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2016 China Advertisers Commitment
The “2016 China Advertisers Commitment” (Hereinafter referred to as the “Commitment”) was jointly initiated and drafted by the China Advertising Association (CAA) and the China Association of National Advertisers (CANA), aiming at maintaining the advertising market order in China, further strengthening the self-regulation awareness of the industry as well as implementing the requirements regarding the industry self-regulation enhancement outlined by the new Advertising Law of the People‘s Republic of China (Hereinafter referred to as the “Advertising Law”) and the 13th Five Year Plan of China Advertising Industry.
The Commitment was drawn up based on the Advertising Law and relevant regulations and rules and combined with the practical situations of the advertising industry in China. It was also referred to certain industry self-regulation codes from overseas markets. Its drafting has gained strong support and valuable contribution from advertisers home and abroad. The consensus reads as follows:
Advertising is an important channel for marketers to communicate with consumers and a significant sphere where enterprises present and build up their credibility and social responsibility.
All main bodies of the advertising activities, when engaged in commercial advertising activities in China, shall comply with the Advertising Law and other relevant laws and regulations.
Advertisements shall be true to facts and legal. Positive and healthy forms shall be used in presentations of advertising contents. Advertisements shall keep in accordance with the requirements for promoting the socialist spiritual civilization and advancing fine traditions of Chinese culture. Advertisements shall not contain any false or misleading information, deceiving or misleading consumers.
Advertising activities shall act in compliance with generally accepted business principles of fair competition and shall respect goodwill and Intellectual Property Rights (IPR) of others or other brands, like names and trademarks.
Marketers, when collecting and using consumer’s personal information in advertising activities, shall follow the legal, proper and necessary principle and shall respect and protect individual’s privacy.
Advertising activities shall adhere to the responsibility of protecting children and the minors. Marketers shall not take advantage of the potential vulnerability or credulity of the minors to create, produce and/or publish advertisements which may lead to physical and mental harm to them.
Advertisements shall encourage healthy lifestyles and reflect the “Green, Healthy, Low-carbon and Sustainable” marketing concepts, and shall not hinder the protection of environment and natural resources.
Advertisements shall not contain any information of ethnic, racial, religious or sexual discrimination.