Running advertising campaigns in China requires balancing two essential dimensions: regulatory compliance and consumer preferences. Understanding both will help brands communicate effectively and safely in China’s complex but high-potential market.
Regulatory Framework – Staying Compliant in China’s Advertising Environment
Clarifying What Qualifies as an Advertisement
The Advertising Law Enforcement Guidelines, effective from July 2025, emphasize that a commercial message qualifies as an “advertisement” when it has four characteristics: marketing intent, use of media, non-specific audiences, and non-compulsory exposure. This definition helps distinguish ads from other types of commercial communication such as corporate announcements or user-generated content.
Paid Promotion Is Legally an Advertisement
The State Administration for Market Regulation (SAMR) has officially defined paid traffic promotion – known locally as “投流” – as a form of advertising. This means that any brand using paid distribution on platforms such as Douyin, Xiaohongshu, or WeChat must comply with both the Advertising Law and the Internet Advertising Regulations.
Special Rules for Restricted Products and Services
Certain categories such as medical services, pharmaceuticals, medical devices, and health supplements are subject to pre-approval by authorities before ads can be published. Violations in these areas can lead to severe penalties, including bans and administrative fines.
What Chinese Consumers Expect from Advertising
Experience and Emotional Connection Matter
Chinese audiences no longer passively consume advertising. They want to participate, co-create, and feel emotionally engaged. Successful brands integrate culture, experience, and storytelling to create immersive marketing that resonates on a deeper level.
Trust and Brand Authenticity Drive Decisions
When making purchase decisions, consumers in China prioritize brand credibility. Techniques such as endorsements from trusted media, live-streamed “transparent factory” tours, and third-party certifications help establish confidence and authenticity.
AI with a Human Touch
A recent survey found that 77% of Chinese consumers appreciate the use of AI in marketing – when it feels relevant, empathetic, and adds value. “Warm AI,” as it’s often called, enhances the sense of technological sophistication while keeping the human connection intact.
Making Your Ads More Appealing
Embrace AI, But Keep It Human-Centered
AI can personalize interactions and boost engagement efficiency. However, technology should serve people – not replace genuine connection. Use AI to tell stories, spark curiosity, and create emotional touchpoints that feel natural rather than robotic.
Shift from Single-Voice to Multi-Dimensional Storytelling
Gone are the days when brands simply “talked at” their audience. Today, effective communication means building an ecosystem of voices – KOL reviews, user-generated content, expert commentary, and interactive community discussions – that together strengthen credibility and reach.
Avoiding Common Advertising Pitfalls
To stay safe and effective in China’s tightly regulated ad landscape, brands should strictly avoid the following:
- Absolute claims: Words like “national-level,” “the best,” or “number one” are prohibited under the Advertising Law.
- False or misleading information: All content must be truthful and verifiable – no exaggerated results, fabricated data, or fake testimonials.
- Violation of others’ rights: Using someone’s image, name, or intellectual property without permission is strictly forbidden.
- Illegal or inappropriate content: Ads must not contain obscenity, pornography, gambling, violence, or anything that incites crime.
The Bottom Line
In China, compliance is the foundation, but it’s not enough to win hearts. Brands that build trust, craft immersive experiences, and use AI with empathy are the ones that truly stand out. By aligning with both the letter of the law and the spirit of Chinese consumers, your advertising can thrive in one of the world’s most dynamic markets.