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Introduction
China’s digital ad market is vibrant but operates under strict and fast-evolving regulatory oversight. For overseas brands, understanding these rules is not optional—it’s critical to ensure campaign longevity and avoid account suspensions. This article highlights key digital advertising compliance practices across Chinese platforms and what brands need to implement before launch.
1. Understand China’s Advertising Law Framework
1.1 Claims Must Be Scientifically Proven
Brands cannot claim product superiority, exclusivity, or effectiveness without verified certifications. This is especially relevant for health, beauty, and infant products, where words like “safe,” “organic,” or “best” are routinely flagged.
1.2 Avoid Use of Superlatives and Guarantees
Phrases like “No.1 brand,” “100% safe,” or “instant results” are high-risk. Regulators see them as misleading unless officially registered, and such ads may be pulled immediately upon detection.
2. Platform Policy Alignment and Review Triggers
2.1 WeChat Mini-Program Rules
All WeChat mini-program e-commerce ads must comply with Tencent’s internal compliance team, including mandatory disclosures, real-name certification, and proof of product origin.
2.2 Tmall and JD KOL Ad Restrictions
When KOLs are used in ad creatives on Tmall or JD, their real identity and contract must be registered with the platform. Ads that feature non-certified influencers may be removed.
3. Transparency and Legal Information Disclosure
3.1 Product Traceability Links
On regulated categories such as food or personal care, it is recommended to add QR codes linking to production origin, license details, or quality inspection reports. This boosts approval rate and trust.
3.2 Legal Disclaimers in Visual Ads
On platforms like Douyin, short-form video ads for supplements or skincare must include on-screen disclaimers (e.g., “results may vary,” “for general wellness only”) during the first 3 seconds of playback.
4. Compliance with Cybersecurity and Privacy Laws
4.1 Ad Targeting Within Legal Boundaries
PIPL requires platforms and advertisers to gain consent before collecting behavioral or location data. Dynamic creatives that use retargeting must provide users an opt-out option within the ad.
4.2 Overseas Data Transfer Bans
If your SaaS platform collects analytics in China, ensure data is stored locally or transferred via a certified cross-border data framework. Non-compliance can trigger service bans.
Case Study: Korean Skincare Brand Navigates Tight Douyin Ad Guidelines
A Korean skincare brand faced consistent video ad takedowns on Douyin due to non-compliant language and lack of disclaimers. By collaborating with a China-localized legal team, they rewrote their product descriptions, added licensed dermatologist footage, and inserted compliant subtitles. Not only did Douyin approve the ads within 36 hours, but the brand saw a 23% increase in ad engagement thanks to improved consumer trust.
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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