(Source: https://pltfrm.com.cn)
Introduction
Running digital ads in China isn’t just about creativity and targeting—it’s also about staying compliant with one of the world’s most tightly regulated online environments. From content restrictions to platform-specific approvals, overseas brands must understand the evolving legal and policy frameworks that shape digital marketing in China. In this article, we break down key regulatory areas and offer actionable tips for brands to remain compliant while still driving impact.
1. Content Compliance Under Chinese Advertising Law
1.1 Prohibited Content Categories
Ads must not include content that is false, exaggerated, or misleading. Claims about product efficacy (especially in food, medicine, cosmetics) must be backed by regulatory certifications or face fines.
1.2 Sensitive Keywords & Political Red Lines
Avoid references to government, national symbols, historical events, or controversial social issues. Even indirect mentions can trigger removal or bans, especially on platforms like Weibo and Douyin.
2. Platform-Specific Review Mechanisms
2.1 Manual Review by Platform Moderators
Platforms like Xiaohongshu and WeChat have stringent pre-release ad review systems. Submissions can be delayed or rejected if content contains banned keywords, or even emojis that imply luxury claims.
2.2 Variable Approval Timelines
While Alibaba’s platforms may approve ad creatives in under 24 hours, WeChat and Douyin may take up to 2–3 business days for approval—requiring timeline planning for ad campaigns.
3. Legal Identity & Licensing Requirements
3.1 ICP and Business License Registration
To launch ads via Chinese platforms, brands typically need to submit an ICP (Internet Content Provider) filing or partner with a local entity who holds one. Ads without this may be rejected.
3.2 Cross-Border Brand Disclosures
Overseas brands must clearly identify the business entity in their ad copy or landing page. Failure to do so can trigger consumer complaints or get flagged during compliance checks.
4. Data Collection and Retargeting Restrictions
4.1 Personal Data Usage Limits
While WeChat and Tmall enable retargeting, data collection must comply with the Personal Information Protection Law (PIPL). User consent must be clear, visible, and logged.
4.2 Prohibition of Third-Party Data Exchange
Using external DMPs or buying consumer data for ad targeting is strictly prohibited. All retargeting must occur within platform-approved channels only.
Case Study: European Supplement Brand Avoids Penalty With Smart Localization
A European nutrition brand promoting supplements on WeChat encountered repeated ad rejection due to “overclaiming” health benefits. Their agency restructured copy to reference general wellness instead of specific outcomes and removed medical-style visuals. They also updated landing pages to display CFDA registration numbers. The result: approval within 24 hours, zero rejections moving forward, and a 45% lower ad rejection rate compared to their earlier campaigns.
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!
info@pltfrm.cn
www.pltfrm.cn
