The Guidance specifies situations that the previous provisions on absolute terms do not apply. E.g., absolute terms can be used to express the objective situation (like product sales performance) in a specific time period and territory. But advertisers shall be able to prove the authenticity of relevant absolute terms. Direction is given to help market supervision authorities issue punishment. E.g., for the first time using absolute terms in advertising, the consequences of harm are minor, and the misconduct is corrected in a timely manner, there can be no administrative penalty.
On March 20, 2023, China’s State Administration for Market Regulation (SAMR) issues Enforcement Guidance on Absolute Terms in Advertising, which comes into effect on the same day. The content is slightly different from its consultation draft released in December last year. For further translation service, please email contact@chemlinked.com.
We provide full-scale global food market entry services (including product registration, ingredient review, regulatory consultation, customized training, market research, branding strategy). Please contact us to discuss how we can help you by food@chemlinked.com
