China Issues New Rules for Celebrity Brands Promotion

China Issues New Rules for Celebrity Brands Promotion
BEIJING, CHINA - 2021/09/24: People walk past an apple store in Wangfujing with iPhone 13 series adv...

According to official media sources, China’s cyberspace regulator has issued a circular establishing new guidelines for celebrity-produced and celebrity-related information that can be seen on social media platforms.

New guidelines issued by the Central Cyberspace Affairs Commission require that content involving celebrities that encourages “products, services, brands or for-profit events” be properly identified as ads when it appears on any internet platform.

An “internet-wide boycott” of celebrities who disobey the law or violate social morality rules is called for in the circular, though no specifics have been provided as to how or by whom this will be implemented.

Content regarding celebrities is also being scrutinized more closely, according to the newly distributed standards, with misleading tales about entertainers and “irrational acts of idol-worship” being prohibited from appearing on the internet, among other things. In the release, there was no mention of what will happen to people who publish content that falls into these categories.

Chinese celebrities are under intense scrutiny from authorities concerned about their influence at a time when more international brands than ever are leveraging their influence to reach young consumers in the world’s largest fashion and luxury market. At a time when more international brands than ever are leveraging the power of Chinese celebrities to reach young consumers in the world’s largest fashion and luxury market, those celebrities are under intense scrutiny from authorities concerned about their influence. That pressure is unlikely to abate any time soon, which means that businesses will continue to have to maintain a delicate balance.

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