WeChat compliance

WeChat Compliance: 2025 Guide for Global Brands

Brands successful in China all have one thing in common—a strong WeChat presence. Among several other aspects, this also requires compliance with WeChat’s strict advertising regulations, data privacy rules, and content censorship.

In this article, our experts, with almost 20 years of marketing experience in China and extensive knowledge of WeChat (we’ve run thousands of campaigns for hundreds of global brands), share their insights on WeChat regulations and compliance. As a bonus, we’ll reveal how to get your message out there, even if your niche is (somewhat) restricted. 

We will also examine public information on WeChat compliance (only previously available in Chinese) and explain what this means for foreign marketers. 

Let’s begin.

WeChat – A Quick Recap

With more than 1.3 billion monthly active users and multiple practical functions, WeChat is indispensable in daily life in China.

Domestic and global brands that want to promote their products and services, connect with their audience, or simply raise their profile can’t get around a strong presence on WeChat (and Baidu) in China.

However, government regulations and censorship impact China’s vibrant digital landscape and affect more than 1 billion Chinese online users across all Chinese websites, platforms, apps, and foreigners browsing Chinese content.

Before we jump into the nitty gritty of WeChat compliance and regulations, we first need to see the bigger picture of online rules and laws of China’s digital space—under which WeChat (and other Chinese social media and marketing platforms) fall. Click here to skip this step and get right to WeChat compliance.

Chinese Internet Regulations

While some information is limited, restricted, or regulated, other content is fully censored in China. This applies to all online platforms (and offline touchpoints as well, by the way), including WeChat.

Censorship in China

The following areas are subject to censorship:

  • Politics
  • Sexuality
  • Social stability
  • National security
  • Foreign influence

For example, Western platforms like Google, Facebook, Wikipedia, Reddit, and Quora are fully blocked by the “Great Firewall” in mainland China (although not in Hong Kong, Macau, or Taiwan). 

In total, more than 1,000 websites, apps, and online platforms are affected by this block. This can be bypassed with a VPN, although unauthorized VPNs (i.e. those used by general users) are illegal. 

Although warnings and small fines are most common for violations against the “Great Firewall,” like hosting and accessing restricted content, there have also been severe fines against companies and even imprisonment of individuals. For example, a prominent human rights lawyer and his activist wife were imprisoned for their rights advocacy online

However, these cases are difficult to confirm as the Chinese government often keeps specific fines and penalties confidential. But don’t worry, we have never had a client or heard of anyone running into legal problems for selling a product or service on WeChat.

Chinese Online Laws & Policies

The Chinese Government department responsible for the management of China’s online space and the respective laws as well as licensing companies for their activities is the Cyberspace Administration of China. WeChat compliance is based on these laws and the Chinese Internet Advertising Law.

Below is a table of the most important laws and policies around data compliance in China (which also affect WeChat). 

Chinese Law / PolicyDescriptionEquivalent in the EU
Cybersecurity Law (2017)Compliance with censorship/monitoring online activities/user data must be stored in ChinaEU Cybersecurity Act
National Security Law (2015)Controlling the flow of information/blocking content that may threaten public stabilityEU Cybersecurity Act
Internet Information Services Administrative Measures (2011)Monitoring and removing illegal content/verifying online user identitiesE-Commerce Directive, Digital Services Act (DSA)
Personal Information Protection Law (PIPL) (2021)Handling of personal data and online activitiesGeneral Data Protection Regulation (GDPR)
The Data Security Law (DSL) (2021)Complements the PIPL/related to data processing/focusing on safeguarding “critical data”General Data Protection Regulation (GDPR)
Provisions on the Administration of Online Information Content (2017)Management and censorship of user-generated contentDigital Services Act (DSA), E-Commerce Directive

These laws require that data generated by Chinese citizens be stored within China’s borders to ensure government control and guarantee national security. 

Foreign companies operating in China must comply with these requirements, meaning they must set up local data centers or partner with local providers. 

Additionally, cross-border data transfers are highly regulated and subject to strict government assessments.

