The only global event for advertisers comes to China in April 2011.

WFA & CANA held a press conference on April 11 to announce the launch of the first joint China advertising self-regulation code. Adopted by the China Association of National Advertisers (CANA), the China Advertising Association and the China Advertising Association of Commerce, this marks the first set of ethical standards for the entire marketing industry in China.

The press conference kicks off the first Global Advertiser Week in Beijing for the first time in its 58-year history. More than 150 participants from over 30 countries will attend the week's meetings. The showcase event, the Global Advertiser Conference, to be held on Wednesday April 13th, expects to attract more than 500 local delegates.

With China set to overtake Germany as the world's third-biggest ad market (GroupM, TYNY 2010) and its ongoing shift to a consumption-led economy, the launch of the China self-regulation code demonstrates the industry's commitment to high ethical standards in advertising at a critical time. Reflecting established global best practices, the code complements and reinforces applicable laws by placing a greater responsibility on industry to police itself.

The code was jointly developed by the three leading Chinese ad industry associations in close consultation with the WFA as well as multinational and Chinese companies. The code demands that all brand communications be legal, decent, honest and truthful, that brands apply established principles of fair competition and recognize the special care required in marketing to children and young people. It also includes rules applying to advertising for medicines, health products, food and cosmetics.

For the first time in China, the code sets basic rules for the marketing of alcoholic beverages. Notably, it establishes that alcohol marketing communications should not undermine the promotion of responsible drinking, and should not be aimed at or portray minors or pregnant women. The adoption of these rules has been championed by leading global alcohol beverage producers as part of their commitment to responsible marketing communications under the Global Actions on Harmful Drinking.

Said Stephan Loerke, WFA Managing Director; “I congratulate the Chinese marketing industry on this important step. In a successful consumer-led economy, trust in brand communications is critical. This code is a significant first step towards establishing effective advertising standards in China.”

CANA Executive Director, Duan Ruichan said; “Brands are built on trust and this is a good first step in the right direction towards helping to building greater consumer trust. We look forward to working collaboratively with the broader Chinese marketing industry in establishing the processes which will implement and enforce these new standards.”

Full details of the conference can be found at www.wfanet.org/beijing

For more information about the event please contact Will Gilroy: [email protected]