Chinese Ad Abroad

Guancha.gmw.cn June 22

An advertisement for the 2018 FIFA World Cup in Russia by a Chinese home appliance and electronics maker has raised eyebrows for using the superlative “No.1.”

Appearing on LED boards that line the pitches, the ad reads, “xxTV, No.1 in China.” The ad is in violation of China’s Advertising Law which prohibits the use of superlatives such as “No.1” and “the best” in ads. This is not the first time the same ad appears at an international competition. It appeared at the 2016 UEFA European Championship in France where it also caused an uproar. The company responded to criticism by saying French law allows the use of “best” as long as there is proof.

Is China’s Advertising Law invalid in Russia? Of course not. Even though the ad appears abroad, the company is registered in China and should be subject to its domestic laws. The wording of the ad shows the company’s disregard for Chinese laws and regulations.

Such an ad not only repels consumers but also adversely affects other domestic TV makers’ interests.

In addition, it highlights the lack of restriction of ad law infringement overseas by domestic law enforcement authorities.

Whether they run in China or abroad, ad campaigns should pay attention to detail and content in order to win over their audience. This rule applies at the World Cup as well as other international sporting events.