{"id":11376,"date":"2022-12-07T07:30:32","date_gmt":"2022-12-07T07:30:32","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=11376"},"modified":"2025-04-23T09:35:23","modified_gmt":"2025-04-23T09:35:23","slug":"could-your-advertising-be-illegal-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/could-your-advertising-be-illegal-in-china\/","title":{"rendered":"Could your advertising in China be illegal?"},"content":{"rendered":"

Foreign companies operating in China often make advertising mistakes that are in violation of the country\u2019s laws without even realising it, writes Kristina Koehler-Coluccia<\/strong> from Woodburn Accountants & Advisors<\/strong><\/h2>\n

International companies promoting their business in China will design advertising campaigns made for TV, newspapers, websites or social media platforms like WeChat. However, some advertisers may be unaware of the differences between advertising regulations in their home countries, and the regulations in China.<\/p>\n

According to Chinese laws, any \u201cadvertising activity\u201d by sellers to promote their goods or services directly or indirectly through a certain medium or format is considered advertising, including objective copy on a company\u2019s website.<\/p>\n

\"launchpad<\/a><\/p>\n

Foreign entities should therefore be careful when using their own website or public WeChat account to introduce their business, since even promotion on these kinds of platforms counts as advertising activity and is governed by advertising laws.<\/p>\n

Unsurprisingly, most foreign companies will not consider the description of goods and services posted inside their premises, such as stores, offices or factories, as advertising. However, although these announcements are not directed at the public nor available on the internet, supervising authorities can investigate improper advertisements and show up unannounced to do a random check on the premises. They may also do online searches and use reports from consumers.<\/p>\n

Cultural differences can lead to other misunderstandings regarding advertising too, especially when using ambiguous or suggestive descriptions. Some advertisers use provocative language to get consumers\u2019 attention and promote a product. However, Chinese law does not permit the use of suggestive wording (such as alluding to sex or sexual services). Even if the suggestive information itself does not violate laws or core values, ambiguous or misleading content may violate false advertising rules.<\/p>\n