When entering China’s fast-evolving digital market, compliance is the foundation for sustainable growth. Understanding the key regulators and legal framework is essential for any brand planning digital marketing activities in China.
At the core of this system stands the State Administration for Market Regulation (SAMR) and its Department of Online Transaction Supervision. Together, they oversee advertising, e-commerce, and digital marketing activities. Alongside SAMR, several other ministries and specialized regulations shape the country’s digital marketing compliance framework, covering advertising, live commerce, data protection, and more.
Key Regulators and Core Regulations
| Regulatory Area | Main Authority | Key Laws & Regulations | Key Compliance Requirements |
|---|---|---|---|
| Online Advertising | SAMR and local market regulators | Measures for the Administration of Internet Advertising | Ads must be clearly identifiable (labeled as “advertisement”); deceptive links are prohibited; pop-up ads must allow one-click closure; special product ads (medical, healthcare, etc.) require prior review |
| Live-Streaming Marketing | Cyberspace Administration of China (CAC), Ministry of Public Security, Ministry of Commerce, SAMR, and others | Administrative Measures for Online Live-Streaming Marketing (Trial) | Platforms must fulfill primary responsibility for content management; establish account verification and review systems; ban fake traffic and misleading promotions; streamers must verify product sources |
| E-commerce and Platform Liability | Department of Online Transaction Supervision (under SAMR) | Administrative Measures for Online Transactions | Platforms must monitor and remove illegal content, provide complaint channels, and cooperate with regulators for inspection |
| Digital Consumption and Marketing Norms | Ministry of Commerce, SAMR, and related agencies | Guiding Opinions on Promoting Digital Consumption and Co-Creating a Better Digital Life | Encourage a sound e-commerce quality system, protect IP rights, and maintain fair online market order |
| Industry Standards and Self-Regulation | China International Economic and Technical Cooperation Promotion Association | Technical Specification for Digital Marketers (T/CIET 666-2024) | Defines the “digital marketer” model, skill requirements, and compliance standards under a national industry specification |
Compliance Priorities for Digital Marketers in China
Platform accountability is central to regulation
Digital platforms play a critical supervisory role. They must verify merchant identities, review ad content, and provide efficient complaint-handling mechanisms. This means that brands working with Chinese platforms (such as Douyin, WeChat, or Xiaohongshu) must also comply with each platform’s internal compliance rules, which are often even stricter than national regulations.
Monitor emerging technologies and formats
Innovative marketing using AI, virtual reality (VR), or digital avatars is under increasing scrutiny. For example, China’s live-streaming regulations require platforms to assess the safety and transparency of such technologies. Staying informed about evolving tech compliance standards helps brands avoid regulatory risks.
Embrace industry self-regulation and standards
Beyond government laws, industry associations are introducing technical specifications to promote healthy marketing practices. The 2024 Technical Specification for Digital Marketers provides operational and compliance guidance for practitioners. Adhering to these standards demonstrates a brand’s professionalism and commitment to responsible marketing.
Final Thoughts
China’s digital marketing compliance landscape is becoming more sophisticated and standardized. For international brands, compliance should not be seen as a barrier – but as a framework for trust, credibility, and long-term success in one of the world’s most dynamic digital markets.
If your brand operates in a specific sector – such as e-commerce, social media advertising, or live commerce – understanding the sector-specific rules will be critical. Aligning your marketing strategies with both legal requirements and platform expectations ensures sustainable growth and reputation in the Chinese market.
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