China Tightens Advertising Regulations... Will Socialist Values Be Imposed on Celebrities Too?

Prohibition on Celebrity Model Activities for Wrong Political Opinions or Statements Against Socialist Values
Authorities: "Do Not Advertise Tobacco, Tobacco Products, Private Tutoring, Pharmaceuticals, Medical Devices, Health Supplements, etc."

Chinese authorities have significantly strengthened regulations related to celebrity advertisements, focusing on the practice of core socialist values. Photo by AP Yonhap News

[Asia Economy Reporter Bang Je-il] Chinese authorities have significantly strengthened regulations related to celebrity advertisements, focusing on the practice of core socialist values.

On the 31st, seven departments including the State Administration for Market Regulation, the Central Cyberspace Affairs Commission, the Ministry of Culture and Tourism, the National Radio and Television Administration, and the China Banking and Insurance Regulatory Commission issued the "Guiding Opinions on the Standardization of Celebrity Advertising Activities" (hereinafter referred to as the Opinions).

According to the Opinions, celebrities must practice core socialist values when engaging in advertising activities, and advertisements featuring celebrities must not violate social morals or traditional virtues. It also includes provisions that prohibit statements damaging the dignity or interests of the state, or speech and behavior that undermine social stability and public order.

Even if a celebrity has played roles such as party or state leaders or revolutionary leaders, they cannot use that image for advertising. In particular, companies are strongly urged not to hire celebrities as advertising models who have made incorrect political statements or statements contrary to socialist values, even in the past.

Additionally, advertising models cannot recommend products they have not actually used. Furthermore, advertisements for tobacco and tobacco products, private tutoring, pharmaceuticals, medical devices, and health supplements are prohibited.

The State Administration for Market Regulation stated, "Illegal and false advertisements by some famous celebrities mislead consumers, and some companies use immoral celebrities as models," adding, "These Opinions were prepared to foster a good social environment and protect consumers' legitimate rights and interests."

Chinese authorities also announced the "Management Measures for Radio, TV, and Internet Video Fields," which came into effect on June 30. It requires managers to strictly supervise celebrities to prevent the dissemination of harmful information through radio, TV, and online videos.

In May, there was a case involving popular actress Jing Tian, who was fined and ordered to pay over 1.3 billion won in penalties and confiscations for acting as a model in false advertisements. According to China CCTV, the Guangzhou Market Supervision Bureau imposed administrative penalties including confiscation of advertising revenue and fines after proving that the health supplement Jing Tian endorsed, claiming it was effective in blocking the absorption of oil and sugar, was a false advertisement.

This content was produced with the assistance of AI translation services.