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In China, social media influencers are subject to strict disclosure requirements to ensure transparency and protect consumers from misleading advertising. Here’s what influencers and brands need to know:
Clear Identification of Sponsored Content
Influencers must clearly identify sponsored content to distinguish it from their regular posts. This can be done using hashtags, disclaimers, or other clear language.
Compliance with Advertising Laws
China’s advertising laws require influencers to comply with specific regulations regarding endorsements and product promotions to avoid legal repercussions.
Transparent Disclosure of Partnerships
Influencers should disclose their partnerships with brands, including the nature and extent of the collaboration, to maintain credibility with their audience.
Accurate Representation of Product Features
When promoting products, influencers must provide accurate information about the features, benefits, and potential drawbacks to avoid misleading consumers.
Regulatory Updates and Changes
Stay informed about updates and changes to the regulatory landscape in China, as non-compliance can result in penalties for both influencers and brands.
Use of Standardized Disclosure Language
Some platforms and regulatory bodies may provide standardized language for disclosures, which influencers should utilize to ensure consistency.
Avoiding Deceptive Practices
Influencers must avoid practices that could be considered deceptive, such as using fake followers or artificially inflating engagement metrics.
Education and Training for Influencers
Provide education and training for influencers on the importance of disclosure and the specific requirements they must follow.
Monitoring and Enforcement
Brands should actively monitor influencer content to ensure ongoing compliance with disclosure requirements and take corrective action if necessary.
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