How Do I Disclose Paid Partnerships on Chinese Social Media?

In China, disclosing paid partnerships is a legal requirement under the Advertising Law (since 2015) and the E-Commerce Law (2019). Specifically, influencers and brands must clearly label sponsored content with the Chinese term 广告 (advertisement, guǎnggào) or equivalent tags such as 推广 (promotion, tuīguǎng) or 合作 (collaboration, hézuò). Failure to do so can result in fines of up to 100,000 RMB per violation under the Advertising Law, and up to 200,000 RMB under the E-Commerce Law. With over 1.2 million active social media influencers in China as of 2023, regulators have intensified enforcement — total fines for improper disclosures exceeded 5 billion RMB in 2022 alone. Understanding the exact disclosure rules for each platform is critical to avoid penalties and maintain audience trust.

Why Disclosure Matters Under Chinese Law

China’s legal framework for advertising and e-commerce treats paid partnerships as commercial speech that must be clearly distinguished from organic content. The Advertising Law (Article 59) mandates that any content involving payment or in-kind compensation must be labeled as advertising. The E-Commerce Law (Article 77) extends this to all e-commerce activities, including social media promotions. In practice, this means that even a single product mention in a WeChat post or a Douyin video requires a visible and unambiguous label.

The consequences of non-compliance are severe. Beyond the financial fines, platforms may suspend or permanently ban accounts. For example, in 2022, over 30 major KOL accounts on Xiaohongshu were removed for failing to disclose sponsored content, causing losses of millions of RMB in revenue. Additionally, the State Administration for Market Regulation (SAMR) has issued guidelines requiring that disclosures be placed at the beginning of the content, in a font size no smaller than the main text, and in Chinese characters that cannot be hidden or minimized. Ignoring these rules can damage brand reputation — surveys show that 78% of Chinese consumers trust influencers less when they suspect undisclosed ads.

Platform-Specific Disclosure Requirements

Each major Chinese social media platform has its own rules for paid partnership disclosures. The table below summarizes the key requirements for the most popular platforms.

Decision Framework: If you are posting on WeChat (public account articles), use the explicit label 广告 at the very top of the article. If you are creating short videos on Douyin, enable the platform’s built-in sponsorship tag — this ensures automatic compliance. For Xiaohongshu, place 广告 or 合作推广 in the first 20 characters of the caption. The key is to match the platform’s specific technical and legal expectations, as generic English terms like “ad” will not be accepted.

Best Practices for Compliance

To avoid legal trouble while maintaining effective partner promotions, follow these five best practices:

1. Always use the platform’s native disclosure tool if available. For instance, Douyin’s “Sponsorship” tag (赞助) and Xiaohongshu’s “Collaboration” label meet the regulatory standard.
2. Place disclosure at the very beginning of the content — in the title, first line of text, or video description. Chinese regulations require that the label be the first thing the audience sees.
3. Use clear Chinese characters — 广告, 推广, or 合作 partner — not abbreviations like “AD” or symbols. The font size must be at least the same as the body text.
4. Disclose all forms of compensation, including free products, discounts, or affiliate commissions. The law covers any benefit received in exchange for promotion.
5. Retain records of the partnership agreement for at least two years, as regulators may audit past content. Keep screenshots of the disclosure in place.

For foreign brands entering China, a common approach is to use a licensed 广告代理公司 (advertising agency, guǎnggào dàilǐ gōngsī) or a 外商独资企业 (WFOE, wàishāng dúzī qǐyè) to manage influencer partnerships. This ensures that contracts and disclosures align with local laws. Additionally, using a 第三方合规审核 (third-party compliance audit, dì-sānfāng héguī shěnhé) can help identify non-compliant content before posting.

Common Mistakes and Pitfalls

Even experienced marketers make errors. Here are three frequent pitfalls with real costs:

Conclusion

Disclosing paid partnerships on Chinese social media is not optional — it’s a legal and regulatory requirement with significant consequences for non-compliance. By understanding platform-specific rules, using proper Chinese labels, and placing disclosures prominently at the beginning of content, brands and influencers can avoid fines and maintain credibility. Regular compliance audits and retention of partnership records add an extra layer of protection. As Chinese regulators continue to tighten enforcement, proactive disclosure is the safest strategy for building trust with both consumers and authorities.

NEXT STEPS

• Read our complete guide to China’s Advertisement Law (2023 update) — Understand the full legal framework governing paid partnerships and avoid common legal traps.
• Learn how to set up a WFOE for e-commerce and marketing operations — A WFOE provides a compliant structure for managing influencer contracts and disclosures in China.
• Download our social media compliance checklist — A step-by-step tool to audit your content for disclosure requirements across all major platforms.

— China Gateway 360 —
Remote China market entry support, built around execution.