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Introduction
In China’s digitally sophisticated but tightly regulated advertising environment, compliance is not just about avoiding penalties—it’s about building sustainable market presence. From language restrictions to platform policies, brands must navigate a maze of legal and procedural standards. This article outlines how overseas companies can stay compliant while promoting their products across China’s top digital platforms like WeChat, Douyin, and Baidu.
1. Understand China’s Three-Tier Regulatory System
1.1 National Advertising Law:
This law regulates content standards, truthfulness, and user protection. It applies to all formats—print, video, digital—and enforces severe penalties for false or exaggerated claims.
1.2 Industry-Specific Guidelines:
Sectors such as pharmaceuticals, finance, cosmetics, and education are governed by additional rules issued by government agencies like SAMR and MIIT. Brands in these industries must secure pre-approval before running ads.
1.3 Platform-Specific Terms:
Each ad platform enforces its own rules that reflect broader national law. Douyin, for example, prohibits influencer-led product endorsements without disclosure and blocks promotional links unless verified.
2. Avoid Legal Red Flags in Ad Messaging
2.1 No Absolute or Comparative Language:
Avoid “No.1 in China,” “the best,” or even “most effective.” Unless backed by third-party audits registered in China, these phrases are considered illegal advertising claims.
2.2 Claims Must Be Verifiable:
Even softer claims—like “trusted by millions”—must be supported by factual evidence (user base, official data, survey results). For SaaS brands, use metrics like “Used by over 3,000 enterprise teams” only if documented.
3. Respect Privacy and Data Rules in Ad Targeting
3.1 Adhere to the Personal Information Protection Law (PIPL):
PIPL requires informed user consent for all tracking and personalization. Platforms like Tencent and Baidu now enforce this at DSP level, rejecting ads without compliant consent practices.
3.2 Avoid Excessive Retargeting:
Cross-platform tracking or pushy remarketing can violate user rights. Use built-in audience targeting tools from WeChat, Douyin, or Alibaba rather than aggregating third-party data from unofficial sources.
4. Prepare Required Documentation Before Launch
4.1 Core Licenses and Filings:
Brands must provide their Chinese business license, ICP (Internet Content Provider) filing, and, where applicable, product-specific permits (e.g., CFDA, food safety certification).
4.2 Influencer and Livestreaming Compliance:
If working with KOLs, contracts must include content approval clauses and disclosure obligations. Platforms now flag non-compliant influencer ads and may suspend brand accounts.
5. Build a Compliance Review Process Internally
5.1 Pre-Flight Legal Checks:
Before publishing ad campaigns, create a checklist with legal counsel or platform specialists to review copy, landing pages, creative assets, and influencer materials.
5.2 Staff Training on Local Ad Law:
Educate your marketing team—especially content creators and media buyers—on what’s prohibited. Empower them to flag risk before legal trouble arises.
Case Study: A U.S. B2B SaaS Brand Secures Full Ad Approval With Local Expertise
A U.S.-based software provider planned to launch lead generation ads via WeChat and Baidu. Before rollout, the company partnered with a Shanghai-based legal consultant to vet all content. Adjustments included removing “fastest” claims, translating legal disclaimers into simplified Chinese, and restructuring user opt-in flows. As a result, the campaign passed all platform audits and yielded 1,800 enterprise leads in two months—with no rejections or takedowns.
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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