China Just Overhauled Its Advertising Law: Here's What You Need to Know
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Chinese legislators just updated the country’s advertising law, which hadn’t been overhauled since 1994 — well before the arrival of many Western brands, and before the internet took off.
The legislation, which goes into effect Sept. 1, will affect everything from brands’ use of celebrity endorsers to how baby formula can be promoted. It bans the use of China’s flag in ads. It says people must be able to close online pop-up ads with a single click (intrusive ads are still ubiquitous on China’s internet). And in a country of more than 300 million smokers, the law cracks down harder on tobacco advertising.
The updated legislation fits into a general trend of strengthening consumer protections in China, where food-safety scandals and quality issues are common, and it increases fines for false advertising.
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