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Introduction
China’s advertising market offers enormous potential—but it comes with a strict regulatory framework. The consequences of violating ad laws range from takedowns to fines and long-term brand reputation damage. For overseas brands entering the Chinese digital space, understanding and complying with local advertising regulations is non-negotiable. This article outlines key compliance requirements and practical steps to run lawful, effective campaigns in China.
1. Know the Core Regulations That Govern Ads in China
1.1 The Advertising Law of the PRC (2021 Revision):
This law sets the foundation for all advertising activity in China. It prohibits misleading claims, exaggeration, use of superlatives like “best” or “most advanced,” and promotes transparency in commercial messaging.
1.2 Personal Information Protection Law (PIPL):
China’s version of GDPR, PIPL regulates how consumer data is collected, stored, and used in targeting or personalization. Ads must respect user consent and avoid unauthorized tracking across platforms.
2. Avoid Common Legal Pitfalls in Ad Copy and Design
2.1 Ban on Absolute Terms:
Terms like “only,” “number one,” “guaranteed” or “permanent” are prohibited unless officially substantiated and approved. For example, a SaaS ad cannot claim “China’s top team collaboration tool” without verifiable documentation.
2.2 Restrictions on Sensitive Categories:
Sectors like healthcare, education, finance, and infant products face stricter scrutiny. For instance, before-and-after comparisons in cosmetic ads or exaggerated academic claims in tutoring ads are often flagged.
3. Comply With Platform-Level Ad Approval Systems
3.1 Pre-Launch Review Processes:
Platforms like Baidu, Tencent, and Douyin have automated and manual ad review systems. Ads are rejected if they include improper wording, illegal promotions, or unauthorized visuals (like foreign celebrities without IP rights).
3.2 Licensing and Verification:
Brands must upload business licenses and ICP filings. For regulated products (e.g., medical devices or nutritional supplements), proof of Chinese regulatory approval (such as CFDA certification) is often mandatory before campaign approval.
4. Practice Ethical Targeting and Data Handling
4.1 Transparent User Consent:
Explicit opt-in is required for any personalized ad experience. Avoid dark patterns like pre-checked boxes or hidden data collection in WeChat Mini Programs or Douyin trials.
4.2 Avoid Invasive Retargeting Tactics:
Cross-platform profiling without user consent is illegal. Work with platform-native tools and approved audience packages instead of trying to stitch user profiles together externally.
5. Monitor and Document Ad Compliance Internally
5.1 Maintain Audit Trails:
Keep records of copywriting, media files, influencer briefs, and ad spend reports for at least three years. These may be required if an investigation or platform dispute arises.
5.2 Partner With Local Legal Advisors:
Before running large-scale campaigns or influencer deals, consult with China-based advertising lawyers or compliance consultants. Many fines result from technical missteps, not deliberate violations.
Case Study: A European Nutritional Brand Avoids Fines With Early Legal Review
A European supplements brand planned a major campaign for Chinese e-commerce platforms. Their first creative concept included before-and-after visuals and “fast-acting” claims. After consulting a local compliance team, the creative was revised with more neutral messaging, clinical disclaimers, and customer quotes. The final campaign passed approval on both Tmall and Douyin without issues and achieved over 12,000 orders during the 618 shopping festival—proving that compliance doesn’t have to mean compromise.
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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