In China, advertising laws emphasise consumer protection, intellectual property rights, and adherence to social and cultural norms. Here are some key points:
General Framework: Advertising activities in China must comply with several laws, including the Advertising Law of the People's Republic of China, Anti-Unfair Competition Law, and various regulations related to internet advertising.
False Advertising: China strictly prohibits false or misleading advertisements. Advertisers must substantiate their claims and ensure accuracy. Penalties for violations can include fines, bans, and criminal charges.
Celebrity Endorsements: Advertisements featuring endorsements must ensure that endorsers have used the endorsed products, and they share genuine opinions. Celebrities are held accountable for endorsing false advertising, with potential repercussions including fines and loss of credibility.
Special Goods and Services: Certain products, such as tobacco, pharmaceuticals, and health-related products, face stringent advertising restrictions. For example, pharmaceuticals cannot be advertised directly to consumers.
Internet Advertising: Online advertising must follow the Internet Advertisement Management Measures, which mandate clear labels for advertisements and prohibit the use of pop-up ads that are difficult to close. This is aimed at ensuring a truthful, ethical, and clean internet advertising environment.
Cultural Sensitivity: Advertisements must not conflict with the public order or good customs, or promote superstitious, sexually suggestive, or violent content.
Regulatory Bodies: Multiple authorities, including the State Administration for Industry and Commerce (SAIC) and its local branches, enforce advertising laws. They ensure that advertising practices do not mislead or harm the public.
