The "Law Enforcement Guide for Absolute Terms in Advertising" has been implemented on February 25, 2023
The “absolute terms in advertisements” normally refers to the circumstances stipulated in item (3), Article 9 of the “Advertising Law”, including “national level”, “highest level”, “best” and other terms with identical or similar meanings. Because the scope of such items is not specific, and the identification rules regarding such items is not clear, different local authorities have various opinions on the identification of such items, and have made different discretions regarding similar cicumstances in the administrative enforcements. Therefore, the SAMR issued the”Law Enforcement Guide for Absolute Terms in Advertising”( hereinafter referred to as the “Guide”) on February 24, 2023. Articles…