(Source: https://pltfrm.com.cn)
Introduction
China’s advertising landscape is highly regulated, and overseas brands need to adapt strategies to comply with local policies. Missteps can result in fines, content removal, or reputational damage. This article highlights advertising guidelines, digital best practices, and case studies to help overseas brands achieve compliant marketing in China.
1. Regulatory Framework for Advertising
1.1 Government Oversight
Explanation: The State Administration for Market Regulation (SAMR) governs advertising content in China.
Action: Ensure campaigns align with government regulations before launch.
Result: Reduces risk of legal intervention and protects brand credibility.
1.2 Industry-Specific Restrictions
Scope: Certain industries, such as healthcare or infant products, have stricter advertising rules.
Example: Ads cannot exaggerate efficacy or make misleading claims.
Benefit: Compliance avoids fines and strengthens consumer trust.
2. Online Platform Compliance
2.1 Social Media Advertising
Requirement: Platforms such as Douyin and WeChat require pre-approval for certain campaigns.
Tip: Collaborate with platform-certified agencies for content approval.
Outcome: Ensures faster ad rollout and higher engagement.
2.2 Search Engine Marketing
Implementation: Baidu PPC campaigns must follow strict keyword restrictions.
Strategy: Avoid prohibited terms and focus on localized, compliant messaging.
Impact: Maximizes ROI while remaining within regulatory boundaries.
3. Influencer Marketing and KOL Collaborations
3.1 Contract Transparency
Guideline: Clearly define deliverables, content requirements, and compliance standards in KOL contracts.
Tool: Use legal counsel to draft contracts according to Chinese regulations.
Result: Minimizes disputes and ensures campaign adherence.
3.2 Content Supervision
Action: Monitor influencer posts for regulatory compliance.
Benefit: Protects brand reputation and avoids fines.
Case Study: A Scandinavian skincare brand partnered with a leading KOL on Xiaohongshu while adhering strictly to content regulations, resulting in a 40% increase in brand engagement without content removal incidents.
4. Promotional Campaign Restrictions
4.1 Sweepstakes and Contests
Requirement: All promotions must comply with Chinese lottery and contest regulations.
Actionable Insight: Clearly communicate terms and obtain necessary approvals.
Benefit: Drives engagement safely and legally.
4.2 Discount Advertising
Tip: Ensure discounts and price promotions are genuine and clearly displayed.
Example: Misleading discounts can trigger fines and erode consumer trust.
Conclusion
Adhering to advertising rules in China is essential for overseas brands to maintain credibility, achieve engagement, and grow market share. Proactive compliance, platform-specific knowledge, and strategic planning enable brands to thrive without regulatory setbacks.
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
