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For overseas brands looking to enter the Chinese market, understanding and adhering to local advertising regulations is crucial. Here’s a guide to the essential aspects of advertising compliance in China.
1. Adherence to Local Laws
Understanding and complying with local advertising laws is fundamental.
- Regulatory Bodies: Familiarize yourself with key regulatory agencies such as the State Administration for Market Regulation (SAMR) and the National Radio and Television Administration (NRTA). These bodies oversee advertising practices and enforce compliance.
- Advertising Law: Ensure that your advertisements comply with China’s Advertising Law, which includes regulations on truthfulness, non-deceptive content, and protection of consumer rights.
2. Restrictions on Content
Certain content restrictions must be adhered to.
- Prohibited Content: Avoid content that violates regulations on health claims, political issues, or religious matters. China has strict rules against ads promoting tobacco, alcohol, and other restricted products.
- Sensitive Topics: Steer clear of content that may be considered politically sensitive or socially controversial. Understanding what is considered sensitive can prevent potential issues and fines.
3. Compliance with Platform Policies
Each advertising platform in China has its own set of guidelines.
- Platform-Specific Rules: Different platforms like WeChat, Baidu, and Douyin have unique advertising policies. Make sure your content aligns with the specific rules of each platform to avoid ad rejection or account suspension.
- Ad Formats and Specifications: Ad formats and specifications may vary across platforms. Adhering to these specifications ensures your ads are approved and displayed correctly.
4. Intellectual Property Rights
Protecting intellectual property is crucial in the advertising sector.
- Trademark and Copyright: Ensure that your ads do not infringe on existing trademarks or copyrights. Unauthorized use of intellectual property can lead to legal disputes and damage your brand’s reputation.
- Proper Licensing: Use licensed images, music, and other content in your advertisements. Proper licensing helps avoid legal complications and ensures compliance with intellectual property laws.
Case Study: International Brand’s Success with Compliance
An international beauty brand faced challenges with ad compliance on Chinese social media platforms. By working with local legal experts to ensure adherence to platform policies and local laws, the brand successfully launched its campaign with a 25% increase in engagement and avoided fines for non-compliance.
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! info@pltfrm.cn
