WeChat Advertising in China: Stay Compliant with These 2025 Rules

Advertising in China isn’t as simple as running the same campaign you used elsewhere. The rules are different and a lot stricter. From how you describe your product to the platforms you use, everything needs to follow China’s specific advertising laws. What might be acceptable in the U.S. or Europe could easily get your ad rejected, or worse, lead to fines and bans in China.

Understanding these laws isn’t just about staying compliant, it’s about setting your brand up for success. With platforms like WeChat at the center of daily life in China, advertising needs to be not only creative but also carefully aligned with legal and cultural expectations. WeChat isn’t just a messaging app, making WeChat advertising a powerful channel that demands both strategic and compliant execution.

This guide is here to help you avoid the most common pitfalls: blocked ads, suspended accounts, and costly penalties. By learning the rules and how to work within them, you’ll save time, protect your brand, and reach Chinese customers more effectively.

A quick overview of China’s advertising law

Advertising in China comes with big opportunities but also serious responsibilities. To succeed in this market, you need to understand the rules that shape how ads are created, published, and reviewed. China’s Advertising Law was first introduced in 1994 and has been updated several times to reflect the fast-changing digital landscape. 

It’s enforced by the State Administration for Market Regulation (SAMR), along with local government agencies that handle day-to-day checks and approvals. These regulators make sure advertising content is legal, fair, and doesn’t mislead or harm consumers.

So, what does this law actually require? 

Here are four key rules every advertiser must follow:

• No false or exaggerated claims – You can’t say your product is the “best,” “No.1,” or “guaranteed” unless you have solid, verifiable proof.
• Be clear and truthful – Product descriptions must be honest, easy to understand, and not misleading in any way
• Avoid unrealistic promises – Statements like “instant results” or “delivery in 3 minutes” can get flagged or disapproved.
• Respect cultural and legal boundaries – Don’t use language or imagery that’s aggressive, sensitive, or culturally inappropriate.

These rules apply across platforms from search engines  to social media apps like WeChat  and it doesn’t stop at the ad itself. Your landing pages, spokespersons, and even customer reviews may be reviewed for compliance.

Chinese advertising is about more than grabbing attention; it’s about building trust and following the rules. If you want your brand to grow in this market, learning the basics of the law is your first smart move.

How do WeChat ads work?

WeChat isn’t just another app—it’s an all-in-one platform woven into the daily lives of over a billion users in China. From messaging and payments to shopping and booking services, people use WeChat for almost everything. That’s what makes it such a powerful place for brands to advertise. But with that power comes close scrutiny.

WeChat’s advertising format works differently than on platforms like Facebook or Google. Instead of flooding users with content, WeChat offers targeted ad placements designed to blend seamlessly into the user experience. 

The most popular format is WeChat Moments ads, which appear like regular posts in a user’s feed. These ads can include text, images, videos, and links to mini-sites or WeChat mini programs—lightweight apps that let users shop, play games, or learn more without ever leaving WeChat.

You can also run banner ads inside official accounts or use WeChat Search ads to reach users who are actively looking for brands or services. The targeting is precise based on location, interests, behavior, and more making it ideal for reaching the right audience at the right time.

But, WeChat reviews ad content very strictly. Every ad must follow China’s advertising laws and platform-specific policies. That means no exaggerated claims, no politically sensitive material, and no culturally inappropriate content. Even visuals and wording are closely reviewed to make sure they align with China’s values and WeChat’s standards.

Why so strict? 

Because WeChat is trusted by its users. It’s part of their daily routine, and Tencent—the parent company—wants to protect that trust. For advertisers, that means you need to create smart, respectful, and localized content. 

When done right, WeChat advertising can open doors to deep engagement and brand loyalty in one of the world’s most unique digital markets.

Key advertising roles explained in simple terms

When running WeChat ad campaigns in China, it’s important to know who’s responsible for what. China’s advertising law clearly defines several key roles and understanding them helps you stay compliant and avoid surprises.

Let’s break it down in simple terms:

• Advertiser: The brand or business that creates, funds, and controls the ad. As the advertiser, you decide the message, choose the product focus, and manage how it’s promoted. You’re legally responsible for ensuring all claims are truthful, compliant with local regulations, and not misleading. If something goes wrong, the accountability rests with you.
• Publisher: This is WeChat, or more specifically, the part of the platform that shows your ad to users. WeChat must review your ad before it goes live. If it doesn’t meet the rules, it won’t get approved.
• Advertising operator: If you’ve hired an agency or a third party to manage your campaign, they fall under this category. They help with strategy, design, and placement—but they also share some responsibility for compliance.
• Spokesperson: This could be an influencer, celebrity, or expert endorsing your product. In China, if they promote false claims, they can be held liable too.

