(Source: https://pltfrm.com.cn)
Introduction
The advertising approval process in China is a critical step for international brands looking to launch campaigns in the country. This article outlines the key steps and requirements to navigate the approval process effectively and ensure that ads are compliant with Chinese regulations.
1. The Role of Government Authorities
1.1 National and Local Regulations
Advertising in China is subject to both national and local regulations. While the State Administration for Market Regulation (SAMR) oversees nationwide standards, each province may have additional rules that brands must adhere to. Brands should understand both layers of regulation to avoid penalties.
1.2 Application Process for Approval
Before launching an advertisement, brands may need to submit their ad for approval by local authorities. This approval process ensures that ads meet the required standards for content, truthfulness, and cultural sensitivity.
2. Advertising on Social Media Platforms
2.1 Platform-Specific Approvals
Major platforms like WeChat and Douyin require advertisers to go through a verification and approval process before running ads. Each platform has its own criteria for ad approval, including guidelines on content, design, and the targeting of specific demographics.
2.2 Paid Promotions with Influencers
Influencer marketing is a significant aspect of advertising in China, but it comes with additional regulatory requirements. Brands need to ensure that influencers are compliant with the Advertising Law of the People’s Republic of China, including proper disclosures for paid endorsements.
3. Creative and Content Restrictions
3.1 Ethical Advertising Standards
Advertising in China must adhere to strict ethical standards, including not promoting unhealthy lifestyles or behaviors. For example, ads promoting excessive drinking or gambling are banned. Brands must also avoid stereotypes or any content deemed offensive to local customs.
3.2 Use of Celebrity Endorsements
China has specific regulations regarding the use of celebrity endorsements in advertising. Brands must ensure that any celebrity used in their ads has the proper clearance from the local authorities. Additionally, the use of celebrities with controversial backgrounds can result in fines or public backlash.
4. Advertising in Different Industries
4.1 Specific Requirements for Health Products
Health and wellness products are subject to strict advertising guidelines in China. Brands in these industries must ensure that their claims are substantiated by local medical authorities, and all advertisements must include necessary disclaimers about potential side effects or usage instructions.
4.2 Advertising for Financial Products
Financial products, such as insurance or investment schemes, must comply with specific rules set by the China Banking and Insurance Regulatory Commission (CBIRC). These ads are highly scrutinized, and non-compliance can result in significant fines or sanctions.
Case Study: BMW’s Compliance with Chinese Advertising Laws
BMW has consistently navigated the complex advertising landscape in China by adhering to all local guidelines. For example, when launching campaigns on platforms like Weibo, BMW worked with local agencies to ensure that all content met the approval standards for celebrity endorsements and brand messaging. This careful approach helped BMW maintain its brand reputation while avoiding legal issues.
Conclusion
Successfully navigating China’s advertising approval process requires careful planning, local knowledge, and a clear understanding of regulatory standards. Brands that work within the established frameworks can launch successful campaigns that resonate with Chinese consumers and avoid potential pitfalls.
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!
