New Rules for Chinese Ads: Be Wholesome and Never Lie

Chinese advertising must be wholesome and truthful under new government regulations, the official Xinhua News Agency said Monday.

The regulations, which apply to all forms of ads, also outlaw anything deemed reactionary, obscene, superstitious or absurd, Xinhua said. It did not elaborate on what might be considered absurd.

Cigarette commercials remain banned, but “fine-quality alcoholic drinks” can be advertised with special permission, the report said. Ads containing the national flag or anthem are banned. Companies are held responsible for any injury suffered through false advertising.

Ads Were Banned

The regulations represent an attempt by the government to control China’s young but rapidly growing ad industry.

Advertising was banned as reactionary during the 1966-76 far leftist Cultural Revolution. Since then, billboards touting everything from heavy machinery to television sets to cosmetics have taken the place of political slogans along the main streets of many cities.

The state-run news media periodically report cases of exaggerated claims being made for products. But most Chinese ads are simple and straightforward, showing pictures of products without embellishment. The more daring television and print advertisements feature attractive young women smiling as they gaze on the product.