China: State Administration for Market Regulation announced measures taken to strengthen advertising supervision and enforcement

On 14 March 2026, the State Administration for Market Regulation (SAMR) announced measures taken to strengthen advertising supervision and enforcement. The measures apply to sectors including financial services and digital advertising formats, including live-streaming and Artificial Intelligence (AI)-generated content. It was highlighted that in 2025, authorities investigated 44,500 violations and imposed fines and confiscations totalling RMB 252 million, over misleading claims, financial return guarantees, and harmful or vulgar content, including material affecting minors. Enforcement also focused on influencer endorsements, deepfake advertising, disguised advertorials, and non-compliant advertisements.