China advertsing Market, trends and regulations
China is country to advertising campaign, which is worth a billion dollars. China is expected to spend approximately 10.3 billion dollars in advertising between 2019-2022, making it the second largest market for global advertising. Traditional broadcasting and printing advertising channels are experiencing a decline, but outdoor and internet ads have seen an exponential increase. This is due to rapid technological advancements and a mobile-savvy country.
A leading advertising Market
China is the second largest advertising market in the world, with double-digit growth and a market projected to reach more than $105 Billion by 2019. Internet advertising spending is rapidly surpassing TV advert spending. China’s 2018 internet advertising spend was three times greater than TV adverting. China’s growing retail industry and increased competition among retailers has caused China’s advertising industry growth to be even faster than the overall economy.
Innovation in China
Top international advertising agencies have set up a representative office in China.
They have also teamed up with Chinese partners through joint ventures or other forms of partnerships to offer their services on the Chinese market. Top-notch advertising agencies can offer valuable advice to new companies about how to create an effective advertising strategy that responds to Chinese consumer preferences.
Regulations
China’s advertising industry is still heavily regulated. Both the national and provincial governments retain control of content. Advertising in China is regulated under the Advertising Law of the People’s Republic of China, which was last updated in 2015. Many major changes were made to the Advertising Law, including those relating to online advertising, celebrity endorsements and false advertising.
China has regulations regarding online advertising
We’re beginning to see that China has many regulations for advertisers. Advertisements in certain industries have been banned by the government.
Fight against Fake ads
You must also be open and honest about the local facilities. Advertisements that contain misleading information about the facilities or how long it takes for them to get there from their property will be punished.
Alcohol :Advertising an alcoholic product in China requires that your advertisement doesn’t show someone actually drinking the alcohol.
Your advertisement cannot allow characters to engage in dangerous activities while intoxicated. This would include driving a car, or boating.
A lot of alcohol advertisements don’t convey the idea that alcohol can reduce anxiety, increase relaxation, or improve physical strength.
Tobacco : It is strictly forbidden to advertise cigares products in China. Public transport, mass media, public places, and outdoors are all prohibited from advertising tobacco products. So minors cannot be on the receiving end for tobacco advertisements.
Medical :China cannot advertise narcotics, radioactive drugs, or toxic drugs for medical purposes.
After 2015, regulations were tightened. The promotion of Baidu search result was linked to the death in 2015 of a 21 year-old student. Wei Zexi was treated for cancer experimentally at a hospital that he found online explained Jin Wang associates . Prescription drugs can only be promoted in medical publications. There are a few rules that brands must follow when advertising any food or health supplement. They don’t have to:
- You can make claims about the safety or efficacy of a product.
- You can suggest a product that protects your health or can be used for the prevention or treatment of disease.
- Compare their product to other similar products.
- To endorse their products, use endorsements
- Advertisements in this sector must include the phrase “This product cannot replace a medication” somewhere in the advertisement.
Education : China is a country that values education highly. They cannot take advantage of families and students who want to excel at school.
Implicit or explicit guarantees of future results – whether it’s an exam grade or a place on course or a degree.
Indicate implicitly or explicitly which exam boards or other staff members are used in a course.
To endorse a product/service, you can use scientific research or academic institutions.
Investments
It is important to understand the risks associated with products or services that are related to investments and return on investment. Commercials cannot guarantee capital preservation or results. They cannot claim that investment products or services are risk-free.
This sector is not eligible for endorsements from industry organizations, academic institutions, professionals, or beneficiaries.
property : Real estate agents must be truthful about the property’s size. They cannot guarantee a return on your investment.