For global brands, compliance with China’s censorship and online regulations isn’t just about avoiding censored topics and fines, it is about embedding operations within these regulatory frameworks to build trust and operate successfully in the Chinese market.

WeChat’s Position in Chinese Online Regulations

As China’s most used app, WeChat is directly impacted and influenced by the strict Chinese online regulations and laws that control online activities, data privacy, and content sharing. WeChat also has its own “Acceptable Use Policy.”

Based on publicly available information in China and our experience, we will explore WeChat’s compliance framework, key regulations, and how global brands can navigate these to operate successfully in the Chinese market without facing legal or other issues.

Restricted Categories on WeChat

In total, there are 26 categories restricted/banned from advertising on WeChat, based on the platform’s policies and Chinese regulations:

Addictive Substances

  • Illegal Drugs
  • Tobacco
  • Alcohol
  • Gambling
  • Sexual and Pornographic Content

Dangerous Goods

  • Weapons
  • Explosives and Fireworks
  • Radioactive and Toxic Materials
  • Illegal Substances and Chemicals

Misleading / Harmful Content

  • Deceptive or False Advertising
  • Misinformation or Harmful Content
  • Counterfeit Products
  • Fake or Misleading Job Offers
  • Get-Rich-Quick Schemes
  • Unlawful Political Content
  • Content that Endangers National Security
  • Extremist Content
  • Discrimination and Hate Speech
  • False or Misleading Product Reviews
  • Unverified Health Benefits
  • Exaggerated Beauty Claims

Unlicensed Products/Services

  • Financial Services (Unlicensed)
  • Medical Services (Unlicensed)
  • Pharmaceuticals (Unlicensed)
  • Health Products (Unlicensed)
  • Educational Programs (Unlicensed)

These internet restrictions reflect the broader social concerns of maintaining stability, protecting public health, and upholding moral standards.

It’s difficult to obtain verification status for advertising in real estate, financial, and medical services because these sectors are closely monitored. 

WeChat Advertising Regulations

Compared to Facebook, advertising regulations on WeChat are much stricter, and all ads require approval from WeChat before publication.

In practice, if you are working with us, you won’t feel these regulations often because we will create the ads and manage the targeting in a way that adheres to the Internet rules and platform’s policies. 

An ad may be blocked even in traditionally “safe” niches that don’t usually face heavy restrictions. This could be due to the language used in the ad copy, or a sudden policy change resulting in the ad getting flagged. In the rare event this happens, we can usually get around this by targeting related topics.

However, if you are running ads or even just organic WeChat content without the help of experienced mainland marketers, it would not be uncommon to face major restrictions or even have your entire account blocked.

Key WeChat Advertising Rules

  • Censored topics/niches: See above
  • Superlatives: Words like best (最佳), most advanced (最先进), or premium (高级) are not allowed as they can be misleading.
  • False Claims and Exaggerations: All false and misleading claims are prohibited. Terms like rare (稀有) or only a few left (仅剩几件) are not allowed as they can mislead users. 
  • Images: Photos and graphics must be realistic, accurate, and not misleading, showcasing the true nature of the product or service.
  • Paid Advertising: Influencer collaborations and paid ads must be clearly marked.
  • Negative Comparisons: Derogatory remarks towards competitors are not allowed.
  • Respectful Language: Maintain professional manners at all times without sexual innuendos, discrimination, and causing offense.
  • National Symbols: The use of national symbols like flags should be avoided.

Common Pitfalls

WeChat advertising and regulations in combination with the specifics of Chinese culture can be a bit tricky. It’s no wonder many advertisers still find that their ads are not approved immediately. 

Here are some common errors:

All information related to a product or service must be easily readable and not misleading so ads must avoid unclear warnings and provide clear usage Information. For example, ads might come with the following caveats: Individual results may vary, investment carries risks, and consult a doctor before use.

Call-to-actions must be genuine, and misleading CTAs will result in your ad not being approved. An example might be a click-for-reward that forwards the user to a contact sign-up form.

