(Source: https://pltfrm.com.cn)
Introduction
China’s advertising landscape is fast-growing—and highly regulated. For overseas brands, understanding and complying with local ad rules is essential to avoiding take-downs, penalties, or worse, being blacklisted by platforms. This article explores how brands can operate effectively under China’s digital ad restrictions while still running high-performing campaigns.
1. Understanding Platform-Specific Regulations
1.1 Douyin, WeChat, and Xiaohongshu
Each platform has its own ad guidelines—Douyin restricts content with exaggerated claims, while Xiaohongshu emphasizes authenticity and bans paid content without proper disclosures. WeChat is cautious with anything politically sensitive or overly sexualized.
1.2 Built-in Review Systems
Chinese platforms have pre-launch ad review systems. Brands must account for this approval delay and ensure creatives follow legal guidelines on phrasing, imagery, and product categories.
2. Language and Cultural Red Lines
2.1 Avoiding Sensitive Topics
Ad copy must avoid political references, religious themes, and content that could be seen as damaging to national dignity or public morality.
2.2 Claim Restrictions
Phrases like “most effective,” “guaranteed,” or “100% safe” are often flagged unless backed by licensed third-party certification. Health, finance, and education sectors are especially sensitive.
3. Using Certified Advertisers and Local Licenses
3.1 ICP & Business Licenses
To advertise in China, a local entity with an ICP (Internet Content Provider) license is often required. Many overseas brands work through official partners or third-party agencies that already hold licenses.
3.2 Ad Account Verification
Platforms like Baidu and Tencent require advertiser verification—including business registration, product category documentation, and brand authorization letters for resellers.
4. Tools for Monitoring and Adjustment
4.1 Compliance SaaS Tools
There are SaaS-based content checkers that pre-screen copy for regulatory red flags, reducing the chance of campaign rejection. These are useful for rapid iteration.
4.2 Platform Dashboard Alerts
Major platforms provide alerts on rejected creatives, reasons for take-downs, and even suggestions for adjustment—allowing advertisers to update and resubmit quickly.
Case Study: A Health Supplement Brand Adapts to Compliance Rules
A US-based supplement brand entering China faced repeated rejection of its ads for “immune-boosting” claims. After consulting a local agency, it restructured its product positioning around “daily vitality” and added a government-approved certification badge to its landing page. The ad was approved and ran successfully across Douyin and WeChat, doubling its ad CTR compared to its previous non-compliant version.
Conclusion
Ad restrictions in China are strict but navigable. By understanding local sensitivities, complying with platform-specific guidelines, and leveraging verified local partners or SaaS compliance tools, overseas brands can run effective and risk-free campaigns in China’s digital 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!
