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Introduction
With China’s digital ad market booming in 2025, compliance has become a cornerstone for overseas brands to avoid disruptions and build trust. Updated regulations emphasize transparency, data protection, and fair practices, enforced more vigorously than ever. Explore vital guidelines for online ad compliance in China to safeguard campaigns and maximize effectiveness in this regulated environment.
- Avoiding Prohibited and Restricted Content
1.1 Banned Claims and Superlatives No Absolute Language: Eliminate terms like “national level” or “100% effective” unless proven, per Advertising Law updates. Platforms reject such ads instantly. Brands compile evidence dossiers for approvals. Sector-Specific Bans: Pre-approve medical or financial ads, avoiding direct health cures. Specialized reviews ensure suitability. This prevents fines and enhances credibility.
1.2 Respecting Cultural Norms National Symbol Restrictions: Never use flags, anthems, or emblems in promotions. Guidelines stress dignity and stability. Cultural audits refine creatives accordingly. Inclusive Representation: Avoid discriminatory portrayals, promoting positive values. Diverse testing gathers feedback for alignment. This strengthens brand perception locally.
- Data Privacy and Targeting Rules
2.1 PIPL-Driven Consent Mechanisms Informed Opt-Ins: Require separate consents for personalized ads, detailing data usage. Cookie banners and forms facilitate this. Compliance tools track consents reliably. Cross-Border Considerations: Appoint domestic entities for data handling oversight. Security assessments enable safe transfers. Overseas brands navigate this seamlessly with experts.
2.2 Minimal and Secure Data Use Purpose Limitation: Collect only necessary data for ad delivery, anonymizing where feasible. This reduces exposure under PIPL. Regular purges maintain cleanliness. Breach Response Plans: Prepare notification protocols for incidents. Proactive measures build resilience. Training ensures team readiness.
- Influencer and Livestream Compliance
3.1 Disclosure in Sponsored Content Clear Sponsorship Marks: Label KOL posts as ads, with authentic endorsements only. Platforms mandate visibility. Contracts enforce disclosures consistently. Livestream Regulations: Apply ad rules to live sales, marking promotions distinctly. Draft measures guide practices. Rehearsals confirm compliance.
3.2 Endorser Responsibility Personal Experience Requirement: Influencers must genuinely use products for claims. Verification processes uphold this. Audits prevent false testimonials. This fosters authentic connections.
- Enforcement and Penalty Mitigation
4.1 Monitoring and Self-Audits Regular Compliance Checks: Use internal reviews and tools to scan for violations. This preempts SAMR actions. Updates track regulatory changes. Cooperation with Authorities: Maintain open channels for inquiries. Quick responses minimize impacts. Documentation supports defenses.
4.2 Archiving and Record-Keeping Comprehensive Logs: Store ad details, including bids and targets, for three years. Automated systems ease management. This aids investigations and improvements.
Case Study: Compliance Overhaul for a European Cosmetics Brand
A European cosmetics brand encountered repeated ad blocks from exaggerated efficacy claims. Implementing evidence-based revisions, robust PIPL consent flows, clear labeling on Xiaohongshu influencers, and full pre-registration transformed their approach. Campaigns gained approval swiftly, yielding a 40% ROI boost and sustained platform access over six months.
Conclusion
Robust guidelines for online ad compliance in China center on prohibited content avoidance, privacy adherence, influencer transparency, and proactive enforcement preparation. By integrating these in 2025 strategies, overseas brands can execute risk-free campaigns that engage consumers ethically and deliver strong results.
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
