{"id":10485,"date":"2026-06-16T09:21:56","date_gmt":"2026-06-16T07:21:56","guid":{"rendered":"https:\/\/www.star-deutschland.net\/?p=10485"},"modified":"2026-06-16T09:22:10","modified_gmt":"2026-06-16T07:22:10","slug":"chinese-advertising-law-what-companies-need-to-bear-in-mind-when-translating-for-the-chinese-market","status":"publish","type":"post","link":"https:\/\/www.star-deutschland.net\/en\/chinese-advertising-law-what-companies-need-to-bear-in-mind-when-translating-for-the-chinese-market\/","title":{"rendered":"Chinese Advertising Law: What companies need to bear in mind when translating for the Chinese market"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">For many companies around the globe, China is one of the most important export markets. However, what works perfectly well in the Anglosphere and beyond can pose legal risks in China. Advertising copy, product descriptions, website content and social media campaigns, in particular, must comply with <a href=\"https:\/\/www.star-deutschland.net\/en\/translation-and-localisation\/translations-for-china\/\">Chinese requirements<\/a>.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is the Chinese Advertising Law?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Chinese Advertising Law sets out what advertising claims companies are permitted to make to consumers and what content is considered misleading or unlawful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The aim of the law is to protect consumers from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>misleading advertising claims<\/li>\n\n\n\n<li>unverifiable claims<\/li>\n\n\n\n<li>unfair competitive advantages<\/li>\n\n\n\n<li>hidden advertising<\/li>\n<\/ul>\n\n\n\n&nbsp;\n\n\n\n<p class=\"wp-block-paragraph\">For international companies, this means that marketing copy often needs to be adapted before it is launched on the <a href=\"https:\/\/www.dlapiper.com\/en-gb\/insights\/publications\/2025\/05\/navigating-the-advertising-regulation-and-enforcement-landscape-in-china\">Chinese market<\/a>.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Superlatives and claims of uniqueness? Proceed with caution\u2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One particularly well-known aspect of Chinese Advertising Law concerns \u2018absolute\u2019 advertising claims.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Phrases such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cthe best\u201d<\/li>\n\n\n\n<li>\u201cworld leader\u201d<\/li>\n\n\n\n<li>\u201cnumber 1\u201d<\/li>\n\n\n\n<li>\u201ctop quality\u201d<\/li>\n\n\n\n<li>\u201cunbeatable\u201d<\/li>\n\n\n\n<li>\u201cmarket-leading\u201d<\/li>\n<\/ul>\n\n\n\n&nbsp;\n\n\n\n<p class=\"wp-block-paragraph\">can be problematic if they cannot be clearly substantiated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whilst such statements are pretty commonplace in Western marketing campaigns, the Chinese authorities scrutinise this sort of wording much more closely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to translation projects, this means that not every advertising claim should be translated word for word into Chinese. It is often more sensible to render the advertising message using legally compliant phrasing than to provide a more direct translation.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Practical examples<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Case 1 \u2013 Problematic advertising using superlatives<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A German car manufacturer promoted its vehicles in China with the slogan \u201cat the very highest level\u201d. This was classified by the Chinese authorities as an impermissible absolute advertising claim and resulted in a fine of \u00a5600,000 (approx. \u20ac76,000). In China, any such performance claim must always be verifiable \u2013 simply translating Western marketing messages word for word is not an option.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Case 2 \u2013 Improper use of the Chinese national flag<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One particularly sensitive issue concerns the use of national symbols. An international technology group used an illustration on its Chinese website that featured elements of the Chinese national flag. This led to a complaint by a competitor. The consequence? Despite this slip-up being entirely unintentional, the website was taken offline for six months \u2013 a disaster for the business in one of its key markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although this sort of breach is often overlooked, it can prove extremely costly if it is challenged. Article 9.1 of the Chinese Advertising Law expressly prohibits the overt or covert use of the national flag, the national anthem or the coat of arms of the People\u2019s Republic of China.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The legal consequences could be even more severe: In the event of serious breaches, fines of up to \u00a52 million (approx. \u20ac256,000) may be imposed; in extreme cases, the business licence may even be revoked.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">New rules for online advertising since 2023<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The digitalisation of the Chinese market has led to tighter regulation of online advertising. The new \u201cMeasures for the Administration of Internet Advertising\u201d issued by the Chinese State Administration for Market Supervision (<a href=\"https:\/\/www.china-certification.com\/en\/glossary\/the-state-administration-for-market-supervision-samr\/\">SAMR<\/a>) have been in force since 1st May 2023.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The following are particularly affected:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Company websites<\/li>\n\n\n\n<li>Search engine advertising<\/li>\n\n\n\n<li>Social media campaigns<\/li>\n\n\n\n<li>E-commerce platforms<\/li>\n\n\n\n<li>Mobile apps<\/li>\n\n\n\n<li>Influencer marketing<\/li>\n\n\n\n<li>Live-stream commerce<\/li>\n<\/ul>\n\n\n\n&nbsp;\n\n\n\n<p class=\"wp-block-paragraph\">Advertising content must be clearly identifiable to users. Hidden forms of advertising and disguised product placement are increasingly coming under scrutiny from the authorities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For businesses, this means that translated landing pages, product pages and social media content must also meet local requirements.