What is the impact of the China’s new advertising law？
The China’s new advertising law can be called “the most stringent in Chinese history” on the industry.
According to Domatters’ practical experience in the industry, whether the fine is fined or not depends on the size of the brand, the relationship between the local government and the recent policy direction. If it is a disorder listed as a “key rectification” issued by the Chinese central government, regardless of the size of the brand, once it violates the regulations, the general “starting price” is at least 300,000 CNY.
Since the announcement of the new advertisement in 2015, the first well-known case was that China’s Procter & Gamble (P&G) was fined 6.03 million CNY by the Shanghai Municipal Bureau of Industry and Commerce for an advertisement saying”只需一天就能让牙齿真正变白 “, that is “It only takes one day to make your teeth really white”. It is said that the most expensive advertisement of the year really had the effect of “killing chickens and monkeys”. Later, tools such as the “New Advertising Law Checker” made by netizens even appeared on the Internet.
When the company’s advertising and marketing personnel wrote copy, they would still check the copy by entering it into the checker to be on the safe side. The more sensational example in recent years is undoubtedly in November 2018, when Guazi second-hand car was fined 12.5 million CNY by the Beijing Industry and Commerce Bureau for its advertising slogan”成立一年，销量遥遥领先 “in Chinese,that is “It has been established for one year, and its sales volume is far ahead”. The slogan uses the word “领先”，which is the sensitive word.
However, this set of ultra-strict advertising laws has aroused a phenomenon of polarization in China. Some courageous manufacturers not only continue to advertise, but even use creativity to conceive a bunch of weird copywriting that “cuts the edge”.
For example, a brand of bird’s nest advertised on its homepage, saying that “sales of bird’s nest are more than four times that of the second place”, a print advertisement of a mobile phone brand stated that “the sales of a single product are higher than that of the second place”, and some merchants published advertisements stating that “The quality is so good that it violates the advertising law, the style is so handsome that you don’t have friends, and the price is so favorable that you don’t want to talk about it.” Some manufacturers simply don’t say anything. Only the logo, products and the “spectacle” of the spokesperson’s smile remain on the poster.
picture: sensitive prohibited words in China’s new ADs law
You need to obtain the sensitive prohibited words in China’s new advertising law to avoid being fined.
Domatters China marketing Agency sorts out a wave of minefields of sensitive words involved in the “New Advertising Law” and other regulations, so that everyone especially in food, cosmetics, medical equipment and other industries, as well as partners who do Douyin can avoid them in time in daily use.
Here is the PDF,you can see the details.
Table of Contents for the PDF file:
- sensitive prohibited words in food industry
- Sensitive words in beauty industry
- Sensitive words for pharmaceutical and medical device products
- Advertisement sensitive words that are not allowed for all products
- The following is a guide to Douyin‘s prohibited words
If this article is helpful to you or your friend, don’t forget to share it with your friends or your clients.
Please add the source link: https://www.domatters.com/wp-content/uploads/2022/12/Partners-doing-business-in-China-need-to-pay-attention-to-the-sensitive-words-and-prohibited-words-in-the-new-advertising-law.pdf
The file editing password is: domatters
YOU CAN ALSO DOWNLOAD THE PDF FILE FOR sensitive prohibited words in China’s new advertising law FROM GOOGLE FILE（please click here）:
Our idea is do matters. Success in China market.
