Agencies and clients alike were vocal in their criticism, with much of the angst sparked by the additional investment they’d have to front up to reshoot Chinese New Year spots. The ban was eventually relaxed, with a word of caution to China advertisers to tread carefully in the mainland’s TV regulation minefield.
1 So what actually happened? In the lead-up to Chinese New Year, many advertisers — both international and local — submitted commercials to CCTV for review, part of the regular approval process. Advertisements celebrating CNY which contained images of a pig were rejected, with CCTV asking many to resubmit new versions without images of the porcine animal. After a great deal of pressure, the ban was relaxed, with CCTV chiefs moving ahead with a case-by-case approach.
2The situation is hardly new. China’s media authorities, particularly the State Administration for Radio Film and Television (Sarft), have had regulations in place for years. Examples include a ban on use of images of the national flag and emblem, the national anthem and the national leader’s image and voice. There are to be no objections to national unification, while religion and traditional culture must be respected.
3 Then there are ‘second tier’ regulations which also leave open the possibility of rejection by the country’s media authorities. Among them, ads showing environmental degradation, porno- graphy, violence, gambling, tobacco, some pharmaceutical drugs and superstition. Advertising content is not allowed to denigrate women and disabled people, and there are limits on content which depicts bad behaviour, or which might lead to bad behaviour from teenagers.
4 The issue of final approval is a critical one. One agency, for example, said it was common to approach CCTV early to ensure ads are on the right track. Sometimes, however, CCTV wants to view the finished product first — a potentially costly exercise for agency and advertiser alike. But most agencies now have inhouse legal and censorship boards. The key factor is the agency team’s relationship with its counterparts on the regulatory side. “We have a close relationship with the State Administration for Industry and Commerce, and it’s okay so long as you have that good relationship,” says an agency source.
5 Another key obstacle is the inherent difference between local and national regulations. If an advertisement passes at a national level with CCTV, it provides a strong indication it will pass muster at a local level. Comparatively, while it’s cheaper and easier to focus locally – regulations tend to be more relaxed – there’s little guarantee the same ad will be approved on CCTV.
6 But being passed by the authorities doesn’t mean you’re out of the woods. In 2005, McDonald’s found itself in hot water over a humorous, tongue-in-cheek advertisement which showed a Chinese man on his knees begging for a discount. Although the ad intended no offence — and, indeed, made it past the censors — the public had a different view. The ad was pulled and McDonald’s apologised, but not before significant negative PR engulfed the brand.
7 A key effect of this increased wariness, point out agencies, is the dampening effect the regulations are having and will continue to have on creativity – more regulations equals less scope for creativity. Although many judge the overall quality of creative work in China to be solid though ultimately conservative, it’s an environment that does not bode well in terms of lifting the industry onto the world stage with edgy, breakthrough work.
8 Ultimately, agencies say it’s about self-regulation. In the early days, China companies rolled out weight loss products and associated advertising, much of it false. Media authorities watched and waited, and when no self-regulation occurred, stepped in and banned advertising across the category. Says one source: “Sarft is trying to allow free enterprise, but when too many buck the system, it becomes policy”.
ADVERTISERS
Agencies — creative and media alike — suggest advertisers use commonsense and sensitivity, steering clear of anything that remotely suggests false advertising, disparaging the people of China and insulting cultural integrity.
While most international advertisers seem to — for the most part — come to grips with the regulations, it’s likely to be an ongoing process as China’s growing population becomes more media savvy.
Advertisers, mainly global brands looking to ramp up operations in China, would be well advised to rely heavily on the expertise of their local partners, particularly on the agency side.
AGENCIES
Agencies will need to be well versed in local and national regulations — regarding what is and isn’t permissible at any given time.
National media can sway to reflect public sentiment quickly, so agencies will need to have their finger on the pulse of consumers to stay ahead of the game.
Media shops will need to work even closer with creative agencies, to ensure the quest for an ‘edgy’ campaign is tempered with a realistic view of what will and won’t be accepted.