Chinese ad market regulation will come into force in 2010

Date: 13/10/2009

Last September, the Chinese State Administration of Radio, Film and Television issued new regulation to replace the temporary provisions issued on September 15th, 2003. This revised regulation will come into force on 1 January 2010.

WFA's local member, the China Association of National Advertisers (CANA), has provided us with the following guidance on the implications for advertisers:

- From January 1st, 2010, commercials shown in a 45-minutes TV drama program during prime-time - between 7pm and 9pm - can only been shown once and cannot exceed a 1 minute duration.

- During non-peak times, the Administration has ruled that 45-minute shows can contain two ads of 1.5 minutes, as opposed to one ad of 2.5 minutes, as is currently the case. This applies to TV shows only.

- Public service communications will take at least 3% share of the total amount of commercial messages per day, with a minimum of 4 ads during the prime-time both on TV (7pm-9pm) and Radio (11am-1pm).

- Commercial ads time altogether should not exceed 12 minutes per hour both on TV and Radio during non prime-time, and 18 minutes during prime-time.

- Among the products that will have their right to advertise restricted are prescription drugs, tobacco, chat lines, "superstitious tests" (such as fortune telling), and milk ads featuring claims such as "substitutes breast milk".

- Any broadcasters found to be in contravention of these criteria could receive a fine of 30,000 yuan ($4,412; €3,009; £2,673), and/or a revocation of their broadcasting license.

The full (Chinese) version is available here.

For more information, please contact Caroline Ceska, [email protected] or Xiao Li, International Liaison Department, CANA [email protected]

 


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