Navigating through China's new advertising law: the role of marketing research

The recent enactment of new advertising laws in the People's Republic of China created an atmosphere of confusion among advertisers and agencies concerning what the new law meant operationally, and which types of advertisements would be accepted and which rejected. This article is an attempt to understand the law and to provide user-friendly guidelines for operating within its letter and spirit. Implications and opportunities regarding the role of marketing researchers in this environment of uncertainty are also discussed.