In short, everyone involved in a WeChat campaign—brand, agency, platform, and promoter—has a legal role to play. Knowing who does what protects your brand and keeps your campaign running smoothly.

The four values behind China’s advertising law

China’s advertising law isn’t just about avoiding legal trouble; it’s built on four core values that shape how ads should look, feel, and behave: order, respect, equality, and truth. Understanding what these mean in real-world advertising is key to running successful campaigns on platforms like Baidu.

Order is all about keeping things socially stable. Ads that cause panic, encourage risky behavior, or seem overly aggressive can quickly get pulled. Think of it as keeping your message calm, helpful, and in line with public interest.

Respect focuses on protecting cultural norms and individual dignity. Ads must avoid offensive language, inappropriate visuals, or anything that targets sensitive topics like religion, ethnicity, or national symbols.

Equality means no false sense of superiority. Phrases like “number one brand” or “the best in China” are often banned unless you have hard data to back it up — and even then, they’re heavily scrutinized.

Truth is simple: no exaggerations, no misleading claims. Every promise you make must be honest and provable.

If your ad breaks any of these values, it’s likely to be rejected — or worse, flagged by authorities. 

The takeaway? 

In China, ads aren’t just selling a product, they’re also judged on how responsibly and respectfully they communicate. By adhering to these values, your brand will be well-positioned for long-term success.

How to keep honest and accurate Ads in China

In China’s tightly regulated advertising environment, especially on platforms like Baidu, keeping your ads honest and accurate isn’t just good practice, it’s the law.

Start with the basics: no false promises, vague guarantees, or exaggerated claims. 

Making statements like “No.1 in the world” or “guaranteed results” without proof will get your ad flagged or rejected. Baidu’s filters are designed to catch these red flags. Even well-meaning phrases like “fastest treatment” or “instant improvement” can cause trouble unless you have verified, documented evidence.

Transparency is key. If you’re running a promotion or offering a free gift, you must clearly disclose the terms. For example, “Buy one, get one free” should include conditions like “while supplies last” or “valid through [date]” if they apply. Leaving out important details could be seen as misleading—and regulators won’t go easy on it.

So, what’s allowed?

• Tested by third-party labs — if you have documentation.
• Improves appearance over time— if you avoid specific timelines or guaranteed results.
• Customer favorite — if backed by real reviews or internal data.

And what gets blocked?

•  No.1 in China” — unless you have official market share data.
• 100% cure” or “zero risk” — these are seen as medically or financially misleading.
•  Instant success” — vague time-based guarantees are a no-go.

Therefore, always aim for truthful, clear, and well-supported messaging. Honesty isn’t just about avoiding penalties—it also builds trust with your audience. When you stay transparent and accurate, your brand comes across as reliable, credible, and ready to thrive in China’s complex but rewarding market.

China’s advertising rules for high-risk industries

Chinese advertising is filled with rules but if you’re in health, alcohol, education, finance, or property, the bar is even higher. These industries are tightly regulated, and one wrong word can lead to serious trouble.

• Health-related ads can’t make exaggerated claims like “cures disease” or “guaranteed results.” You’re also not allowed to show dramatic before-and-after photos or medical visuals that could mislead consumers. Even using terms like “safe” or “effective” without proof can get flagged on platforms like Baidu or WeChat.
• Alcohol ads face their own set of rules. You can’t link drinking to success, strength, or social status. Phrases like “makes you feel confident” or showing people actively drinking alcohol in a celebratory context are a no-go.
• In education, promises like “get into top schools” or “guaranteed exam success” are not allowed. This includes coaching centers, test prep programs, or overseas study services. Ads must be clear, honest, and not play on fear or pressure.
• Finance and property ads are heavily monitored. You cannot use words like “zero risk,” “guaranteed return,” or “get rich fast.” Even claims like “5 minutes to subway” in real estate ads need to be verifiable, or your campaign could be taken down.

So how do you advertise these safely—especially on WeChat?

Focus on facts, not hype. Use verified data, clearly state risks when needed (especially in finance), and avoid emotional manipulation. Stick to soft-sell content, education-driven campaigns, and storytelling that aligns with local values. Always double-check compliance with a local expert or agency.

Moreover, follow the rules, be transparent, and respect cultural sensitivities. Done right, even tightly regulated industries can win trust and customers on platforms like WeChat.

