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Introduction
With over 1.05 billion mobile internet users in China, mobile advertising is a crucial channel for market entry. Yet strict regulations govern what, how, and where ads can be displayed. For overseas brands, compliance isn’t just about legality—it’s key to ensuring long-term campaign success and platform approval. This article breaks down essential mobile ad rules every brand must follow when launching in China.
1. Follow Data Privacy and Consent Requirements
1.1 Explicit Consent for Personal Data Use:
Under China’s Personal Information Protection Law (PIPL), mobile ads must not collect or process personal data without user consent. This includes behavior tracking, location access, or cross-app identifiers.
1.2 Clear Opt-Out Options Are Mandatory:
Mobile apps must give users the ability to opt out of personalized advertising. Ads that auto-redirect without user input or fail to provide privacy options may be removed by app stores.
2. Abide by Ad Content Restrictions
2.1 Prohibited Topics and Claims:
Mobile ads cannot promote sensitive topics such as superstition, gambling, or unverified medical results. Avoid words like “the best,” “guaranteed results,” or exaggerated time-based promises.
2.2 Platform-Based Filters and Pre-Checks:
WeChat, Douyin, and Baidu have internal AI filters that block or restrict content that appears misleading or offensive. Brands should run internal reviews before submitting ad materials to these platforms.
3. Avoid Intrusive or Forced Mobile Ad Formats
3.1 Banned Formats Include Auto-Popups and Screen Hijacking:
The CAC prohibits mobile ads that disrupt user experience—such as auto-playing full-screen popups, countdown delays before skipping, or redirect links with no exit.
3.2 Ad Frequency and Placement Limits:
Platforms now enforce rules on ad density. For example, a mobile game app can’t show more than one ad every 3 minutes. Overexposure risks penalties or ad account suspension.
4. Ensure Proper Disclosures and Business Licensing
4.1 Licensing Requirements for Ad Publishers:
All mobile advertisers must have a valid Chinese business license or work through an authorized local agency. This is especially important for campaign approval on Tencent, Bytedance, or Alibaba-owned networks.
4.2 Ad ID and Disclosures in Sponsored Messages:
Sponsored posts must carry disclosure tags like “广告” (advertisement) in both text and metadata. Failing to include these may result in takedown or reduced exposure.
5. Prepare for Mobile Ad Audits and Real-Time Takedowns
5.1 Government and Platform Monitoring:
The Cyberspace Administration of China (CAC) monitors mobile ad platforms for compliance in real time. Regulators also conduct random audits, especially during sensitive times like political events or national holidays.
5.2 Emergency Response Plan:
Brands should establish a protocol to pause, edit, or remove non-compliant ads quickly. Working with a local partner ensures access to internal platform teams to resolve issues fast.
Case Study: U.S. Consumer Tech Brand Avoids Ban with Real-Time Content Fix
A U.S. wearable tech company launched a Douyin campaign that included a flash banner with motion-tracking claims. The ad was flagged within 24 hours for lacking scientific evidence. Working with its China-based ad agency, the brand swiftly updated the creative to comply with medical device guidelines, avoiding a formal ban and maintaining a 3.7% click-through rate across its mobile placements.
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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