian vitamin company launched an influencer campaign on Bilibili. After content was flagged for misleading health claims, the brand activated a compliance clause in the influencer contract requiring immediate removal and content revision. Thanks to the clear agreement, the brand avoided penalties, preserved platform trust, and re-ran the campaign successfully with updated messaging.
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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