Define the product, channel and jurisdiction
This guide concerns general production and publication checks for ecommerce video advertising in mainland China. Establish the product category, advertiser, seller, platform and purchase destination. Overseas placements, restricted products and particular disputes require their own applicable-rule assessment. A checklist cannot guarantee compliance.
Support claims, offers and comparisons
China's Advertising Law addresses truthful content, clear product and price statements, accurate sourced statistics and the prohibition on disparaging competitors' goods or services. Record the model, conditions, support and information owner for each claim; compare dialogue, demonstrations and the product page. Official text
Check omitted accessories, operating conditions, steps and comparison subjects. Record offer dates, scope, quantities and additional costs. Fleeting small print cannot reliably repair a misleading main presentation. A changed product, promotion or edit needs renewed review of affected statements; client approval is not substantiation. Electronic advertising also needs assessment of consent or a request and refusal arrangements; a contact list is not unconditional permission.
Make advertising recognisable and inspect interactions
The Internet Advertising Measures require conspicuous advertising identification for certain knowledge, experience or review promotions with purchase methods. They also address obvious one-click closing for pop-ups and misleading system or playback prompts. Inspect the video, title, description, controls and destination together. Official measures
Recognisability also depends on publisher identity and context; one label rule does not fit every presentation. Consult the enforcement guideline and the platform's current rules. Walk through real mobile, desktop and destination experiences to check visible identification and understandable buttons.
Review personal information separately from production
The Personal Information Protection Law requires a lawful basis and provides requirements concerning notice, public disclosure, sensitive information, children under fourteen and automated marketing. One broad consent should not be assumed to cover every use. Official text
List what is collected, why, access, retention and handover. Review appearances, customer comments, order screenshots and marketing contacts separately. Remove unnecessary contact, address and transaction details. Changed purposes or public scope and sensitive material require the responsible party to assess the relevant conditions. Prior online appearance is not unlimited reuse permission.
Add review for restricted products and editorial ethics
Medical, drug and medical-device advertising may require prior review; the internet measures include category-specific and child-directed restrictions. Identify the category before choosing the process and match approval material to the final version.
Editorial review can also examine fabricated outcomes, statements edited against their meaning, humiliation, exploitation of children's understanding and legible conditions. These are production judgments rather than a claim that every question has the same statutory status.
Retain support, approved versions, use scope and publication inspection. Recheck changes to products, offers, destinations or audiences. Stop further distribution of an affected version while facts and corrections are assessed by the responsible party. See the material and version guide for general handover methods.