Ads must be identified as such, and should not be disguised as news or editorial/organic content so make sure advertisement labels are included.

It’s also important to have all the relevant certificates to prove the claims made in the ad. For example, a corresponding certificate is required if your product claims to be 100% organic

The latest WeChat regulations now prohibit certain marketing tactics that were allowed before; therefore, using outdated marketing language can cause issues. For example, using never before is prohibited along with buttons that mislead users about the destination page.

To avoid any issues – stay up-to-date with WeChat’s continuously evolving policies.

Reporting Violations

In addition to WeChat’s role as a regulatory authority, users and consumers also have the option to report advertisements and other content they believe violates online regulations. 

  • Advertisements: Tap the “Report” (举报) option, usually at the bottom or in the settings menu of the ad.
  • Public account posts: Tap the three-dot menu in the top-right corner and select “Report.”
  • Messages in chat: Long-press the specific message and select “Report.”
  • Mini-programs: Go to the program settings or details page and look for the “Report” button.

Select a reason: False/misleading information, fraud/scam, pornographic, or other violation, and submit the report.

Example: How to report content on WeChat

WeChat compliance
WeChat compliance

WeChat follows the Chinese Internet Advertising Law and may take down content or suspend accounts. Legal actions under Chinese law may result in additional fines and sanctions of up to one million RMB and the revoking of business licenses. 

WeChat Compliance Challenges for Foreign Brands

Due to cultural and language barriers foreign brands may face greater challenges related to Chinese online laws than domestic brands. 

To avoid brand content being removed, flagged, accounts closed or penalties issued, foreign brands should carefully comply with WeChat regulations and Chinese online laws, which include adhering to data protection laws, monitoring messages, and moderating chats and comments. On top of this, brands must have user consent to collect personal data and be aware of how data is transferred from and to China and where it is stored. 

Moreover, brands must know about WeChat’s strict control over mini-programs and e-commerce functionalities, including compliance with payment processing, and consumer protection.

WeChat Compliance: FAQs

What types of content and ads are banned on WeChat?

Of course, all illegal products are banned, and so are addictive substances, dangerous goods, misleading and harmful content as well as unlicensed products and services.

Which documentation is mandatory on WeChat for Official Accounts?

WeChat also has its own terms and conditions and content policies all brands must follow. Although WeChat may not specifically require an imprint or privacy policy on every brand page, this is common practice. 

To register a WeChat Official Account, a business license, and the administrator’s identity are required to verify the account. When running ads related to the brand name, the brand registration documents must be provided.

How can brands avoid violating WeChat’s content rules?

Stay current with China’s online laws, regulations, and WeChat rules. Stay clear of sensitive topics and niches related to politics, and illegal and unlicensed products. When in doubt, consult a China marketing and WeChat expert.

Our Services for WeChat Compliance

If you need support for your WeChat campaigns or your China marketing, our team of experienced specialists is here for you. 

Our WeChat services for local and foreign brands include:

  • organic content creation,
  • paid ads management,
  • influencer facilitation, and
  • Chinese customer service.

All of these services include:

  • Official Account setup,
  • compliance, and
  • analysis and reporting.

We also offer account setup and training services on an ad-hoc basis.

Contact us for your free personal consultation.

The Takeaway

With more than 1.3 billion users and an integral part of everyday life in China, WeChat connects people and brands to one of the largest consumer markets in the world.

While promoting organic and paid content, regardless of the type and niche of your business, WeChat holds immense opportunities, compliance with the platform’s policies and China’s laws for online regulation are mandatory to avoid fines, content removal, or account suspension.

Compliance with Chinese online laws and WeChat regulations can be a minefield and subject to change, so steering clear of censored topics, adhering to regulated areas, and remaining culturally sensitive in China can be tricky for foreign brands.

If you need a helping hand, our experts are here to help you grow your business in China—from brand awareness to increasing sales, and much more. 

Click here to discuss your China marketing and WeChat strategy.

Similar Posts