An in‐depth examination of China's advertising regulation system

Abstract

Purpose

This paper seeks to propose a framework for systematically investigating international advertising regulation; to provide an in‐depth understanding of the Chinese advertising regulation system; and to use China as a case study to examine how various global and local forces interact and negotiate the landscape of international advertising regulation.

Design/methodology/approach

The paper employs historical analysis; and textual analysis to achieve its purpose.

Findings

Chinese advertising regulation relies largely on government regulation, and self‐regulation plays a much subdued and marginal role. The Chinese regulator aims to control the negative effects of advertising through rigorous regulation as well as certification and censorship programs, but its various advertising laws and regulations are invariably phrased in vague and general terms, so that enforcement and compliance become a major issue. The lack of autonomous trade and consumer organizations combined with minimal public participation in the system further reduces its transparency and effectiveness.

Practical implications

The paper offers a detailed road‐map for advertising professionals to navigate the complex Chinese advertising regulation system.

Originality/value

The paper is the first English article to provide a systematic examination of Chinese advertising regulation.

Citation

Gao, Z. (2007), "An in‐depth examination of China's advertising regulation system", Asia Pacific Journal of Marketing and Logistics, Vol. 19 No. 3, pp. 307-323. https://doi.org/10.1108/13555850710772950