(Source: https://pltfrm.com.cn)
Advertising in China is regulated by several laws and regulations to ensure consumer protection and fair competition. While the specific regulations and restrictions can vary based on the product or industry, here are some general guidelines and notable restrictions for certain products and industries:
General Guidelines:
- Misleading or false advertising is prohibited. This includes exaggerations that might mislead consumers regarding the quality, function, or origin of a product.
- Advertisements must not go against the social and public interests of China, which means they should not jeopardize the country’s traditions, security, or honor.
- Comparative advertising, where one product is directly compared to another competitor’s product, is generally not allowed.
- Ads must not exploit the image of the national flag, national emblem, or national anthem.
Healthcare & Pharmaceuticals:
- Medical and pharmaceutical ads must have approval from health authorities.
- Ads cannot claim a guarantee of efficacy or safety.
- The use of terms such as “best,” “most effective,” or “safe” is restricted.
Tobacco:
- Direct advertising of tobacco products is banned on radio, TV, newspapers, and magazines.
- Indirect advertising, like sponsoring events under a cigarette brand’s name, is also restricted.
Alcohol:
- Alcohol advertising is not allowed to target minors.
- Ads must not encourage excessive drinking.
- Claiming health benefits from drinking is prohibited.
Children’s Products:
- Children should not be portrayed in a manner that might place them in dangerous situations.
- Advertising directly to children, especially for products like junk food, is heavily scrutinized and might be restricted.
Financial Services:
- Ads for financial products and services must be accurate and not misleading.
- Certain high-risk investment opportunities may have restrictions on how they are advertised.
Real Estate:
- Real estate advertising must be accurate and not exaggerate potential returns or benefits.
Internet Advertising:
- All online ads must be clearly identifiable as advertisements.
- User data and privacy are crucial. Unauthorized collection of user data for targeted advertising is prohibited.
Celebrities & KOLs:
- If celebrities or influencers are used, they must personally use and believe in the efficacy and safety of the product they endorse.
- False endorsements or using influencers in a misleading way can lead to penalties.
It’s essential for advertisers to keep up with changes in regulations, as China’s advertising landscape is continuously evolving. Given the complexity, many foreign businesses collaborate with local advertising or legal firms to ensure compliance.
PLTFRM is an award-winning brand strategy firm that combines internationalization with Chinese localization and has successfully introduced well-known brands such as France’s BIC, the world’s largest disposable lighter brand manufacturer, Germany’s centuries-old coffee brand Melitta, and Chile Cherries to the Chinese. Search pltfrm for a free consultation!
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