(Source: https://pltfrm.com.cn)
Introduction
As personalized advertising powers much of China’s digital ecosystem, strict data protection rules under PIPL and related laws have reshaped how overseas brands collect and use consumer information. Balancing effective targeting with ironclad privacy compliance is now critical to campaign success and brand safety.
1. Obtaining Valid Consent for Data Usage
1.1 Separate Consent for Sensitive Processing Explicit Approval: Biometric, location, or health-related targeting requires standalone, informed consent—not bundled in terms of service. Easy Withdrawal: Users must be able to revoke permission at any time without hassle.
1.2 Minimal and Purpose-Limited Collection Necessity Principle: Only gather data strictly needed for the advertised purpose; excess collection violates PIPL.
2. Personalized Advertising Safeguards
2.1 Opt-Out for Algorithmic Recommendations Mandatory Choice: Every targeted ad campaign must offer simple ways to disable profiling-based delivery. Transparency Reports: Explain in plain language how decisions are made when using automated tools.
2.2 Impact Assessments for High-Risk Activities PIPIA Requirement: Conduct and document personal information protection impact assessments before large-scale profiling campaigns.
3. Cross-Border Data Transfer Compliance
3.1 Security Reviews for Overseas Processing Mandatory Assessments: Transferring Chinese user data abroad often requires CAC approval or certification. Localization Options: Many brands store advertising data within China to simplify compliance.
4. Archiving and Breach Response Protocols
4.1 Three-Year Retention Comprehensive Records: Keep detailed logs of consent, targeting logic, and ad delivery for regulatory scrutiny. Rapid Notification: Report significant breaches within strict timelines to avoid compounded penalties.
Case Study: A European Luxury Fashion House on Xiaohongshu
A prestigious European fashion brand used Xiaohongshu for personalized style recommendations. By implementing granular consent pop-ups, providing one-click profiling opt-outs, conducting pre-launch PIPIAs, and localizing data storage, the campaign delivered highly relevant content while achieving full compliance and strong consumer goodwill.
Conclusion
Data-driven campaigns thrive in China when privacy is treated as a competitive advantage. Overseas brands that embed robust consent mechanisms and transparent practices not only meet legal standards but also earn deeper consumer loyalty in a privacy-conscious market.
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!
