New Advertising Law(中國新廣告法) is enforced on 1 Sep 2015. This is the first update of the advertising law in the last 20 years in China.
Here are some highlights of the changes and things advertisers should be aware of.
Jasmine, Managing Partner at Cruiso Digital Solutions Limited, attended HKAIM Social Media Conference 2015 - Social Media Strategies for Travel Industry on 15 July 2015.
In Jasmine’s speech, she talked about the consumption visits of inbound travelers from mainland China and gave a better understanding of consumer aspirations and preferences by looking into hot topics discussed among them on social media.
Details about the conference: http://www.hkaim.org/socialmedia2015/
Social media has progressively become an essential tool to communicate with the public. So is your company social media-centric at all levels?
Start evaluate by using the 5Cs approach!
CruiSo Flash Feb - A Guide to Use WeChat CouponsCMRS Group
WeChat Coupons have been widely used in China digital marketing. Making a huge leap in its O2O service strength, Tencent is growing to beat major web companies and startups. Do you know how it works to divert traffic to e-commerce?
A playful stop motion video was created for VitaVitasoy Facebook timeline game, along with the utilization of KOL’s influence, Vitasoy’s special pack marketing campaign gained impressive awareness.
WeChat 101 - A Guide to WeChat Official AccountCMRS Group
Many marketers consider WeChat as a unique tool to engage the fans and customers of their brands. The following slides give you some ideas on how to launch, register and operate a WeChat official account for your business.
Audience Insights - Awareness and Perception CMRS Group
One of the main parts for Audience Insight is to track the Awareness & Perception about your brand and industry. We have evaluated the essential elements of a monitoring tool and compared the functions of various tools to track audience awareness. So which tools are the best performers meeting different needs of marketers?
Jasmine, Managing Partner at Cruiso Digital Solutions Limited, attended HKAIM Social Media Conference 2015 - Social Media Strategies for Travel Industry on 15 July 2015.
In Jasmine’s speech, she talked about the consumption visits of inbound travelers from mainland China and gave a better understanding of consumer aspirations and preferences by looking into hot topics discussed among them on social media.
Details about the conference: http://www.hkaim.org/socialmedia2015/
Social media has progressively become an essential tool to communicate with the public. So is your company social media-centric at all levels?
Start evaluate by using the 5Cs approach!
CruiSo Flash Feb - A Guide to Use WeChat CouponsCMRS Group
WeChat Coupons have been widely used in China digital marketing. Making a huge leap in its O2O service strength, Tencent is growing to beat major web companies and startups. Do you know how it works to divert traffic to e-commerce?
A playful stop motion video was created for VitaVitasoy Facebook timeline game, along with the utilization of KOL’s influence, Vitasoy’s special pack marketing campaign gained impressive awareness.
WeChat 101 - A Guide to WeChat Official AccountCMRS Group
Many marketers consider WeChat as a unique tool to engage the fans and customers of their brands. The following slides give you some ideas on how to launch, register and operate a WeChat official account for your business.
Audience Insights - Awareness and Perception CMRS Group
One of the main parts for Audience Insight is to track the Awareness & Perception about your brand and industry. We have evaluated the essential elements of a monitoring tool and compared the functions of various tools to track audience awareness. So which tools are the best performers meeting different needs of marketers?
Clinica tecnológica Sebraetec São Mateus do Sul.
Mídias Sociais para Pequenos Negócios Como usar as mídias para vender mais no varejo.
www.enterx.com.br
@17: Teens' Social Media Usage and LifestyleCMRS Group
What are the differences and similarities in social media usage and lifestyle between
Hong Kong teens studying at local and international schools? We've interviewed two groups of teens at the age of 17 to see how they use social media and live.
Clinica tecnológica Sebraetec São Mateus do Sul.
Mídias Sociais para Pequenos Negócios Como usar as mídias para vender mais no varejo.
www.enterx.com.br
@17: Teens' Social Media Usage and LifestyleCMRS Group
What are the differences and similarities in social media usage and lifestyle between
Hong Kong teens studying at local and international schools? We've interviewed two groups of teens at the age of 17 to see how they use social media and live.
China's New Advertising Law and Impact on Digital Marketing
1. Sep 2015.
CMRS Digital Solutions Limited reserves all rights on all the information contained in this document
New Advertising Law
2. 2
01 What’s New about New Advertising Law
03 13 Rules to obey
02 Restrictions on digital advertising
3. 01
The New Advertising Law is enforced on 1st Sep, 2015
What’s new about New Advertising Law
4. New Advertising Law
4
Drugs/ Medical/
Healthcare
- Spokesman are not allowed for
Drugs, Nutrients, and Medical
products
- Adverse reaction should be
displayed clearly on advertisement
- Kids under 10 are not allowed to be
spokesman for any advertising.
- Celebrity should use / experience the
product before endorsement
- Anyone who endorse false
advertising will not be allowed to
participate in any commercial ads in 3
years
Spokesman False
advertising
- The penalty fines have been
increased by 3-5 times of advertising
budget
- The fine could reach to RMB 2 million
for breaking the laws 3 times in 2
years.
