China’s State Administration for Market Regulation (SAMR) is reviewing how to better define and address false marketing, with potential new measures aimed at tackling exaggerated and misleading advertising in the automotive industry, local outlet Yicai reported on Friday, citing sources familiar with the matter.
Currently, false marketing in China is regulated under the advertising law, anti-unfair competition law, and consumer rights protection law. However, as marketing strategies evolve and new digital channels emerge, authorities are exploring clearer standards to safeguard the rights of consumers and ensure fair competition, according to the report.
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The move follows a joint campaign launched in September by six government departments, including the Ministry of Industry and Information Technology, to combat exaggerated and false advertising, malicious defamation, and other unfair practices in the automotive sector. The three-month campaign, announced on September 10, requires automakers to avoid misleading claims about vehicle or battery performance, functionality, quality, or sales figures.
Under the directive, companies are also prohibited from selectively disclosing sales data or publishing rankings that may distort market perception. Defamation of competitors, spreading misinformation, or filing malicious complaints are considered forms of “malicious attacks.”
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The joint statement urged automakers and online platforms to carry out internal reviews and promptly correct any violations as part of broader efforts to promote transparency and integrity across China’s fast-evolving automotive market.
