{"id":11601,"date":"2017-06-09T16:10:03","date_gmt":"2017-06-09T07:10:03","guid":{"rendered":"http:\/\/prauden.co.kr\/prauden-responds-to-the-new-advertisement-law-of-china\/"},"modified":"2017-06-12T14:07:53","modified_gmt":"2017-06-12T05:07:53","slug":"vol4_2","status":"publish","type":"post","link":"https:\/\/prauden.co.kr\/en\/vol4_2\/","title":{"rendered":"PRAUDEN Responds to the New Advertisement Law of China"},"content":{"rendered":"

In February 2017, Lotte Mart Chongwenmen Main Branch in Beijing was fined nearly 44,000 yuan (approximately USD 6,500) for illegal advertisements and violations of the Advertisement Law.<\/p>\n

Based on the world\u2019s largest population of 1.3 billion and the world\u2019s fourth largest land area, China has achieved splendid economic development over the past 20 years and has grown as the world\u2019s second largest economy (GDP).<\/p>\n

\"\"<Expected GDP in 2017>
\nSource: International Monetary Fund<\/a><\/p>\n

With its swift social changes, the governmental policies and regulations of China easily change as well, bringing us to focus on such changes to conduct business with China. Now we will go through the amendment to the Advertisement Law of China with which we should comply for product selling and advertising in that country.<\/p>\n

 <\/p>\n

The amendment to the Advertisement Law of China<\/h4>\n

In September 2015, the Chinese government completely revised the preexisting Advertisement Law which had been in force for 20 years since 1995 and introduced the newly enacted Advertisement Law<\/a>. The amendments are as follows.<\/p>\n

1. Regulations expansion and maintenance
\n2. Definition of false advertising and its types
\n3. Legal obligations and responsibilities of advertising agencies (advertising models)
\n4. Prohibition of distribution of cigarette advertisements
\n5. Regulations of advertisements using underage models
\n6. Regulations of online advertisements
\n7. Strengthened management and supervision of distribution of mass media advertisements
\n8. Increase in public advertisements and the expanded adjustment range of the Advertisement Law
\n9. Strengthened responsibility of the advertisement supervision department
\n10. Strengthened legal responsibilities<\/p>\n

Among the subparagraphs above, let\u2019s learn more about \u201cSubparagraph 2. Definition of false advertising and its types<\/strong>\u201d that may directly impact businesses selling finished goods such as clothes in China.<\/p>\n

 <\/p>\n

No superlatives<\/h4>\n

Superlatives should not be used for product descriptions and advertising copies. The use of modifiers widely used as advertising copies in China, such as \u201cChina\u2019s best (\u570b\u5bb6\u7d1a)\u201d, \u201cglobal-class (\u4e16\u754c\u7d1a)\u201d, \u201cthe best\/highest class (\u6700\u9ad8\u7d1a)\u201d, and \u201cthe finest (\u6700\u4f73)\u201d, is against the Advertisement Law. A business which uses \u201cthe best\u201d or similar words for its advertising may face a minimum of 200,000 yuan (approximately KRW 36 million) in fines. \u201cAbsolutely (\u7edd\u5bf9)\u201d, \u201cthe latest (\u6700\u65b0)\u201d, and \u201cthe only (\u552f\u4e00)\u201d should not be used as well.<\/p>\n

