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Introduction
With over a billion internet users and thriving platforms like WeChat, Douyin, and Xiaohongshu, China offers massive opportunities for overseas brands. However, success on these platforms requires more than great content—it demands compliance. Navigating China’s complex content regulations is essential to avoid takedowns, fines, or even bans. This article outlines the major rules overseas brands need to follow to stay compliant and build lasting digital visibility.
1. Overview of China’s Key Content Regulations
1.1 Cybersecurity Law and Personal Data Protection
China’s Cybersecurity Law, alongside the Personal Information Protection Law (PIPL), requires brands to obtain consent before collecting user data via social platforms. If you’re running a WeChat Mini Program or using cookies in Weibo campaigns, transparency is mandatory.
1.2 Advertising Law and Prohibited Claims
The Advertising Law prohibits false advertising, exaggerated claims, and unlicensed testimonials. Overseas brands must avoid phrases like “100% effective” or “top in the world” unless backed by licensed evidence—and even then, they must be approved.
2. Platform-Specific Content Rules
2.1 WeChat and Mini Program Compliance
WeChat requires Mini Programs and official accounts to register with a Chinese business license or a verified third-party partner. Content must be original, non-political, and non-sensitive. Ads or product descriptions flagged as “vulgar” or “misleading” may be restricted.
2.2 Douyin and Kuaishou Restrictions
Short-video platforms enforce strict review mechanisms. Algorithms screen for politically sensitive content, excessive cleavage, medical claims, or “low taste” humor. Brands must ensure that influencer collaborations follow content decency guidelines and avoid algorithmic suppression.
3. Working with Influencers Under Legal Guidelines
3.1 KOLs Must Be Registered with MCNs
For legal protection, work only with influencers managed by licensed MCNs (multi-channel networks). This ensures that all deliverables, platform taxes, and advertising disclosures meet government expectations.
3.2 Mandatory Advertising Disclosures
Influencers must clearly mark sponsored posts or livestreams with terms like “广告” (advertisement). Failure to do so may lead to penalties for both the influencer and the sponsoring brand.
4. Intellectual Property and Cultural Sensitivity
4.1 Respecting IP in Social Posts
Brands must not use unlicensed music, visuals, or quotes—especially in video campaigns. Chinese platforms like Bilibili and Douyin monitor copyright claims rigorously.
4.2 Cultural & Political Awareness
Avoid content that references politically sensitive topics, religion, or historical events. Even inadvertent missteps can lead to boycotts or permanent bans. Always localize creative materials with guidance from experienced China-based teams.
5. Tools and SaaS Solutions for Compliance Monitoring
5.1 Content Moderation Tools
Use SaaS-based tools like Qiniu or Alibaba Cloud’s Content Review API to scan images, videos, and text for prohibited keywords and sensitive elements before publishing.
5.2 Real-Time Risk Alerts
Compliance dashboards like PingWest and KAWO offer real-time monitoring of content performance and warnings if any material is flagged or removed.
Case Study: German Wellness Brand Avoids Content Ban Through SaaS Oversight
A German wellness supplement company planned a Douyin ad campaign promoting its sleep aids. To avoid violation, the team integrated Alibaba Cloud’s API to pre-screen video content for sensitive language. They also partnered with a licensed MCN to ensure their KOL disclosed sponsorships clearly. The result: the campaign passed Douyin’s audit without delays and saw 2.5x higher engagement due to clean compliance and trustworthy messaging.
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!
