Chinese Advertising Regulations and Those Who Can't Advertise on WeChat

BlogChinese Advertising Regulations and Those Who Can't Advertise on WeChatChinese Advertising Regulations and Those Who Can't Advertise on WeChatOct 17, 20224min readBriceTL;DRChina enforces strict advertising laws to protect consumer safety, with additional regulations for sensitive industries like healthcare.WeChat advertising provides brands access to a massive audience through Moments, official articles, and Mini-programs.The Chinese government maintains a clear list of banned advertising categories, including gambling, pornography, and violence.Brands must ensure their advertising strategies comply with both general national laws and platform-specific restrictions.China, like the majority of nations, has enacted laws governing advertisements to safeguard the health and safety of consumers. The Republic of China's Advertisement Law stipulates general rules that all advertisers must abide by. There are also more stringent regulations for certain sectors, such as the tobacco, alcohol, and healthcare industries. However, as non-traditional media platforms like WeChat have grown in popularity, the nation has tightened its regulations on advertising. Get started with WeChat advertisingWeChat is one of the most used social media platforms in China. That's why is very attractive to brands looking to market their products in China. Marketing using WeChat can reach a huge number of target audiences. And here comes the WeChat advertising. WeChat advertising enables companies to display promotional messages through:WeChat MomentsOfficial Account articles Mini-programsAdditionally, WeChat advertising is a great tool for brands to enhance and maximize the number of WeChat Official Account followers, it helps companies to drive their traffic and generate conversions into sales.Industries banned or restricted in WeChatThe Chinese government in general has many laws and bans that overlook advertisements, including ads on social media platforms like WeChat. Here are some of the industries banned by the Chinese government for advertising. Pharmaceutical/drugs; Obscenity; Pornography; Gambling; Superstitions; Terror; Violence.In addition, regulated industries for advertisements in China are:AlcoholTobaccoHealth and MedicalInvestmentsReal estate EducationLegal ServicesAirlinesFinancial ServicesHowever the list is very dynamic, and WeChat always has the final say on whether your company is eligible or not to run ads on the platform. On the other hand, note that for overseas entities WeChat requires a separate application for a WeChat advertising account and the scope of ads is strictly related to your company's registered business. It can get quite tricky, right? However, if your company falls within any of the above categories not all is lost. You still have plenty of indirect and legal solutions to promote your content on WeChat. For instance, you can focus on WeChat SEO and optimizing your keywords to whitelisting. Subscribe to our newsletter for more news on this topic. Advertising regulations on WeChatThe key elements of the advertising law as they apply to WeChat are outlined below. Firstly, qhen attempting to create effective advertisements, WeChat also has its own terms that are frequently updated:Avoid superlative adjectives like best, highest, greatest, etc when talking about any product or serviceDo not place a brand, product, or service on a scale like 5-star rating or international/national ratingsKindly avoid using words such as top quality, excellent, cutting edge, or premium when advertising a product/service in WeChatDo not use words with "one" like "one of the top", "one of the best" or "one of a kind" etc to describe anything in WeChat advertisementsPlease avoid any mentions of scarcity in an ad like very rare, unique, one few left, etc.Do not mention anything claiming to be "national leader" or of "international quality" or words similar to thisDo not use any national flag, emblem, or anthem of any country in WeChat adsYou can only use RMB for settlements and foreign currencies are not allowedThe content of the advertisements must be practical and should not be exaggeratedShould not talk about transportation, educational, commercial, or cultural facilities under planning or under constructionAll the images used in the advertisement should be realisticFor the ads related to bank loans and other bank services, complete details of the bank must be providedWeChat ads should not have language that sounds discriminatorySecondly, there are more requirements for advertising:When publishing ads about limited sales, the exact dates and duration must be provided in the advertisementDo not provide statistical information in WeChat ads until a proper evidence source link is givenAvoid ads with unlicensed tie-ups with major events happening in the country like Winter Olympics, Olympic Games, etc.Should not use language that can possibly manipulate the consumersDo not use Click-for-gift tactics in WeChat ads. Any gifts offered must include all the details like name, value, quantity, and any timeline for the eventNever use words referring to a special title like superstar, leader, or synonymsIn addition, WeChat accounts registered with overseas business licenses must apply separately for WeChat advertising accounts.In conclusion, advertisement regulations are a great way to protect consumers. Similarly, China, like any other country, wants to protect consumer safety and health. But the restrictions are stricter than in most countries, and it's common for all social media platforms, including WeChat.On the other hand, WeChat has its own restrictions too, which makes it even harder to advertise using WeChat ads. In addition, specific wording requirements might make your ad not pass the verification by Tencent. If you are a business that's looking to advertise on WeChat, it is very important to understand the rules and regulations on the government and platform levels and above all abide to the requirements to not have your WeChat official account suspended or deleted.At The WeChat Agency, we use our knowledge and expertise to help businesses build content in accordance with the advertising regulations in China and WeChat. We help create meaningful partnerships and networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com. 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