<br>\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/www.star-deutschland.net\/wp-content\/uploads\/2026\/06\/Blog_Chinesisches-Werbegesetz_Bild1.jpg\" alt=\"Mehrere Personen analysieren an einem Multi\u2011Monitor\u2011Arbeitsplatz digitale Inhalte und Kennzeichnungen im Rahmen der \u00dcberwachung und Pr\u00fcfung von Werberichtlinien im internationalen Kontext.\" class=\"wp-image-10477\" srcset=\"https:\/\/www.star-deutschland.net\/wp-content\/uploads\/2026\/06\/Blog_Chinesisches-Werbegesetz_Bild1.jpg 1672w, https:\/\/www.star-deutschland.net\/wp-content\/uploads\/2026\/06\/Blog_Chinesisches-Werbegesetz_Bild1-200x113.jpg 200w, https:\/\/www.star-deutschland.net\/wp-content\/uploads\/2026\/06\/Blog_Chinesisches-Werbegesetz_Bild1-150x84.jpg 150w, https:\/\/www.star-deutschland.net\/wp-content\/uploads\/2026\/06\/Blog_Chinesisches-Werbegesetz_Bild1-132x74.jpg 132w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Influencer marketing and KOL campaigns under scrutiny<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">China is one of the world\u2019s largest markets for influencer marketing. Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) play a key role in purchasing decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, regulatory requirements have become more stringent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising content must be clearly identifiable as advertising. This applies in particular to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product recommendations<\/li>\n\n\n\n<li>Testimonials<\/li>\n\n\n\n<li>Product reviews<\/li>\n\n\n\n<li>Live-stream presentations<\/li>\n\n\n\n<li>Affiliate campaigns<\/li>\n<\/ul>\n\n\n\n&nbsp;\n\n\n\n<p class=\"wp-block-paragraph\">Businesses should therefore ensure that not only the translation but also the legal drafting of such content is reviewed.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What role does translation play?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many breaches of the Chinese Advertising Law are not a result of malicious intent, but from sticking too closely to the phrasing of the original Western marketing texts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Typical examples:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><td><strong>Original marketing text<\/strong><\/td><td><strong>Potential challenge in China<\/strong><\/td><\/tr><\/thead><tbody><tr><td>\u201c&#8230;a market leader in Europe&#8230;\u201d<\/td><td>Burden of proof<\/td><\/tr><tr><td>\u201c&#8230;offers top quality&#8230;\u201d<\/td><td>Problematic superlative<\/td><\/tr><tr><td>\u201c&#8230;the world\u2019s only&#8230;\u201d<\/td><td>Absolute advertising claim<\/td><\/tr><tr><td>\u201c&#8230;guaranteed to be the best solution&#8230;\u201d<\/td><td>Performance promise that is hard to substantiate<\/td><\/tr><tr><td>\u201c&#8230;100% safe&#8230;\u201d<\/td><td>Risky statement<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Professional localisation takes these risks into account right from the start of the translation process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This helps to avoid alterations, legal disputes or costly corrections down the line.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why localisation is more important than \u2018standard\u2019 translation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Chinese market demands more than just a literal translation of content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Successful localisation takes the following into account:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cultural expectations of Chinese target audiences<\/li>\n\n\n\n<li>Local communication styles<\/li>\n\n\n\n<li>Search engine optimisation for the Chinese market<\/li>\n\n\n\n<li>Industry-specific terminology<\/li>\n\n\n\n<li>Regulatory requirements such as the Chinese Advertising Law<\/li>\n<\/ul>\n\n\n\n&nbsp;\n\n\n\n<p class=\"wp-block-paragraph\">This can make all the difference to market success, particularly when it comes to websites, product catalogues, brochures and online marketing materials.<br>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Our recommendations for entering the Chinese market<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before using marketing materials for the Chinese market, be sure to have them reviewed by experts with in-depth knowledge of Chinese Advertising Law.<br>Particular caution is required when it comes to AI-assisted or fully automated translations. Especially when translating German or English advertising copy into Chinese word for word, there is a high risk of breaching Chinese advertising law, which can lead to serious consequences.<br>A professional <a href=\"https:\/\/www.star-deutschland.net\/en\/translation-and-localisation\/transcreation\/\">transcreation<\/a> or localisation \u2013 a culturally sensitive adaptation rather than a literal translation \u2013 can prevent costly legal disputes and damage to your reputation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At STAR Deutschland, we have a network of native speakers with specialist expertise in Chinese Advertising Law. Our colleagues based in China are familiar with the current regulations and can ensure that your message is legally compliant and culturally appropriate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Would you like to find out more about legally compliant communication for the Chinese market? Get in touch to receive tailored advice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For many companies around the globe, China is one of the most important export markets. However, what works perfectly well in the Anglosphere and beyond can pose legal risks in China. Advertising copy, product descriptions, website content and social media campaigns, in particular, must comply with Chinese requirements.\u00a0 What is the Chinese Advertising Law? The [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":10480,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33,29],"tags":[34,16],"class_list":["post-10485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-quality-and-security","category-translation-and-localisation","tag-quality-and-security","tag-translation-and-localisation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising in China: Risks for international companies<\/title>\n<meta name=\"description\" content=\"Find out why professional localisation of your marketing content for China is crucial in avoiding costly fines.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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