- False advertising may lead to license
revocation, credit constraints, as well
as limitation in industry entrance.
• 禁止10岁以下童星代言
• 广告代言人不得为未使用过的商品
或者未接受过的服务做代言
• 代言虚假广告三年内禁止代言广告
• 医疗、药品、医疗器械、保健
食品不允许明星代言
• 药品广告须显著标明禁忌不良
反应
• 罚款额度调整为广告费用的3-5倍;
• 两年内3次以上违法最高可罚款
200万;
• 发布虚假广告还将面临吊销执照、
信用约束、行业进入
5. 02
The New Advertising Law is enforced on 1st Sep, 2015
Restrictions on digital advertising
6. Restrictions on digital advertising
• Based on New Advertising Law, a new principle about Internet advertising
management will soon be applied.
• The New advertising Law applies to all kind of digital advertising.
6
7. Three NOs to digital advertising
7
互联网发布、发送广告,不得
影响用户正常使用网络。在互
联网页面以弹出等形式发布的
广告,应当显著标明关闭标志,
确保一键关闭。
针对垃圾邮件和垃圾短信,新法规定任
何单位和个人未经同意不得已电子信息
方式发送广告。以电子信息方式发送广
告的,也必须明示发送者的真实身份和
联系方式,并提供拒绝接受的方式。
电信业务经营者、互联网信息服务提
供者明知广告违法而不予制止的,由
工商部门没收违法所得,情节严重的
还将依法停止相关业务。
To ensure user’s experience,
all pop-up ads have to be
equipped with close button
clearly.
Junk electronic mails and messages
are forbidden without prior permission;
advertising messages must be
displayed with the information of the
senders, including names and contact
in order to allow the recipients for
rejecting the messages.
Telecom operators and internet service
providers shall be liable to illegal
advertising messages and will be
heavily penalized by ceasing operation
on the corresponding businesses by
the State Administration for Industry
and Commerce of the People's
Republic of China.
8. Extreme Description and Wordings are forbidden.
• Extreme description and wording are not allowed to appear on the
headlines, posters, detail pages.
• The penalty could reach between ¥200,000 to 1,000,000
• Under extreme situation, the operation of the advertisers will be ceased.
8
• 极限用语不得出现在商品列表页、商品的标题、副标题、主图、详情页,以及商品包装等
位置。
• 使用极限词语的违规商家,将被扣分,并遭到二十万元以上、一百万元以下罚款,情节严
重者将被直接封店。
• 顾客投诉极限用语并维权成功后,赔付金额将由商家全部承担。
10. Extreme Description and Wordings are forbidden.
10
Related to “一”
一
第一、中国第一、全网第一、销量第一、
排名第一、唯一、第一品牌、NO.1、TOP.1、
独一无二、全国第一、一流、一天、最后一波
仅此一次(一款)、全国X大品牌之一
11. Extreme Description and Wordings are forbidden.
国家级、国家级产品、全球级、宇宙级、世界级
顶级(顶尖/尖端)、顶级工艺、顶级享受、
高级、极品、极佳(绝佳/绝对)、终极、极致
11
Related to “”
级/极
12. Extreme Description and Wordings are forbidden.
首个、首选、独家、独家配方、首发、全网首发
全国首发、首家、全网首家、全国首家、
xx网独家、xx网首发、首次、首款、
全国销量冠军、国家级产品、国家(国家免检)
国家领导人、填补国内空白、
中国驰名(驰名商标)、国际品质
12
Related to “”
首/家/国
13. Extreme Description and Wordings are forbidden.
大牌、金牌、名牌、王牌、
领袖品牌、世界领先、(遥遥)领先、
领导者、缔造者、创领品牌、领先上市、巨星
著名、掌门人、至尊、巅峰、奢侈、优秀、
资深、领袖、之王、王者、冠军
13
Related to “”
品牌
14. Extreme Description and Wordings are forbidden.
史无前例、前无古人、永久、万能、祖传、
特效、无敌、纯天然、100%、高档、
正品、真皮、超赚、精确
14
Related to “”
虚假
15. Extreme Description and Wordings are forbidden.
老字号、中国驰名商标、特供、专供、
专家推荐、质量免检、无需国家质量监测、
免抽检、国家xx领导人推荐、国家xx机关推荐
使用人民币图样(央行批准除外)
15
Related to “”
权威
16. Extreme Description and Wordings are forbidden.
涉嫌欺诈消费者:
点击领奖、恭喜获奖、全名免单、点击有惊喜、
点击获取、点击转身、点击试穿、点击翻转、
领取奖品
涉嫌诱导消费者:
秒杀、抢爆、再不抢就没了、不会再便宜了、
没有他就XX,错过就没机会了、万人疯抢、
全民疯抢/抢购、卖/抢疯了
16
Related to “”
欺诈
17. Extreme Description and Wordings are forbidden.
限时活动必须有具体时间
今日、今天、几天几夜、倒计时、趁现在、就
仅限、周末、周年庆、
特惠趴、购物大趴、闪购、品牌团、精品团、
单品团 (出现该字样必须要有活动时间)
严禁使用
随时结束、随时涨价、马上降价
17
Related to “”
时间