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Introduction
In 2025, China’s stringent online advertising regulations demand careful compliance to avoid penalties and ensure smooth market entry for overseas brands. With intensified enforcement by SAMR and evolving laws like the Advertising Law and PIPL, understanding key rules is essential for protecting consumer rights and maintaining campaign integrity. This article outlines critical compliance aspects for online ad compliance in China, providing actionable strategies to mitigate risks and achieve effective localization.
- Core Principles of China’s Advertising Law
1.1 Truthfulness and Substantiated Claims Evidence-Based Advertising: All claims in digital ads must be backed by verifiable data, avoiding superlatives like “best” or “ultimate” without proof. This prevents misleading consumers, with platforms auto-rejecting unsubstantiated content. Overseas brands should prepare lab reports or certifications in advance to support product benefits. No Exaggerated Promises: Prohibit absolute terms that imply guarantees, especially in health or beauty sectors. Clear disclaimers enhance transparency, reducing rejection risks. Regular audits of ad copy ensure alignment with SAMR guidelines.
1.2 Protection of Minors and Vulnerable Groups Age-Restricted Content: Ban ads for certain products like alcohol or cosmetics targeting minors, with strict limits on child-focused imagery. Platforms enforce this via AI scans, protecting young users’ well-being. Brands adapt creatives to general audiences for broader approval. Ethical Messaging: Avoid content exploiting vulnerabilities, ensuring respectful portrayals. This builds trust and complies with cultural sensitivity requirements. Training teams on these nuances prevents violations.
- Personal Data and Privacy Compliance (PIPL Integration)
2.1 Consent for Targeted Advertising Explicit User Consent: Obtain clear opt-ins for personalized ads using device IDs or behavioral data under PIPL. This applies to retargeting and programmatic campaigns. Transparent notices explain data use, fostering compliance. Anonymized Alternatives: Shift to interest-based segmentation where possible to minimize sensitive data handling. SaaS tools with built-in consent management streamline processes. Overseas brands appoint local representatives for oversight.
2.2 Data Security in Ad Tech Secure Handling Practices: Use China-based servers for data storage to align with cross-border transfer rules. Regular security assessments prevent breaches. This ensures uninterrupted campaigns amid heightened scrutiny. Minimal Data Collection: Limit tracking to essentials, documenting purposes clearly. Audits and PIPL-compliant policies safeguard against fines. Partnering with verified platforms enhances reliability.
- Platform-Specific Rules and Labeling
3.1 Clear Ad Identification Mandatory Labeling: Mark all ads distinctly as “advertisement” or with platform-specific tags, including one-click close for pop-ups. Enforcement guidelines provide exemptions but emphasize transparency. This avoids consumer confusion and platform removals. Native and Influencer Ads: Disclose sponsored content explicitly in KOL posts or soft ads. Platforms require declarations to maintain identifiability. Brands train influencers on these standards for seamless approvals.
3.2 Prohibited Content and Formats Restricted Categories: Certain sectors like medical devices require pre-approval, with bans on misleading health claims. Review creatives against prohibited lists annually. Compliance checklists reduce rejection rates significantly. Cultural and National Sensitivity: Avoid references to national symbols or divisive topics. Respectful visuals align with social stability principles. Localized reviews catch potential issues early.
- Ad Registration and Archiving Obligations
4.1 Pre-Launch Registration Government System Filing: Register materials on official platforms before launch, especially for sensitive industries. Non-compliance leads to rapid takedowns. Agencies handle submissions efficiently for overseas brands. Archive Maintenance: Retain records for at least three years, including algorithmic parameters. This prepares for inspections and supports audits. Digital tools automate archiving for accuracy.
4.2 Keyword and Competitive Practices Fair Keyword Use: Under updated Anti-Unfair Competition Law, avoid hidden bids on competitor trademarks. Audit strategies to prevent confusion claims. Ethical practices sustain long-term visibility. Transparent Bidding: Focus on own-brand keywords with clear positioning. Monitoring tools track compliance in real-time. This optimizes spend without regulatory risks.
Case Study: Successful Localization for an Australian Nutrition Brand
An Australian nutrition supplement brand faced initial ad rejections due to unsubstantiated claims. By revising creatives with evidence-backed statements, obtaining explicit consents for targeting, and pre-registering all materials, while clearly labeling influencer partnerships on Douyin and WeChat, they achieved full compliance. This resulted in a 50% increase in approved campaigns and 35% higher engagement within the first quarter.
Conclusion
Adhering to online ad compliance in China involves mastering truthfulness, privacy protections, clear labeling, and registration processes amid 2025’s rigorous enforcement. Overseas brands that prioritize these elements with proactive strategies can launch secure, impactful campaigns that resonate locally and drive sustainable growth.
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
