China: Adopted Guiding Opinions on Further Regulating Celebrity Advertising Endorsement Activities

On 31 October 2022, China's State Administration for Market Regulation (SAMR), along with a number of other government agencies, adopted the Guiding Opinions on Further Regulating Celebrity Advertising Endorsement Activities. The Guiding Opinions set out rules applying to celebrities, notably including internet celebrities, and their endorsement of products. Celebrities' endorsements are required to be legal, honest, and in line with traditional virtues and moral values. Furthermore, celebrities are required to carry out and document due diligence regarding the products they choose to advertise. The Guiding Opinions also contain rules for companies making use of celebrity advertising. Such companies are required to ensure that advertisements are true and authentic. Further, companies are required to take into account the character and personal records of celebrities they choose to work with, with a ban on engaging minors under the age of ten for advertising purposes. Certain industries, including a number of health-related industries, are prohibited from engaging celebrity advertisers.