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China's New Advertising Law: No endorsement for child stars

By Yao Xinyu (People's Daily Online)    16:37, September 01, 2015
China's New Advertising Law: No endorsement for child stars
Cindy, diving champion Tian Liang's daughter, in a commercial. (Screenshot)

With the TV show “Dad, where are we going?” going viral, celebrities children have become a hit for product endorsements. However, after Sept. 1, no more less than 10-years-old child stars would be seen in advertisements, and in addition to that, the new advertising law has released other strict rules to regulate celebrities’ endorsements.

In order to protect teenagers’ physical and psychological health, and also under the consideration that child stars lack independent judgement, the new advertising law forbids child stars aged less than 10 to do commercials.

Moreover, the new law also regulates that celebrities cannot do health care products endorsement. Because of the speciality of medical equipments, medicines, and health care products, celebrity being spokesperson for products from these categories cannot represent the real effect of the product. And releasing false advertisement, distributing advertising flies, and sending popup window advertisement with no turn-off button will all be fined.

According to the new law, celebrities cannot endorse a product unless they have used or experienced it, which means male celebrities will no long endorse feminine products like tampons. The new law asserts that celebrities should be responsible for the product they endorsed. 

(For the latest China news, Please follow People's Daily on Twitter and Facebook)(Editor:Yao Xinyu,Bianji)

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