New Advertising laws passed in October '94 to:
- regulate the tremendous growth of the China advertising industry.
- as a springboard for greater development of the industry in the future.
- to protect Chinese consumers.
Some Do's and Don'ts
Advertising can not go against the social and cultural beliefs of China:
- children can not go against their parents
- people can not laugh at the misfortunes of others
- must respect elders
- have good manners
- can not fight or show violence
Advertising should:
- be conductive to physical and mental health of the people
- protect lawful rights of the consumer
- comply with social morality
- safeguard the dignity and interest of the state
Advertisements can not look like a "real" program - "News must be news and commercials must be commercials"
Overall the new laws have been designed to combat the problems of over exaggeration and unsubstantiated claims.
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