China has long been known for their strict implementations of their laws and guidelines. Guidelines are set and enforced into essentially all capable media be it television, print, radio, theater, text messaging, video games, Internet, and even business ads. In recent updates made by the Chinese government about their "People's Republic of China Advertising Law," companies are prevented from proclaiming they are the best or even using synonymous forms of superlatives.
As a result of the said revision and updates, ecommerce sites like JD.com and Taobao immediately responded to the government's call. Most of the companies rather chose to obey the law than having their licenses revoked, and their advertising agencies suspended. And aside from the said sanctions to be imposed, a fine of 1 million yuan (US$157,077) may also be included. The updates made do not only affect the advertisers and the company itself. For with the expanded guidelines, movie star endorsements may also be slowed down. For as to the report of dailyrover, it was stated that "superstar spokespeople will bear the duty of making certain the services they shill are the actual deal. Endorsements discovered to be false will end in a high quality, and the movie star barred from taking over different endorsement offers for 3 years." As to the site's example, men endorsing female hygiene merchandise are not allowed anymore.
This bold move of the Chinese government leads to the frustration of some advertising agencies saying that they would need to change their strategy to attract shoppers due to the brand new restrictions. They would also have to undergo coaching for their employees in order for them to grasp and follow the new marketing and advertising guidelines set by the government.
Now this guideline for so-called exaggeration in advertising set by China is not an isolated act. For other countries also exercise some guidelines regarding "puffery," but what makes this move of Chinese government unique is their focus on the use of hyperbole in the advertisements.