What you need to advertise safely on WeChat

Thinking of advertising on WeChat? Great choice — but before you jump in, there are a few important things you need to know to do it safely and smoothly.

Start with the right account and you need a WeChat Official Account to run ads. There are two types: personal and business. For advertising, only a business account works, and it must be verified. A verified business account shows your brand is legitimate and unlocks access to features like Moments ads and WeChat mini-program integration. Unverified accounts are limited and can’t run ads.

Documents you’ll need  for your WeChat business ads
To set up your verified business account and run ads, you’ll need the following:

• A registered business license (Chinese or overseas)
• Legal representative’s ID or passport
• Company bank account details
• ICP license (for Chinese websites, if hosting locally)

If you’re working through a third-party agency, they may ask for additional documents, depending on your industry.

Tips to get faster approval of WeChat ads

WeChat ad approvals can be strict. To speed things up:

• Avoid superlatives like “best” or “No.1” unless you have proof
• Make sure your ad images and videos are clean, clear, and culturally appropriate
• Translate copy with the help of a native speaker — machine translation often triggers rejections
• Double-check that your landing page matches your ad claims and follows WeChat’s content rules

Also, steer clear of sensitive topics, medical claims, or exaggerated promises. These are quick ways to get flagged or banned. Thus, advertising on WeChat is powerful but it works best when you’re prepared. 

With the right setup, clear documents, and smart content choices, your ads can go live faster, stay compliant, and reach millions of engaged users across China.

What not to do: Common mistakes brands make on WeChat

Advertising on WeChat opens the door to millions of potential customers—but getting it wrong can shut that door fast. Many foreign brands assume they can treat WeChat ads like Facebook or Instagram, but the platform  plays by different rules. 

Here are some of the most common missteps—and how to avoid them.

1. Making bold promises without proof
Statements like “100% results guaranteed” or “No.1 brand in China” are quick ways to get your ad rejected. WeChat—and Chinese law—requires all claims to be verifiable. If you don’t have proof, don’t say it.

2. Using sensitive or misleading images
Overly graphic health visuals, before-and-after transformations, or images that suggest dramatic change (especially in beauty or wellness) often get flagged. Keep visuals subtle, clean, and culturally appropriate.

3. Skipping localization
Running English-language ads or simply translating your Western content won’t work. Chinese audiences expect culturally relevant messaging. If your ad doesn’t feel local, it won’t resonate—and likely won’t be approved.

4. Ignoring ad format rules
WeChat has specific requirements for Moments ads and mini-program placements. Incorrect image sizes, too much text, or unapproved landing pages are common issues. Always follow WeChat’s current ad specs.

For example
A skincare brand’s ad claiming “wrinkle-free skin in 7 days” was rejected due to exaggerated claims and unrealistic promises. After changing the copy to focus on “hydrated, smoother-looking skin” and removing the time frame, the ad was approved and performed well.

Success on WeChat starts with understanding the platform, respecting the rules, and speaking to your audience the right way. Do that, and your campaigns are far more likely to succeed.

Rules to help protect your business on WeChat

When advertising on WeChat, it’s important to know that China’s advertising law includes specific rules to protect individuals and businesses—especially from misuse of names or images.

Article 33 of the law clearly states that if your ad uses someone’s name or photo, you must get their written permission first. This is even more important if the person is a minor or does not have full legal capacity—you’ll need their guardian’s written consent.

Why does this matter? 

Because some individuals in China may try to use your brand name or image without permission, knowing that foreign brands may not monitor Chinese social media closely or understand the language.

To prevent this, Article 34 requires advertising platforms like WeChat to have systems in place for verifying who is placing ads. They must check business licenses, review ad content, and archive all ad-related documents. Ads without proper documents or that contain false or incomplete information cannot be published.

Article 35 also requires platforms to make advertising fees and payment methods publicly available, adding another layer of transparency.

Final  thoughts

Advertising on WeChat offers powerful access to millions of engaged users but only if you follow China’s strict advertising laws. For foreign businesses looking to advertise on WeChat from overseas, success requires more than just launching creative campaigns. It demands careful attention to accurate claims, respectful visuals, verified business documents, and platform-specific rules.

China’s ad regulations aren’t just about restrictions—they’re designed to protect consumers and ensure fairness. For foreign brands, playing by these rules is the key to building trust and long-term success in this unique market.

Ready to launch your WeChat campaigns the right way?

Start by aligning with China’s laws, crafting culturally relevant content, and working with experts who know the local landscape. Smart, compliant advertising leads to lasting growth in China.