(Source: https://pltfrm.com.cn)
Introduction
Advertising in China presents both opportunity and complexity. As one of the world’s largest digital markets, China is a must-win for overseas brands—but it’s governed by strict ad regulations that differ across regions, industries, and platforms. This article offers a practical guide to help brands scale their advertising efforts without crossing regulatory red lines.
1. Key Categories with Tighter Controls
1.1 Health, Finance, and Education
Industries like healthcare, financial services, and education are subject to intense scrutiny. Ads must avoid exaggerated benefits, provide official licensing documentation, and include mandatory disclaimers.
1.2 Cross-Border E-Commerce
Even imported products face restrictions. For instance, ads cannot mention disease treatment without SFDA approval. Claims about imported goods must match the product’s registration details in the China Customs database.
2. Regional and Language-Specific Variations
2.1 Different Rules in Tiered Cities
What’s accepted in Shanghai may be flagged in smaller cities. Local government policies can influence ad restrictions, especially around sensitive topics such as real estate or public health.
2.2 Simplified Chinese Nuance
Tone and terminology must be adjusted for the mainland audience. Misuse of idioms or phrases that appear boastful or ambiguous can result in rejection, even if the original intent was neutral.
3. Ensuring Legal Clarity in Influencer and Sponsored Content
3.1 KOL Disclosure Compliance
Chinese platforms require clear labeling of paid content. Phrases like “#ad” or “合作推广” (sponsored collaboration) must be included. Hidden promotions risk being removed or penalized.
3.2 Contracts and Responsibility
Brands are held liable for influencer posts promoting their products. Work with verified creators and agencies who understand advertising compliance—and build review checkpoints into your campaign workflow.
4. Safeguarding with Platform and SaaS Support
4.1 Platform Compliance Portals
WeChat, Douyin, and Bilibili each provide brand portals with compliance guidance. These are regularly updated and often include examples of banned phrases, imagery, or formats.
4.2 Compliance SaaS Integrations
SaaS solutions now offer content pre-screening against China’s ad database and platform-specific rules. These integrations can be embedded directly into your ad ops or content planning workflow for real-time review and compliance alerts.
Case Study: A Cosmetics Brand Navigates Ingredient Claims
A European cosmetics brand initially had its campaign pulled down for claiming “instant whitening” effects. After local consultation, the claim was changed to “visibly brightens skin over 7 days,” and product details were aligned with its CFDA registration. With this adjustment, their ads were approved across Douyin and Xiaohongshu, and the campaign achieved a 26% engagement lift in two weeks.
Conclusion
Compliance in China isn’t just about avoiding penalties—it’s a key part of long-term brand trust and growth. By understanding high-risk categories, aligning influencer campaigns with disclosure rules, and leveraging compliance tools, overseas brands can confidently scale their marketing operations in China.
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!
