Recently, Bright Dairy uploaded a video advertisement that used a map of China, but failed to represent China’s territory completely and accurately.

The Shanghai Administration for Market Regulation has issued a fine to Bright Dairy for not using the map correctly. Because it did not use the map correctly, it violated the relevant provisions of the Advertising Law of the People's Republic of China (hereinafter referred to as “Advertising Law”), therefore, decided to impose a fine of RMB300,000.

The incorrect use of map of China and the failure to provide a complete and accurate representation of China's territory are behaviors that damage the dignity or interests of the State. Article 9 of the Advertising Law clearly state that advertisements shall not damage the dignity or interests of the State or divulging State secrets. For violations of Article 9, Article 57 of the Advertising Law clearly states that the advertising operators and publishers will be subject to confiscation of advertising fees by the market regulatory department, a fine of not less than RMB200,000 and not more than RMB1,000,000, and in serious cases, the business license may be revoked and the registration certificate for the publication of advertisements may be revoked. 

Advertising Law

Article 9 An advertisement should be prohibited from:

(1) using, or using in a disguised form, the national flag, national anthem, national emblem, military flag, military song, or military emblem of the People's Republic of China;

(2) using, or using in a disguised form, the name or image of any state authority or its staff member;

(3) using “national,” “highest,” “best,” or similar comparative words;

(4) damaging the dignity or interest of the state or divulging any state secret;

(5) disturbing social stability or damaging the public interest;

(6) damaging personal or property safety or divulging individual privacy;

(7) disturbing the public order or departing from a good social climate;

(8) containing any obscene, pornographic, gambling, superstitious, horrible, or violent content;

(9) containing any ethnically, racially, religiously, or sexually discriminatory content;

(10) impeding the protection of environment, natural resources, or cultural heritages;

(11) falling under any other circumstances as set out by any law or administrative regulation.

Previously, we sorted out the common violations in food advertisements, please click Common Violations in Food Advertisements to get more changes.