 <\/p>\n

Superlatives that cannot be used for advertisements<\/h4>\n

\u56fd\u5bb6\u7ea7, \u4e16\u754c\u7ea7, \u6700\u9ad8\u7ea7, \u6700\u4f73, \u6700\u5927, \u7b2c\u4e00, \u552f\u4e00, \u9996\u4e2a, \u6700\u597d, \u6700\u5927, \u7cbe\u786e, \u9876\u7ea7, \u6700\u9ad8, \u6700\u4f4e, \u6700\u5177, \u6700\u65b0\u6280\u672f, \u6700\u5148\u8fdb\u79d1\u5b66, \u56fd\u5bb6\u7ea7\u4ea7\u54c1, \u6700\u4fbf\u5b9c, \u6700\u65b0, \u6700\u5148\u8fdb, \u6700\u5927\u7a0b\u5ea6, \u6700\u586b\u8865\u56fd\u5185\u7a7a\u767d, \u7edd\u5bf9, \u72ec\u5bb6, \u9996\u5bb6, \u6700\u65b0, \u7b2c\u4e00\u54c1\u724c, \u91d1\u724c, \u4f18\u79c0, \u6700\u5148, \u9876\u7ea7, \u72ec\u5bb6, \u5168\u7f51\u9500\u91cf\u7b2c\u4e00, \u5168\u7403\u9996\u53d1, \u5168\u56fd\u9996\u53d1, \u4e16\u754c\u9886\u5148, \u9876\u7ea7\u5de5\u827a. \u6700\u65b0\u79d1\u5b66, \u6700\u65b0\u6280\u672f, \u6700\u5148\u8fdb\u52a0\u5de5\u5de5\u827a, \u6700\u65f6\u5c1a, \u6781\u54c1, \u7ec8\u6781, \u9876\u5c16, \u6700\u53d7\u6b22\u8fce, \u738b\u724c, \u51a0\u519b, \u7b2c\u4e00(NO.1, Top1), \u6781\u81f4, \u6c38\u4e45, \u738b\u724c, \u638c\u95e8\u4eba, \u9886\u8896\u54c1\u724c, \u72ec\u4e00\u65e0\u4e8c, \u7edd\u65e0\u4ec5\u6709, \u524d\u65e0\u53e4\u4eba, \u53f2\u65e0\u524d\u4f8b, \u4e07\u80fd<\/p>\n

\"\"<\/p>\n

<A Chinese advertisement using a superlative>
\nA superlative (top class, \u4e00\u6d41) is used.
\nImage source: china.com<\/a><\/p>\n

PRAUDEN\u2019s response<\/h4>\n

PRAUDEN makes hangtags in four different languages (Korean, English, Japanese, and Chinese), considering the export country of finished goods. In the Korean advertising market, superlatives such as \u201cthe best\u201d or \u201cthe most excellent\u201d are widely used in advertisements. If Korean advertising copies are translated literally into Chinese, they may be against the Advertising Law. Thus, PRAUDEN changed all the superlatives used for the Chinese hangtag to general adjectives in cooperation with the Legal Team of the Chinese office.<\/p>\n

\"\"<\/p>\n

\"\"<New Chinese hangtag complying with the Advertisement Law of China>
\nPRAUDEN deleted all superlatives including \u6700, \u7edd\u5bf9, and \u65e0\u4e0e\u4f26\u6bd4\u00a0and modified the sentences.<\/p>\n

Furthermore, we make sure that hangtags in English, Japanese, and Korean languages are not attached for products sold in China to prevent any confusion.<\/p>\n

As PRAUDEN exports its feathers to all over the world as well as China, it swiftly responds to changes in the global market. Thanks to PRAUDEN\u2019s efforts, buyers can use its feathers and marketing services without any concern.<\/p>\n

By<\/strong> PRAUDEN Brand Part Lee Su-kyung<\/p>\n","protected":false},"excerpt":{"rendered":"

In February 2017, Lotte Mart Chongwenmen Main Branch in Beijing was fined nearly 44,000 yuan (approximately USD 6,500) for illegal advertisements and violations of the Advertisement Law. Based on the world\u2019s largest population of 1.3 billion and the world\u2019s fourth largest land area, China has…<\/p>\n","protected":false},"author":3,"featured_media":11574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[95],"tags":[],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/prauden.co.kr\/wp-content\/uploads\/2017\/05\/shutterstock_171897389.jpg","_links":{"self":[{"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/posts\/11601"}],"collection":[{"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/comments?post=11601"}],"version-history":[{"count":0,"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/posts\/11601\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/media\/11574"}],"wp:attachment":[{"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/media?parent=11601"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/categories?post=11601"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prauden.co.kr\/en\/wp-json\/wp\/v2\/tags?post=11601"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}